• haatch.

    Identifying strategies and values of users who optimize their lives with apps

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    Summary: Conducted semi-structured interviews with users from various backgrounds, revealing new insights into their pain points and approaches in goal-setting and habit formation.

     

    Problem: 

    'haatch.' founders grapple with initial user feedback, prompting a shift towards more supportive features. Seeking deeper insights into user preferences and mental models for segmentation, the founders aim to refine their understanding of the user base.

     

    Research Goal:

    Explore contextual factors influencing user interactions with 'haatch,' focusing on goal-setting and habit tracking behaviors.
    Uncover user mental models to gain insights into motivations, challenges, and preferences related to goal-setting and habit tracking.

     

    Method:

    • Semi-Structured Interviews
    • Transcription and Coding
    • Persona and Empathy Maps

    Timeline, Tools, Resources:

    • 6 weeks
    • Software: Userinterviews.com, Airtable, Zoom, DocuSign, Keynote
    • UX Research participants recruited through newsletter by client

    What I did:  

    • Problem Statement Alignment with client
    • Methodology Selection, Tool Selection, Legal consent forms, Screener
    • Continuous alignment with client and communication with participants
    • Drafted Discussion guide for semi-structure interviews
    • Conducted 40 minute Qualitative User Interviews
    • Defined Tags, Transcribed interviews and tagged content
    • Created Affinity Map and Empathy map based on tagged content
    • Developed User Persona's based on identified correlations and patterns
    • Presentation of process and result

    Results:

    • Global User insights (India, US, Canada)
    • Diverse Age Group Insights (GenZ, Millenials)
    • Identified patterns related to aspirations, strategy and values regarding goal setting and habit tracking, resulting in 3 distinct personas as a first starting point for further research and segmentation

      PDF Use Case
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