PRojects
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01 Volvo Customer Focus Analysis:
Unstrcutured Customer Review Mining and Modeling for Conquest Opportunity
02 Post-Covid Opportunities:
an extensive Market Research for
2023 Annual Product Planning
Other UXR Methodology Related Projects
Rear-Seat Entertaining Screen:
an Interview Study
for Product Improvement
Button or Touch Bar:
a Usability Study
for Prototype Testing
01 Customer focus analysis
A quantitative customer research project leveraging unstructured review data for mining and modeling, uncovering insights to inform Volvo USA market conquest opportunities.
Background
Google reviews are spontaneous, user-generated feedback that captures real customer sentiments, providing a more authentic view of customer experiences. Unlike solicited customer data, such as survey feedback, these reviews offer organic insights that enhance credibility, helping businesses understand customer needs and preferences.
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Now, Volvo Group North America has collected Google reviews and ratings industry wide from 2020 onwards. However, this dataset has not undergone further processing, leaving limited insights into customer priorities or how customer experience (as reflected in ratings) is influenced.​​
The main challenges are: ​
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Breaking down each review into progressively granular topics to enable a deep dive into specific areas of customer feedback.
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Identifying the topics with the most significant impact on ratings rather than simply performing descriptive statistical analysis, allowing for a more nuanced understanding of the factors that influence customer satisfaction.
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Leveraging impactful topics in a strategic level, assessing where Volvo has a competitive edge, thus enhancing market positioning and customer conquest efforts.
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Research Objectives
01
break each review down
into progressively granular topics
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Identifying the topics with the most significant impact on ratings
03
Strategically leverage impactful topics to uncover conquest opportunities
Research Procedures & Major Takeaways
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1. Collaborated with Qualtrics to ensure Natrual Language Processing (NLP) Efficiency
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1.1 Map Customer Journey Stages as Parent Topics
To ensure that topic segmentation alignment with business objective, I helped parent topics pre-define, and journey-based review classification. In this stage, I treated each stage in the customer journey (e.g., Awareness, Purchase, Post-Purchase Support) as a predefined “Parent Topic”, before Transformers (BERT) model was applied to categorize each review under the most relevant journey stage based on keywords, phrases, or contextual cues within the review text.​
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1.2 Sentiment Scoring at Topic & Review Level
Then, an aspect-based sentiment analysis was conducted for each identified topic within each journey stage. This includes scoring the sentiment of specific aspects within a topic (e.g., sentiment on “product quality” in the Purchase stage). An overall sentiment score for each review will then be calculated by aggregating sentiment scores of all topics it covers, providing a holistic sentiment for the review as it relates to the journey stage.
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2. Independently led Exploratory Data Analysis (EDA) and Data Modeling
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1.1 Dataset Visualizations
In the exploratory data analysis (EDA) stage, I focused on extracting the most granular topics from the dataset to build an initial understanding of customer feedback patterns. I visualized key metrics such as topic counts and average ratings across these granular topics, providing insights into their distribution and sentiment. This preliminary analysis helped uncover prevalent themes and rating trends, establishing a foundational view of the data to guide further, targeted analysis.​
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1.2 Elastic Net Model Building
The next step involved building a predictive model to test feature importance. Here, I selected Elastic Net model, for its ability to handle multicollinearity and variable selection - by combining both Lasso and Ridge regression penalties, it can manage highly correlated predictors by penalizing coefficients, while performing automatic feature selection through shrinkage.
Here, I used all the most granular topics (excluding baseline topics) as independent variables and ratings as the dependent variable, aiming to identify the topics with the highest impact on ratings.​
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3. Performed Strategic Opportunity Mapping via SQL Data Manipulation
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1.1 District Performance Benchmarking
In the next stage, I compared the performance of the top 10 most influential topics across Volvo Group’s 5 regions and 27 districts. Using zipcode as the join key, I performed an inner join of the overall review rating dataset with the regional segmentation table to create a new dataset that included district-level topic scores.
With this new table, I analyzed topic scores by comparing the average score for each topic across Volvo, its main competitors, and each region. I also conducted significance testing to identify topics where Volvo's scores were significantly higher than competitors’. These topics, where Volvo demonstrated a notable advantage, were then marked as potential conquest opportunities for targeted strategic efforts.​
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1.2 Conquest Customer Pulling
Finally, I looked at fleets that primarily buy targeted brands in each district, and filtered to those who are becoming less loyal to their primary brands. These fleets are the customers that may be open to conquest.
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Impact
Presented findings to 12 stakeholders across 3 function areas - branding, marketing, and dealerships
Drove the implementation of a marketing Pilot Program
Findings were incoporated in VTNA 2030 Strategy, guiding the strategic direction of market positioning and customer experience
02 POst-covid opportunities
a greenfield market research tracking post-covid user changes, industry trends and competitor landscape that facilitated 2023 annual product planning insights.
Background
In December 2022, the government of mainland China lifted Covid restrictions, marking an official transition into the post-pandemic era. At the same time, the company was also transitioning from platform NT2.0 to NT3.0, making brand and product positioning updates a strategic next move.
Recognizing that Covid has significantly influenced user habits, values, and the overall industry dynamics, our product team initiated a comprehensive greenfield market research study to delve into the shifts in automotive industry trends, competitor landscape and consumer behavior due to the impact of COVID-19, particularly focusing on the NT3.0 platform's market opportunities.
The main challenges are:
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Navigating the uncertainties in consumer behavior post-pandemic.
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Differentiating NT3.0 offerings in a competitive landscape.
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Chinese Mobility Behaviour Predictions, by Boston Consulting Group
Research Objectives
01
explore user changes in terms of
demography, lifestyles and values for better market segmentation and targeting
02
analyze industry trends
and
competitor performance for better industry benchmarking
03
integrate user analyses
and market insights
to form actionable
product developement opportunities
Research Procedures & Major Takeaways
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1. Understand today's Customers.
First, in order for more efficient user segmentation, I designed research outlines and conducted desktop research to gather information mainly on consumer demographic changes, lifestyle & values shifts and car usage changes. Based on initial findings of the desktop research, I designed and led on-on-one internal user interviews to valiadate these customer hypotheses.
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The rationale behind the focus on demographic changes lies in the traditional family-centric social structure in China, where social activities are often conducted with the family as the unit. Therefore, demands for cars usually stem from family needs, such as picking up and dropping off children, family outings, etc.
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Research Outlines
Competitor User Profiles
2. Track major competitors and the automobile industry dynamics.
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Next, industry trends research and competitor benchmarking is accomplished through multiple research methods including surveys and external user interviews. This multi-faceted approach aids in comprehensively understanding the positioning of key players and their strategies.
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In developing interviews targeted at competitors' users, key areas of focus include profiling car consumer personas, exploring the appeal of different car models, and identifying critical factors considered by consumers before making their final purchasing decisions. This process ensures a thorough grasp of market dynamics and consumer preferences, guiding strategic decision-making.
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Meanwhile, surveys were distributed to users from three major competitor brands (300 respondants for each brand; 900 respondants in total). Both SUV and Sedan were taken into account. Then, quantitative data and qualitative feedback were collected and analyzed.
Main dimentions include: 1) car purchasing statistics (purchasing motivations, main models compared, key points of focus in driving experience, etc.); 2) user information (demographic characteristics, car usage scenarios, etc.); 3) Current product satisfaction and evaluation.
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survey data example: comparative brands for consideration
3. Major takeaways from the research are:
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Turning Market Insights into Product Opportunities
1. Entry-level model opportunities: The size of the middle class is increasing, and there is a trend of the new middle class becoming younger.​
2. Best-selling model opportunities: The age of having the first child is being delayed, which coincides with a period of stable asset growth for one-child families, leading to increased opportunities for consumption upgrades.​
3. High-end car model opportunities: a trend of married, high-income groups having more children.​
market segmentation and car model positioning matrix
My Contributions
1) Accomplished three comprehensive reports on user segmentation & transformation, as well as competitor trends, with key takeaways from interview and survey. These reports addressed critical questions regarding user behavior and market uncertainties.
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2) Directly impacted the strategic direction for product development, informed the design and feature set priorities for upcoming models.
- E.g., For the brand's primary target segment — high-income earners — the design strategy is anticipated to reflect the growing number of children in these families, suggesting a demand for vehicles that accommodate larger family needs while maintaining a sense of luxury and style.
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3) Facilitated specialized research projects targeting competitors for product feature improvement.
- E.g., initiatives such as seat comfort and rear-seat entertainment screen evaluations were initiated based on feedback from Li Auto L9 users regarding areas where NIO fell short.
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rear-seat entertaining screen
a one-on-one interview study on rear-seat entertaining screens application, providing valuable insights into interior design improvement.
Background
In December 2022 when Covid-19 restrictions fully lifted in China, our team observed a significant shift in user preferences for car features, as indicated by survey results, highlighting a notable increase in interest for rear-seat entertainment screens.
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However, there are cobnversy about whether or not extra screens should be installed. Therefore, it is important to delve into the underlying reasons behind each side, and to gear up for the introduction of new car models in the upcoming year.
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user interest distribution, December 2022
Research Goals
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Find out the underlying motives that drive the interest in or objection to rear-seat entertaining screens and better understand user behaviours and demands;
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Give guidence to the upgrades of existing car models and launches of new car models in terms of interior design.
Methodology: 1-on-1 interviews
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First, I Led Sample Selection: Both our internal users and those of competitors are hired for the interview.
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Internal users are sourced through our in-house database, and external users are hired through third-party agencies.
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To locate internal users more accurately, I chose the following criteria to filter for interview objects: ​
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​Users who explicitly expressed in the survey that they wish or do not wish to have rear-seat screens installed;
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Users who gave lower ratings to car's interior space in the survey, to investigate whether the screen is a key influencing factor and examine their true demands.
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Then, I helped design Major Interview Questions: Based on my desk research findings, as well as user feedback from internal surveys, hypotheses and interview questions are raised. Our team tries to validate the impact of demographics and changing lifestyles, and dig out other underlying user demands.​
What I did during and after the interview...
First, I documented and organized each interview, outlining demographics and lifestyles, purchasing motivations and typical patterns of car usages, and their attidudes toward rear-seat entertaining screens.
Personas are created based on the record, highlighting the outstanding traits of different users.
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What they say & do?
​Pros:
- "Kids can get so bored during long trips; they keep interacting with NOMI (intelligent voice assistance) and that's distracting for drivers."
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​Cons:
- "the kids are already using enough electronic devices; i just want them to relax in the car"
- what is the point of travelling if everyone is immersed in their movie world?
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what they do:
- before going back home, male drivers sometimes go to back seats to relax and enjoy their 'alone time'.
- when there are only two (usually couples) in the car, it is usually the front rows, not back rows, that are taken
What they hear?
- "why it is that other products in the market can offer screens in rear seats, while yours can't?"
- "the interior design of car is too simplified; your car is not worth its price, if you don't even have rear-seats entertaining screens!"
What they see?
- friends with other electric vehicles can enjoy sofa and TV in their backseats
- there are various designs of in-car screens now in the market; some can even be folded.
- for some brands, there are multiple, larger screens in the car, making the interior design look even 'fancier'
What they think & feel?
​Pros:
- can I have a broader choice for interior space, including the entertaining screens?
- how much does an extra screen cost?
- how to guarantee the safety of screens in the backseat when the car is moving (kids not hitting their head)?
- how to ensure minimal harm to children eyesights (screen quality, distance)?
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​Cons:
-I don't want NIO to simply follow suite and compromise its brand independence
- I just want my families to completely enjoy time together, rather than staring at the screens, leaving me alone driving
Then, to better understand customer demands and hear the unheard voice, I applied empathy map to analyze users.
My Key Findings
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The debate over installing rear-seat screens primarily stems from varying expectations regarding in-car experience.​​​​
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Pain
: what fears, frustrations or obstacles are they facing?
For those who wish to have rear-seat screens:
- The lack of entertainment experience for rear-seat passengers
- The lack of safety and quality of rear-seat screens
- The cost for extra screens
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For those who don't:
- The lack of uniqueness, consistency of interior design and indenpendence of the brand
- The lack of interaction among passengers
- The lack of safety and quality of rear-seat screens
Gain
:what are they hoping to get? What does sucess look like
For those who wish to have rear-seat screens:
- Joyful entertainment experience for rear-seat passengers
- Safe, high quality rear-seat screens
- The cost-efficiency of extra screens
- Flexible choices of screens
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For those who don't:
- consistency and independence of design
- The experience of 'being together' that engages all passengers in the car
- The safety and quality of rear-seat screens
For those who show interest in rear-seat screens,
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what they want is a more entertaining experience that can involve high-technology.
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When those say "rear-seat screens are completely unnecessary", they are not actually against screens themselves;
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Instead, they are craving a more 'being together' experience that engages passengers (families).
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2. When it comes to screens, both parties care about safety and quality of the screens ,and originality of designs.​​​​
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About 25% and 20% of users reflected their concerns about safety&quality of screen and originality of design, respectively.
My Contributions
I conducted and documented over 30 interviews, compiling a detailed, 12-page analysis with highlights and in-depth insights.
The analysis of user expectations inspires the product team to come up with more flexible and innovative solutions, like VR glasses, which are fun to use and can be optional so as to meet different demands.
User satisfaction rate within trail group about interior space increased by 15% after the release.
Button or Touch bar?
a usability study on physical buttons and touch bars applications in car infotainment systems, providing insights for next generations' in-car interfaces design
Background
The company is currently considering an upgrade for next-generation in-car infotainment systems, with a primary goal of achieving a minimalist Tactile User Interface (TUI).
While most cars nowadays allow users to execute commands by directly touching the screen, our design team proposed a novel concept: incorporating a touchpad at the vehicle's center console to facilitate connectivity with the cabin's screen. This design is expected to improve both convenience and safety.
However, there is internal debate regarding the use of physical buttons versus a touch bar on the touchpad. To resolve this disagreement and determine the final design approach, we decided to conduct a user usability study.
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- lower learning costs
- higher memorability
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- concord with 'minimalist' design style
- higher efficiency
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Methodology: Usability Test
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20 participants, 40 min session per participant
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participants were recriuted from different departments of the company
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3 NIO users; 7 other EV(electric vehicle) users; 10 fuel-powered car users
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All participants were shown two designs in succession, with 10 randomly selected participants presented physical buttons first, and the other 10 shown touch bars first
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each participant first went through free exploration phase, where they explore the touchpad themselves without any intervention
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then, they were given specific intruction to perform a designated task, like picking up the phone or adjusting the video playback position​
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lastely, they were asked to provide their feedback and questions about this experience
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Internal lab set in headquarter (Shanghai, CN) of the company
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the lab replicates in-car environment
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My Contributions and Findings
First, I analyzed and categorized each participant, according to their demographical information and past car-usage and high-tech-related experince.
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This lays a foundation for further user preference analysis.
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Finally, a report on both physical buttons and touch bars test results is accomplished, highlighting user behaviors, main challenges for users and respective advantages of each design.
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Then, I watched and document each participant's behaviors, reactions and questions, throughout free exploration phase, specific instruction phase and retry and feedback phase.
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After all the tests have been conducted, I organized key findings and cooperated with the design team to summarize similarities and differences among users and their feedback.
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Physical Button
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For most users, UI mapping represented by physical buttons is intuitive and easy to use.
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For example, when asked to answer the incoming call, participants naturally "click the left button", which is mapped to the “green check” mark on the screen
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When it comes to more complex instructions, physical buttons sometimes fail to realize them.
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For example, ​when asked to fast forward the video, users can only do it in a certain speed (usually 2x).
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​ Younger users and EV users tend to comment this design as "old fashioned"
Touch Bar
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For most users, UI focus (e.g., flinch to answer the phone), and functions that do not rely on UI(e.g., adjust video progress), take more time to learn and memorize, as they all have different habits.​
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When required to scrub the video timeline, participants react differently: some drag with one finger, some drag with two fingers, some even press and drag at the same time...
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However, touch bar allows more complex instructions, like fast forward the video in 3x/4x speed.
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​ Younger users learn touch bar functions quickly (usually within 3 times of trials) and prefer this design.
Impacts
User preferences and behaviours were better understood, and the learnability, memorability, efficiency, errors and satisfaction of two designs were assessed.
Test findings contributed to modifications in various functions of the design prototype, including the way of adjusting video prgress and anti-misoperation features.