Embedded Files
ISTANBUL, 2020-2021
Project Overview
Project Overview
Duration: 1 year
Client: Turk Telekom, a Telecommunications company
Company: Uservision
My Role: Lead UX Researcher, Qualitative Team
AN AGILE RESEARCH ON A WALLET APP
Due to the rapid development of the digital wallet ecosystem, Turk Telekom, Turkey’s leading telecommunications company, sought to integrate a digital wallet application into its service scope, known as Pokus.
Our research enabled Turk Telekom to gain the necessary insights for developing its product and understanding its users' needs.
As a UX researcher, I led the research team for the Pokus project. The primary goals were evaluation and validation; therefore, I applied both user experience and marketing research methodologies to achieve these objectives.
Goals
Goals
Exploration: To better understand the needs, pain points, and behaviors of Turk Telecom's target audience and examine opportunities to develop a product strategy.
Validation: Validate key pieces of the product, identify the feature sets, and examine users’ habits and perceptions.
Team
Team
1x Project Director
1x Lead UX Researcher
3x UX Researcher
2x Recruiter
1x Quantitative Research Team
My Role
My Role
Lead UX Researcher, Qualitative Team
My main task was to lead the qualitative team; I was actively part of every step of the research process:
Designing the research process,
Determining methods, tools, and project team,
Preparing and controlling the in-depth interviews and usability testing materials,
Managing the interviews and usability testing sessions,
Analyzing the data and preparing the final report.
Methodology
Methodology
AGILE RESEARCH APPROACH
For this project, the agile approach was used as a research methodology since it provides a space for flexible movement for the teams.
Thus, while being able to change or add perspectives to the process, we were able to prevent possible errors that can occur within large-scale projects.
Research Process
Research Process
STEP 1:
STAKEHOLDER MEETING
Understanding the client’s goals, perspectives, and expectations
Gaining information about the ecosystem
Clarifying the needs, goals, and phases of the project
STEP 2:
SURVEY STUDY
Grasping needs, preferences, and problems about the current situation.
Having an understanding of the position of the competitors’ products for users
STEP 3:
STAKEHOLDER MEETING II
Aligning with stakeholders about participant groups.
Presenting an outline of the questionnaire for the in-depth interview.
Reviewing project objectives and discussing adding new points, if any, to the research process.
STEP 4:
IN-DEPT INTERVIEWS
Due to the absolute difference in life stages between the student and young professional populations, the studies of these 3 groups were conducted separately.
The questionnaires were formed from general questions to specific questions, aiming to understand their daily lives, social activities, application usage habits, expenditure behaviors, needs, problems, perceptions, and participants' experiences while using similar products.
STEP 5:
STAKEHOLDER MEETING III
Clarifying the needs, goals, and upcoming phases of the project
Briefly presenting the first round of interview findings.
STEP 6:
IN-DEPT INTERVIEWS (SECOND ROUND)
Aimed to deepen the patterns found in the analysis of previous interviews with a more specific audience.
STEP 7:
STAKEHOLDER MEETING IV
Gaining information about the ecosystem and interpreting information together with the stakeholder teams
Clarifying the outcomes and next steps with the stakeholders.
STEP 8:
USABILITY TESTING (REMOTE)
Conducting moderated usability testing.
Testing the prototype developed according to research outputs
Determining the general usability problems and testing the solutions.
Analysis
Analysis
QUALITATIVE DATA ANALYSIS
QUALITATIVE DATA ANALYSIS
PROCESSING DATA
PROCESSING DATA
Grounded Theory
In-depth interviews were mainly analyzed iteratively by discovering and labeling variables and categories.
Linking the concepts into formal theories allowed us to understand the data deeply.
Content Analysis
The data from the second round of interviews were analyzed to validate and test the hypotheses modeled from previous outputs.
Usability testing analysis
Identifying and prioritizing the usability issues
Defining and prioritizing the solutions.
PRESENTING DATA
PRESENTING DATA
Tables:
Profiles
Features
The participants’ comments on the features of the apps are presented in the tables.
Personas
Ecosystem Map
Showing the ecosystem of the Wallet apps that surrounds the users.
Usability testing report
Providing the current pain points and needs by prioritizing the issues.
Results
Results
KEY FINDINGS
KEY FINDINGS
Reasons that push users to use digital wallet apps.
The problems wallet apps solve and their shortcomings.
Current competitors of digital wallet applications and their positive/negative features that are presented to their users.
Changing spending and payment habits during the pandemic.
Features and opportunity areas discovered that would allow the app to provide a better user experience.
TAKEAWAYS
TAKEAWAYS
Mastering the consumption ecosystem
Understanding the behavior patterns not only for the product type within the scope of the project but also of other products and practices leads to discovering opportunity areas that will improve the experience of the product being worked on.
During this project, I talked with many users of various applications, from banking to crypto.
This project also allowed me to gain insights into spending habits in different areas, from online to traditional spending habits.
IMPACT
IMPACT
Turk Telekom discovered opportunity points and developed the application in light of the research project that was carried out with my team, and the application was later launched.
It has become a major competitor in the wallet applications market in a short time with its features, and positive user experience.
You can see the launch video here:
https://pokus.com.tr/
Page updated
Google Sites
Report abuse