Navigating the complexities of user behavior to refine app offerings for enhanced user experience and engagement

Observing a trend in their app's home screen, the client noticed users focusing solely on immediate needs, leading other services to go unnoticed. Even frequent users tend to overlook alternative services beyond their immediate needs. Recognizing this pattern, UCC was tasked with uncovering the reasons for this behavior and determining the ideal user experience to guide new users through the app's features and functionalities, thereby facilitating a smoother onboarding process.

Approach

We conducted remote and in-person in-depth interviews with three distinct user profiles to gain comprehensive insights into their experiences. The discussions, held in person within the participants' work and home environments, provided valuable context into their backgrounds and surroundings. This approach revealed the complexities of user behaviour, decision-making, adoption, usage, and their overall experience with the Porter app.

Impact

Navigating narrow lanes, visiting industrial areas, conducting home visits, and engaging with users in retail and wholesale markets allowed us to capture a comprehensive understanding of current user behaviour. This on-field immersion enabled us to uncover problem areas in the user experience, outline the typical paths users take to meet their needs, identify gaps in the current process, and pinpoint key blockers affecting their ability to navigate and fully utilise the app. Equipped with these valuable insights, the client was able to refine their strategy and develop more intuitive and user-friendly features in the Porter app.

Client: Porter

Type Of Organization:

Logistics Start-up

Location:

Delhi & Surat

Study Participants: 8

Duration:

7 weeks

Research Tools &

Methods:

In-Depth Interviews

App Show & Tell
Languages: