Role
Lead User Researcher
Methods
Competitor Analysis
Customer Profile
Segmentation
Behaviour Tracking
Google Analytics
A/B Testing
Targeted/Retargeted campaigns
KEY MOTIVATIONS OF
DIGITAL PAYMENT AND SELF-SERVICE ADOPTION
USER RESEACHER
True Digital Media and Platform ( True Corporation Public Company Limited)
True iService is a digital payment and self-service platform similar to My Vodafone or My BT. In this project, I was working with the teams from product inception to product launch and customer experience optimisation.
Research Objective
Discover True customer key motivations and challenges to adopt digital payment and self-service.
Situation
In 2016, there were only 200,000 users using self-service platform and decreasing every month. The business needed the insight which could be used to change customer behaviour. In the end of my time, the product got over 2 million users and got positive feedback from customers.
Research method
Mixed Method Research
Survey
Number of customers: 5million customers across online and offline
Survey topics : Customer Satisfaction, Brand perception, Churn reasons and etc.
Testing
A/B testing : Launch different log-in pages to observe the reactions (Feedback, purchase volume)
Targeted/Retargeted Campaign : Launch targeted campaigns with different variables to trigger customers to purchase/buy/log-in. Define measurements and capture information to assess the performance of each variable.
Example of research works
Competitor research to find unique selling points
Rootcause analysis to identify specific issue
Customer Profile and interest
Behaviour tracking across data sources
(Collaborating with Insight and data scientists to capture customer behaviour)
Results
- True iService had over 2million users within 2 year. The product saved over 1 million GBP to the company.
- The product, brand and communication were rebranded to become more user friendly.
- The way of working and project framework were adopted as a good Agile model across conglomerate
Before
After
Key Product Feature - Seamless payment
The seamless payment feature allows customers to access digital payment app/web without log-in. (Key insight - 90% of users dropped in the log-in page)
