Project overview
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🎩 Type: UX Research
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📅 Duration: 2 weeks of July 2022
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🏆 Client: Electrolux
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🥼Role: UX Researcher
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👩💼Team: 1 Product Manager, 1 UX Researcher, 1 UX Research Intern
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🔨 Tools: Figma, Zoom, Excel
Problem
Electrolux is famous for household appliances. Looking around your house, you may find that your fridge, washing machine, or dryer is from Electrolux.
In Vietnam, Electrolux is also a household brand. However, the concept of a digital ownership hub, where owners can have all necessary information about their Electrolux appliances in one place, is still novel.
As a result, the Electrolux team in Southeast Asia reached out to us to understand how consumers in Vietnam perceive this concept.
Solution
We conducted interviews and tests with 6 participants suited to Electrolux user persona (4 females & 2 males). The unique part of this research project lay in 3 aspects:
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Field test with an Electrolux washer-dryer, not a lab test. To simulate the feeling of a real living environment, we conducted our test in a kitchen with a washer-dryer.
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Tests were conducted with a digital prototype, a QR code, and a physical guide so that users could go through a new washer-dryer installation and registration process.
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Live narration and translation from Vietnamese to English, allowing the Electrolux team to communicate with users in real-time while they were not physically here.
After the testing and analysis phase, we held a workshop to present key insights to the Electrolux Design team and Product Team.
My Contribution
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Localized the testing materials and interview guide.
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Conducted live narration and translation from Vietnamese to English.
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Worked together with UXR Intern to synthesize and create the research report.
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Presented key insights to the Design Team and Product Team of Electrolux.
Process
Result
In our report, not only did we provide qualitative insights, but we also shared quantitative results using SUS scores.
Insight Brief
Due to some cultural differences, Vietnamese users were not familiar with registering for their own devices. Therefore, the appearance of a QR code which brought them to the registration process was something that they needed to pay attention to.
However, the open-minded trait of Vietnamese users made them willingly try and recognize the convenience of this feature. In the long term, the success in the adoption of the ownership hub would require more communication in terms of benefits from the Electrolux team.
Impact
When listening to our presentation, the Electrolux Design team was fascinated by our research findings. They found them insightful and could compare between Vietnamese and other users in the SEA region to tailor the product experience to meet the demand of Vietnamese users.
One year later, we were able to conduct another interesting research project with Electrolux. This has proved how helpful our findings are in informing and driving the following product strategy.