A B2B e-commerce solution focusing on industries such as as Pharmaceuticals, Food & FMCG, Clothing, Electronics and Home & Kitchen
UX Researcher
Udaan sells both patent (Rx) and generic medicines (Gx) on their app but the buyers (pharmacists) were leaning towards Rx much more which was confusing as Gx medicines provided better margins and profits for both Udaan and the pharmacists.
Identify and communicate the sale variance between Generic and Patented medicines to improve Generic sales
Post discussions and some back and forth with the clients, the following goals were selected as the primary goals of the study:
We decided to conduct User Interviews + Usability tests with the Buyers
The interviews conducted were semi-structured in nature giving flexibility to the moderator to dive deeper into the exploratory goals of the research while still maintaining validity
Contextual Inquiry enables understanding of a User's natural environment and workflow. This aided us in understanding the context of the app users and observe their behavior in their own comfort space
Moderated online sessions were chosen because of their cost (time and economic) effectiveness
The Interview protocol was developed through brainstorming on Miro. A team of three researchers independently came up with questions for the interview protocol and then discussed to collate them.
The tasks were identified and prioritized working closely with the stakeholders and an in-depth screen analysis was done to map out the task flows and develop Usability Testing questions
Note-taking and the rainbow sheet were prepared on Google Sheets
Buyers in Bangalore were interviewed in person at their pharmacy shops to get a better understanding of their day to day activities, how they interact with the time, how much time they take in giving out orders and how their medicine stock is arranged at their shops
Part of my process is to analyze at the end how the project went about and dissect the processes to look for opportunities for improvement. As a surgeon dissects a body after death to understand what went wrong, I feel it is important for a UX professional to do the same at the end of every project/ cycle, i.e. to do a Post-Mortem.
Personally I learned how to-
Silence if often uncomfortable in common language use but its tolerance can be helpful during moderation as a lot of times participants take a few seconds to pause and continue their train of thought. Giving them this time enables richer insights.
The rest of the Research team was trained on Motivation Analysis by discussing the Self-Determination Theory of Motivation by Ryan and Deci and enumerating various motivational factors
