UX Research - Gaining Insights to Prioritize Key Features in LINE Official Account
of an Automobile Company
Role
When
Project Lead,
Process Designer & Facilitator
9/2020 - 12/2020
WHY
My client was a digital agency that works for one of the leading European Automobile companies in Thailand. They want to build a closer relationship with the existing car users as well as the prospects through LINE Official Account (LINE OA) - which is a very effective communication channel for Thai users. LINE OA has its own UX/UI which allows only minor adjustment for the account owner. It’s crucial to understand thoroughly what users and prospects want. This project is, therefore, aimed to gain customer insights to prioritize key features in the platform.
HOW
The very first step I took was introducing an iterative working process to the client. Once they agreed on the methodology, I led my UX research team to discover key customer insights.
Making Sense of Existing Data
We started off by making sense of the previous secondary research of many segments of their customers and understand their business challenges.
First Prototype & Design Thinking Workshop with the client
I led the team to define the minimum viable product and make the first prototype of the new LINE OA. The first prototype was launched to validate hypotheses with the internal staff, who has first-hand experience with customers, and the executives of the automobile company. I designed and facilitated a workshop to test the prototype as well as aligning goals, expectations, and practicalities since LINE OA is going to representing many functions in the companies virtually.
Second Prototype & UX Research
After collecting more insights from the automobile companies, I and the team developed a second prototype and conducted 1:1 user research. The second prototype was tested with the customers and prospects.
Third Prototype Suggestion
We synthesize all information again and confidently recommended the prioritized needs and key features in LINE OA based on the synthesized data and insights to make it an even more efficient customer engagement tool for my client.
OUTCOME
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After the entire process, I and the team synthesized all information and confidently recommended the prioritized needs and key features in LINE OA to make it an even more efficient communication tool for the automobile company
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The internal staff who participated in the workshop reflected that the process allowed them to collaborate across functions and also encouraged the executives to discuss openly with the on-the-ground staff.