Qualitative Research on GoRide and GoCar Features (Gojek App): UI/UX Design Case Study
Hi everyone. I’m Salsa and it’s been a while for not being updated my Medium account. During that time, I’m keeping myself busy and productive by joining Dibimbing Bootcamp — UI/UX Design Batch 9 from December 2021 until now (February 2022).
One of the studies was about UX Research and there was a group assignment to conduct research based on the application that had been defined to our group. Thus, here I am going to talk more about it.
The research plan was about the Gojek application, focusing on GoRide and GoCar features (online transportation).
Before we moved a little further, we have to define these parts to conduct our research plan:
1. Background
2. Objectives
3. Methodology
4. Sample specification
5. Sample structure
6. Key information areas
And, here are the full detail about the sections.
1. Background
In this section, we need to define what the problem statements are about. A little note to this, the problem statements could not be fictitious so we can create the next step a little clearer.
Based on the picture above, we decided to make the problem statements as there were some 3/5 stars reviews from users about GoRide and GoCar feature on Playstore.
On that note, the product team then decided to get to know what are the users’ needs and their behavior on using GoRide and GoCar features in the Gojek application.
2. Objectives
The objectives are the section where we need to define what are the researcher needs to get some insight from the respondent later on.
From the background section before, we already knew that the product team wanted to know what caused the 3 stars reviews from the users on GoRide and GoCar features.
3. Methodology
In this part, we set our research method which we will be using during our next research step. Based on the background section before, the product team needs to know about the users’ pain points, expectations, and pain points during their use of the GoRide and the GoCar feature on the Gojek application.
Thus, we decided to make our research method a qualitative — in-depth interview. In another some steps after this, we will be conducting our interview with the GoRide and GoCar users.
4. Sample specification
In this part, we set our respondents’ criteria whom we need to be included in our research to fulfill our research’s objectives.
We need the active users of GoRide and GoCar and have been using those features more than 10 times within a month.
The respondents also needed to have been using other competitor applications which have the same functions as GoRide and GoCar (online transportation). Likewise, their ages had to be the range between 15–20 years old.
Screening Questions
After the background sections are done, we could go further on to the next one. The next one was about making the screening questions that are useful to us — as Researchers — make some selections for these respondents who are matched our needs.
To make it clearer and give more focus to our respondent candidates during answering the screening questions, we split the screening questions into some parts, including:
1. Demography & Screening
2. Screening Behavior
3. Schedule Invitation
We believe that one of the important questions is about how many times are the respondents using the Gojek application. Besides that, we also gave some questions regarding the competitor’s applications that have the same function as GoRide and GoCar features.
The tool that we used for conducting the screen questions was google forms. The question types are including short answers and multiple choices so that the respondent candidates could choose the more precise answer with their thoughts — or needs.
Discussion Guide
Now we can continue the making of our discussion guide. The discussion guide is about the list of the questions that we prepared for doing the method of our research — an in-depth interview.
Same as the screening questions before, we divided some sections into this, such as:
1. User Profile
The most general questions were about the respondents’ names, ages, residence, and also their jobs. We could use this section before some specific questions which are coming after this.
2. General Behavior of Using GoRide and GoCar
This is the first specific question that we jumped into after asking about the respondents’ user profiles. In this section, we asked about the respondents’ general behavior when they’re using online transportation.
3. User Pain Points of Using GoRide and GoCar
Hence the name of this section, we were trying to dig more into the residents’ pain points while using online transportation — in this case, in the Gojek application; GoRide, and GoCar feature.
4. User perception and expectations of GoRide and GoCar
After the ‘pain points’ section, this section served as what are the perceptions and expectations of GoRide and GoCar from the users.
5. User behavior of using similar features on the competitors’ app
This is the section where we needed to know more about what are the users’ thoughts about the similar features on other competitors’ apps.
After this discussion guide section, we’re going to collect our in-depth interview results using the Miro application inside our group.
Interview Results
Based on the insights which we’ve already got from our interview before, we were collecting each respondent’s answer into this board map. We were using the Miro application for this collecting method.
The data that we’re collecting in this section was called ‘verbatim’.
From this collecting method, now we’re knowing what are the respondents’ general behavior of using the GoRide and GoCar feature, their pain points, their perceptions, their needs, and also their expectations. After knowing each part of the respondents’ answers, now we’re doing the affinity diagram for grouping each dominant answer from the users.
The affinity diagram from the picture above described each user’s dominant answers from our in-depth interview before. We did some grouping on this affinity diagram with these:
1. Pain points
2. Needs
3. Hopes
Based on the grouping that we’ve made on the affinity diagram, now we could move on to the take-out.
The Take out
After some grouping that we have done before, we made them take out from each group with studies, take out, and actionable insights. Here are the results:
- Take out from “Pain Points”
2. Take out from “Hopes”
3. Take out from “Needs”
Based on the take-out and actionable insights that we already did in the section above, now we were heading to the making of user persona.
User Persona
Persona is important since we had to know the personality of the users who are will use our application — or in this case, we need the user persona who frequently uses GoRide and GoCar features in the Gojek application.
User personas are fictional characters that represent the target users of a product. It helps us focus on identifying and solving problems our users are having.
User Journey Map
User journey maps are a common UX method that can uncover a lot of insights about users. We can reveal more details such as what users think, what users will do, change in users’ feelings, pain points, and opportunities. From the analysis results, users have some pain points during the process of using GoRide and GoCar features. Also, based on that information, some opportunities will cover the users’ needs.
Recommendations
Based on the user persona and user journey map above, the solution recommendations are these:
These recommendations will hopefully increase the satisfaction among the users of GoRide and GoCar features who frequently use those features in their traveling activities.
Summary
During this research process, I do learn a lot from users — including their expectations and needs. It turns out that my idea is not always what the user needs. The process of conducting the research was not easy, and this will be a whole lesson for me in the future. I do understand that this research still has much more to improve, so feel free to leave feedback or suggestions.
Thank you!
