This document summarizes a presentation on user research for startups given by Yu FengYi at Design Bootcamp Asia on June 22, 2017. The presentation covers the role of user research in startups, a case study of user research at Grab, and tips for user researchers working at startups. Key points include: the user research process at Grab involves field research with passengers and drivers as well as lab studies; research methods include qualitative interviews and usability testing; and findings from research impact product design, technology, business decisions and value propositions. Challenges of user research in startups include tight schedules and changing perspectives.

1. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
USER RESEARCH X STARTUP
Yu FengYi @ Grab, 22 June
1

2. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
USER RESEARCH
STARTUP
CASE SHARING
UXR IN STARTUP
REMINDER

3. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
USER RESEARCH
STARTUP
CASE SHARING
UXR IN STARTUP
REMINDER

4. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
USER
RESEARCH
User research focuses on understanding user
behaviors, needs, and motivations through
observation techniques, task analysis, and
other feedback methodologies. This field of
research aims at improving the usability of
products by incorporating experimental and
observational research methods to guide the
design, development, and refinement of a
product. - Wikipedia
Know Users and solve Right Problems by Right Ways
Potential / Current / Left Design / Product Evaluation

5. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
HOW
OUR
TEAM
LOOKS
LIKE
Product Design
Specific Field
Engineer
Psychology
Marketing
Grab
UXR

6. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
WHAT
WE
WANT
TO
LEARN
FROM
UXR
AEIOU
GOAL
Activity
Object
Interaction
User
Environment

7. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
UXR
+
DESIGNER
1. 1 UXR vs 4~6 Designers
2. Bring AEIOU into office
3. Verify concepts with prototypes
AEIOU

8. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
UXR
+
PRODUCT
User NEEDs
Biz GOAL
Find the sweet point between
User and Biz

9. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
USER RESEARCH
STARTUP
CASE SHARING
UXR IN STARTUP
REMINDER

10. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
STARTUP
CORPORATE
AGENCY

11. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Marketing Design Dept.
Quantitative Qualitative
Findings
Research
Insight
User Needs
User Journey
Analyse
Concepts
Merge
Prototypes
Design
Productisation
Rollout
Evaluate
Who
Where
When
Define
Strategy
Collect
Ideas
Ideate
Quantitative
STARTUP CORPORATE AGENCY
HOW IT LOOKS LIKE IN

12. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Design Dept.Marketing
Quantitative Qualitative
Findings
Research
Insight
User Needs
User Journey
Analyse
Concepts
Merge
Prototypes
Design
Productisation
Rollout
Evaluate
Who
Where
When
Define
Strategy
Collect
Ideas
Ideate
Quantitative
STARTUP CORPORATE AGENCY
Well planned, clear roles & responsibilities, stable pace
Fixed process but less flexible
Organisational politics
???

13. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Marketing Design Dept.
Quantitative Qualitative
Findings
Research
Insight
User Needs
User Journey
Analyse
Concepts
Merge
Prototypes
Design Evaluate
Who
Where
When
Define
Strategy
Collect
Ideas
Ideate
Quantitative
STARTUP CORPORATE AGENCY
Diverse projects
May not own your products
May not know impact you’ve made
Don’t know end-to-end product roadmap
Productisation
Rollout
Client

14. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
STARTUP
A startup company is an entrepreneurial
venture which is typically a newly emerged,
fast-growing business that aims to meet a
marketplace need by developing or offering an
innovative product, process or service. A
startup is usually a company such as a small
business, a partnership or an organization
designed to rapidly develop a scalable
business model. - Wikipedia
Gaining Market Share by providing Innovative Service Quickly
ROI is critical No one has done before Faster & Faster

15. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Marketing
Design
Quantitative Qualitative
Findings
Research
Insight
User Needs
User Journey
Analyse
Concepts
Prototypes
Design
Productisation
Rollout
Evaluate
Who
Where
When
Define
Strategy
Collect
Ideas
Ideate
Quantitative
STARTUP CORPORATE AGENCY
Growing up fast
Doing something no one has done before
Things to be done will be more than things have done
Market share is critical
Merge
Qualitative
Quantitative
Engineer
Product

16. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
AGENCY
Marketing Design Dept.
Quantitative Qualitative
Findings
Research
Insight
User Needs
User Journey
Analyse
Concepts
Merge
Prototypes
Design
Productisation
Rollout
Evaluate
Who
Where
When
Define
Strategy
Collect
Ideas
Ideate
Quantitative
???
STARTUP CORPORATE
HOW IT LOOKS LIKE IN

17. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
USER RESEARCH
STARTUP
CASE SHARING - UXR @ GRAB
UXR IN STARTUP
REMINDER

18. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Passenger
External User
Field Research
Qualitative
UsabilityTesting
Driver
Internal User
Lab Research
Quantitative
Product Research

19. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIAYU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA

20. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Indonesia
Philippine
Indonesia
Singapore

21. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Field X Driver

22. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Field X Driver

23. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Lab X Passenger X Internal User

24. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Background
Objective
Method
Respondent Profiles
Key Findings
Open-Ended Qn
Detailed Findings
Why are we doing this research now
What do we want to know from this research
How are we going to do the research
Who are we going to meet in the research
What’s the most important thing that most of the
people in this company should know
How do users deal with it now?
Usability issues, step by step
Structure Of UsabilityTesting

25. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Impact On Design
Version 1 FinalOriginal

26. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Impact On Design
Version 1 Final

27. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Impact On Tech Implementation
Option II
Option III
Option 1

28. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Impact On Value Proposition / Content
Existing User
New User
Version 1

29. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Impact On Biz Decision
Version 1 Final

30. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
USER RESEARCH
STARTUP
CASE SHARING
UXR IN STARTUP
REMINDER

31. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
WEEKLY
Resourcing / Prioritisation
Peer learning / Sharing
BI-WEEKLY
MONTHLY
Research sharing
Newsletter
Performance discussion

32. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Opportunity Challenge
Preparation If you are new to UXR
UXR in Startup

33. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
Opportunity Challenge
Preparation If you are new to UXR
Opportunity
• Change big things that you believe in
• Less people senior than you
• No edge
If you are new to UXR
• Keep asking why
• Learn from different people
• Switch between micro & macro
Preparation
• It’s ok to be not perfect
• Build trust & relationship
• Find the key man to make changes
Challenge
• Changing how people think
• Tight schedule
• Last minute finalised material

34. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
USER RESEARCH
STARTUP
CASE SHARING
UXR IN STARTUP
REMINDER

35. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
To Engineer To Designer
To PM To UXR
Reminder

36. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
To Engineer To Designer
To PM To UXR
To Engineer
People are not always rational
To UXR
Build health mind,
Stay strong
&
Don’t lose heart
To PM
Your users don’t always
care about your Biz
To Designer
You know more than your users
in Design.
Your users know more than you
in Context.

37. YU FENGYI - 22 JUNE 2017- DESIGN BOOTCAMP ASIA
THANKS!
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