## Project overview

* 🎩 Type: UX Research

* 📅 Duration: 1.5 weeks of July 2022

* 🧪 Product: Tikop - a fintech app that allows everyone to start investing and saving with a small budget.

* 🥼Role: UX Researcher

* 👩‍💼Team: 1 UX Researcher, 1 UX Research Intern, 1 Graphic Designer

* 🔨 Tools: Miro, Dovetail, Figma

## Problem

In big cities of Vietnam like Hanoi or Ho Chi Minh City, fintech products were gaining attention due to the increasing demand for a safe and convenient investment method. However, we wonder if these apps can meet the needs of potential users. What makes first-time users trust a fintech app and are willing to invest their first $$?

At the same time, from our perspective as a UX Research agency, we are aware that we need to consistently showcase our research capabilities to the community to maintain our image as the top UX Research Agency in Vietnam.

We could also notice that the Vietnamese UX community was searching for knowledge and examples of conducting UX Research in reality, especially with Vietnamese users.

## Solution & Results

We decided to share publicly a video of a user research session.

The session included a short user interview and 30 minutes of usability testing. The format and tools we used during this session were the same as what we did with our past and current clients.

[Check out the video](https://youtu.be/9vl9FCcpDP0)

Later, we shared some recaps of insights from the session. Below is a compiled version of all the insights we got in the format of a journey map.

Both the video and recaps were well-received by the community due to the clear demonstration of a user research session in practice.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FLpeJ7HvHGpbtuJcKEFnxT0gyu6i2%2Ftikopuxr%2F95b1a27f-06e1-412a-9ff9-93d2939f5c19.png?alt=media&token=b8ab59b9-728c-48b1-af64-6cff0ed1dd02","id":"95b1a27f-06e1-412a-9ff9-93d2939f5c19","width":4398,"height":2070,"filename":"Journey Map_updated.png","type":"image/png","caption":"Journey map of a first-time user","border":false}]}
```

What makes users trust a fintech app from the first use?

## Project overview

* 🎩 Type: UX Research

* 📅 Duration: 2 weeks of July 2022

* 🏆 Client: Electrolux

* 🥼Role: UX Researcher

* 👩‍💼Team: 1 Product Manager, 1 UX Researcher, 1 UX Research Intern

* 🔨 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.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FLpeJ7HvHGpbtuJcKEFnxT0gyu6i2%2FLGdJ9o0WtGbKmJEaKo8X%2F054f648e-3a8a-4cca-a2c2-75708c3b4d9c.png?alt=media&token=81bf14db-82a8-482e-a903-4233415f6159","id":"054f648e-3a8a-4cca-a2c2-75708c3b4d9c","width":1600,"height":960,"filename":"Research goals.png","type":"image/png","caption":"","border":false}]}
```

## 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:

* 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.

* 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.

* 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**

* Localized the testing materials and interview guide.

* Conducted live narration and translation from Vietnamese to English.

* Worked together with UXR Intern to synthesize and create the research report.

* Presented key insights to the Design Team and Product Team of Electrolux.

## Process

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FLpeJ7HvHGpbtuJcKEFnxT0gyu6i2%2FLGdJ9o0WtGbKmJEaKo8X%2Fe1daa9a8-95b8-4cb3-813e-91e59f08c581.png?alt=media&token=87b840fa-d166-4d98-b8ae-3acce9613af9","id":"e1daa9a8-95b8-4cb3-813e-91e59f08c581","width":1600,"height":960,"filename":"Process.png","type":"image/png","caption":"","border":false}]}
```

## 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.

A Digital Hub for all appliances - Yes or No?

My 2-months work on a case study is finally out!

UX Researcher and Designer

A public case study showcasing our typical user research process with user interview and usability testing.

The goal is to demonstrate the research practice to the UX community and uncover insights from using a fintech product.

What makes users trust a fintech app?

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.

Our UXR team employed innovative methods including field testing with a washer-dryer and live translation to deliver comprehensive insights and actionable recommendations to the Electrolux Team.

A Digital Hub for All Appliances?

A product discovery project where we explore the potential of AI in empowering user insights.

GemInsight Product Discovery

A launch project for a Vietnamese vegan skincare brand to the Czech market.

Vegan cosmetics launch in Czech Republic

Growth requires consistency. So, I believe one way for me to improve my UI skill is through constant practice.

This is a collection of my UI self-practice shots. Updates every week 😌

UI Self-Practice

Member of US team, actively participate in technical, HR and fundraising projects

Volunteer

Led the social media campaign for UXVN Festival 2022. \
The campaign successfully attracted 300 attendees and sold out tickets during 1.5 months of promotion.

Social Media Executive

* Led the whole technical research process for client companies of several countries (Vietnam, Myanmar, Singapore...) and of different industries.

* Communicated research findings and recommendation to important stakeholders (product manager, customer experience leader, designer, engineer...)

* Maintained the social presence of OLabs through weekly content sharing in order to showcase the company's thought leadership in the UX industry and UR experiments.

* Launched and Co-hosted a [UX Podcast series](https://www.youtube.com/@olabs-uxresearchlabs1916/videos) which attracted \~1,000 views/episode.

Lead UX Researcher

* Run daily curation content in UX and tech industry.

* Spread the value of UX and UX Research to the community of over 800 tech enthusiasts in Vietnam.

Content Curator in UX

* Conducted 150+ session of user interview and testing for different tech products.

* Executed research activities using both qualitative and quantitative methods to inform Product Strategy and Ideation

* Documented and prepared research materials in order to streamline workflow but also to maintain adherence to research methodology.

Monique Vu

2024