Kontech is a User Research Recruitment Platform built on WeChat mini-program

Timeline

3 Months
Team Project

Methods & Tools

User Interview, Desktop Survey,
Journey Map, Affinity Diagram, Remote Moderated Usability Testing, Figma

My Role

Visual Design, Experience Strategy,
User Research, Use Testing

My Deliverable

Wireframe, Design System,
High-Fidelity Prototype

Problem

Our client has successfully recruited everywhere in the world, but when attempting to expand into the Chinese market, everything became difficult.

Because the nature of user research, which might require to collect personal information, the Chinese tend to be defensive and skeptical about strangers who seem to investigate them.

The widespread skepticism in the Chinese society makes Cool Call Recruitment almost impossible.

Stranger = Potential Scam

Discovery

What do you think about user research?

We conducted 20-minute remote interviews with 19 users.

Due to the nature of user research, different types would need to recruit people from various demographics, any Chinese can become our potential users.
Thus, we think that the key goal of our user research is to understand the Chinese' mindset toward user research.

What if it is recommended
by an acquaintance?

We came up with an following question.

Discovery

What motivate the Chinese to participate in a user research?

We conducted interviewed, competitor research and desktop research.

Though generally Chinese people have a widespread skepticism towards user research, there are still many cases where companies have successfully collected users' data.
For the next step, we want to understand what motivate the Chinese to participate in it before and what are their expected rewards.
We also analyzed some gamification theories to explore more possibilities to strengthen motivation.

Except relationship, we found that there are other three factors that might motivate people to participate in user research.

Considering  that interpersonal relationships have a great impact in the Chinese society, our design focus was to build on that and expand the trust level of the public for our platform.  
Our solutions focus on relationships and building the trust level through WeChat, the most popular social media application in China, and the user's existing network connection.
On this platform, connection between user research tasks and WeChat friends is visible, which improves the trustworthiness and authenticity of task recruitment information.

User Research Gets Your Friends Involved

Once the user logs in the platform, the tasks that are referred by friends will be shown on the top of Discovery.
The platform associates with WeChat existing network connection, users can see friends who already signed up or viewed the task. And users can click the avatars to view a list of friends and send messages to friends to ask for the task.

If the task is recommended by an acquaintance, the Chinese tend to do a favor and consider it's a way to sustain the relationship.
What if the task comes from their friends and what's more, comes with expected rewards?
We use an incentive system to encourage users to send task referrals to WeChat friends.
We built an incentive system for task referral. Any tasks except for the completed ones can be referred. Any users who has logged on the platform can send the task referral as a referrer. Any friends of the referrers on Wechat are defined as referees as they receive and view the referral.

Referral Mechanics

Reliable Friends Get Rewarded

The task referral can be sent to friends on WeChat as a message or shared to WeChat moment. Based on the task progression of the individual referee, the referrer will receive different amounts of points as reward.  The rewards can be redeemed into cash via WeChat Wallet.

The current user research recruitment practices are implemented manually by recruiters. It averagely takes half of a month to recruit enough suitable users for user research.

Previous Recruitment Flow - Tedious & Time Consuming

It takes back-and-forth communication costs for potential participants to address concerns, screening and confirm available research time with recruiters. Also, the recruiters mainly rely on WeChat moments or other digital campaigns to post recruitment news and use Excel Sheet to collect users' data and manage research session time. The previous process is archaic and time-consuming.

Kontech Platform - Recruit Smartly and Timely

We aim at automating and streamlining the previous recruitment process, recruit users smartly and timely. Our client now don’t need to use any third-party software to recruit users, the end-to-end recruitment process now can all be done automatically by Kontech platform. 

1. Streamline Screening Session

Once users decide to participate in a task, the users are required to answer screening questions to determine the eligibility for task participation. All the screening questions are inputted previously to the database.
The platform will automatically select suitable participants and send the screening results.

2. One-Stop Scheduling

After users pass the screening session, they are required to select an available time for participating in user research, all the available time slots are the first-come-first-serve basis. Users are also able to select a day that already is fully booked and signed up as back-up participants, back-up participants will be automatically scheduled to a time slot of the selected days once it's open due to the rescheduling or cancellation.
After scheduling, users need to wait to receive a final confirmation from the back end, where the system will automatically prioritize participants with higher credibility.

Designing. Prototyping. Testing. Repeating

We conducted four rounds of remote user testing to gather user’s insights about the intuitiveness and usability of the UI, understandability of four basic user flows, and opinions on the points and cash incentive system. Participants gave positive comments and showed great interest in further engagement with the product when it is launched. 

Style Guide

The UI components used in the prototype are customized and built based on the Vant Weapp WeChat mini-program component library.
We want to visually convey efficiency and clean, and let users feel rewarding.

What I learned & Next Steps

I overcame the challenges of remote collaboration with our team in this special period to achieve our goals, and we delivered a functional prototype of our WeChat mini-program. In addition, I learnt Design Sprint methodology to fast forward our product.

Because our school regulations, we are not allow to create an product in other language, the project will be continued and localized in China by our clients.