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Using a Mobile Diary Study to Conduct Generative Research
This agency has developed a state-of-the-art application that provides exclusive VIP membership upgrades for travel. The app gives users the ability to redeem coupons, view maps, and access a range of member-only benefits, including upgraded services. With this app, you can take your travel experiences to the next level and enjoy a more personalised and elevated journey.
The challenge
The designers and UX professionals for this study wanted to partake in a generative research study to understand the “in the moment” interactions and experiences its users had using the app on a day to day basis.
The Project
The project was set out sequentially, with minimal responses required from respondents.
When these users were travelling, it was important that use of the app and answering the questions was as seamless and as effortless as possible. The client wanted to ensure a frictionless experience whereby they could elicit responses in as low touch a manner as possible.
So as not to overwhelm participants Indeemo worked with the client to design the task list in a manner that delivered on this requirement.
We kept the tasking light and we set up the diary study project utilising sequential tasking, meaning that respondents only ever worried about the next task at hand.
Participants were asked to share their positive moments, as well as their negative moments via a mix of photos, videos and notes. They were also required to use the Indeemo rating feature, which asked the respondents to rate the various touchpoints and experiences.
11 Respondents
12 Tasks
1 Week
Strategy: Sequential Tasking
The Methodology
The agency chose Indeemo for this project as they were looking to utilise the benefits of mobile ethnography (digital / online ethnography) to generate insights to inform the future product roadmap.
Digital Ethnography is a versatile methodology with a range of features utilising the power and ubiquity of modern Smartphones to generate insights in a cost effective manner. The approach is particularly useful in the current climate where in-person research and focus groups are not as prevalent as they once were as respondents and researchers alike are uncomfortable with in-person research methodologies.
Benefits of the Methodology
1/ Remote Approach
No need for face to face research - respondents can undertake the research from the comfort of their own homes. A perfect alternative during Covid.
2/ Cost Effective
Travel costs are eliminated, and the amount of dead time is reduced significantly offering researchers a powerful methodology to undertake qualitative research at scale.
3/ Generates Rich Insights
Observing actual behaviour offers more authentic insights compared to respondents seeking to recall based on past experience. Concerns about recall accuracy are removed, and issues arising from bias at focus groups are no longer an issue.
4/ Versatile Methodology
The range of applications is significant from: day-in-the-life mobile diary studies, to UX research, for concept and product testing, to path to purchase studies, for omnichannel shopper insights, through to service design and patient journey research.
5/ Feature Rich
As the Indeemo App is designed specifically for online qualitative research it offers powerful alternatives to Zoom Calls or WhatsApp research. Features like automated video transcription, push notifications, 20+ languages, moderator dashboard and mobile screen recording helps researchers generate amazing insights for clients and stakeholders alike.
The Outcome
The client was able to map out the positive and negative touchpoints the users had both within the technology but also within the offline experience itself. As a result the client could identify the ‘knowns’ and the ‘unknowns’ within the user experiences.
Furthermore, they could identify possible opportunities for the technology as well as opportunities to improve on the current user experience when in context vs in lab experiences.
Moving forward the outputs from the research will inform future roadmap development for the technology by using the “voice of the user” as the key driver when it comes to design decisions.
Private, safe and secure
Private: we connect you 1-1 with research participants to maximise privacy and trust.
Safe: anonymnous respondent logins and segregated recruiter accounts minimise PHI
Secure: our platform has been independently vetted by large healthcare providers.
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