Kontech
Problem Statement
Kaizor Innovation is a company with more than 18 years of experience helping many Western Tech organisations such as Google, Airbnb, Intel, BMW, Siemens etc with their User Experience Strategy/Research for the China market. They help clients gain deep insights into Chinese users and strategies their products/services suitable for the China market.
The client was interested in creating a recruitment website which would allow Western clients to recruit Chinese users remotely and through the web platform. Their current challenge was that most of the recruitment job was done manually and it it required many back and forth emails between the account managers in China and the clients in the West.
Project Goals
Understand the challenging process of user research abroad and especially in China
Streamline the recruitment workflow
Enhance client experience by reducing the back and forth emails between account managers in China and the western client
Research Methods
Interviews
Interview Key Findings
Pain Points
Opportunities
What Interviewees Said…
We wanted to understand which size of the city and which demographic is important for our product. User Researcher at Google
Cultural differences: Really paints a picture of how overwhelmed and clueless he was when he was trying to conduct user research abroad.
Need to make sure the respondent is good at communicating via live chat to ensure a good quality interview. Co-Founder of AirPop
Quality of respondents: participants’s profile can look great on paper but actually very difficult to communicate with in person.
Interpreter was a bad idea as the interpreter is not in the industry and does not know terminology or understand the field. Previous Head of UX at Zoox Inc.
Translation and interpretation: Highlight the importance of having an interpreter who is familiar with the field of UX and User research
Persona & Story Board
Our persona was created based on the information we gathered from our interviewees. Lawrence Smith is a 42 years old male who lives in SanFrancisco Bay area working as a user research lead for a large enterprise. His main area of focus is Chinese market and most of his user testing are done in China.
Our storyboard visually predicts and explores a user’s experience with the website. It presents the product very much like a movie in terms of how people will use it. It helped us understand the flow of people’s interaction with the website over time, giving us a clear sense of what’s really important for users.
Userflow & Sitemap
UI Design
Design Inception
Mood Board iterations
Style Guide
Name & Logo
Core Features
A complete application form
The users can easily complete an application form and elaborate the type of Chinese user they are looking for.
“About China” & “When in China”
The website provides the users with the useful and local information about each city in China. The user will have a better understanding of the demographics for each city before planning for the research.
A Personal Dashboard
The user can keep track of the recruitment process through their own personal dashboard. They can also view the chosen user’s complete profile.
Conclusion
Kontech is a recruitment website that enables Western companies looking to test a product in China to find Chinese users remotely before travelling to the country. This technology streamlines the recruitment process in a way that it allows the researcher to remotely specify user criteria, choose a preferred research methods and efficiently connect with the selected Chinese users.