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User Experience Research on

Website of Tencent Cloud


Computing
Web based Research Project

Chelsea Xu
xuqiancc@gmail.com

Rewarded as One of Top 10 Excellent Projects of User Experience and Marketing Research of
Tencent 2013.

Research Background

As a product launched one and half years, a new


version(V3.0) website of Tencent Cloud Computing System
(www.qcloud.com) needed to be released. I was appointed
as the only UX researcher for Qcloud, but I know nothing
about cloud computing at that moment.
I designed the research independently, and carried out
most work such as usability testing, user interview,
questionnaire design and satisfaction survey and so on.

Research Process and Solutions


Target:
Pre-requisite
Study
Second hand
research
Depth interview
of internal user

Improve user experience of www.qcloud.com and compare the customer satisfaction of V2.0 and V3.0
Persona
Analysis

Research on
different
modes and
modules

Field research
Depth interview
of third-party
operation team
Web data
analysis

User interview
Usability test
Phone interview
Conception
testing

Beta Version
Test
Online A/B
Testing
Usability test
Conception Test

Questionnaire
Competitors

April

April

May
Prototype design.
Function design
Optimize UX

Satisfaction
survey on v2.0
and V3.0.
Questionnaire
Phone interview
Data analysis:
cross-over
analysis, Ttest

analysis

2013

Evaluation of
new version

Septem
ber
Beta version
released
Optimize UX

October
V3.0 released

Pre-requisite Research
Target:

To know what Qcloud is and what a user researcher can do for it

Solutio
ns

Challenge
What is Qcloud? Cloud
Computing? So
technically! What can I
do for it?

How to carry out


research as fast as
possible when you
know nothing about the
product but
requirements are
hurry?

Users are third-party


developers/teams,
they wont come to
lab. How can I do?

Second hand research.


As a totally technology-based product, the first
step should optimize core functions and improve
the most painful points.

Communicated with couples of internal users and


brought a product manager with you.

Remote survey: online questionnaire, phone


interview, remote observation.
We visit them if they can not come.

Persona Analysis
Target
To know who are potential users and identify the core functions although
back-end system architectures are almost different for different
developers.

Solutions
Field research, usability test, depth interview and log data analysis.

Process

Who uses Qcloud?


Which model and what functions they use and concern?
How they use? The feature of usage of different developing
team?

Why they use?

When and Where they use? Scenarios?

Their expectations

Their scale and back-end system architecture

Users were classified to four different groups. Each of them had


their own feature. Combing with monthly activity data from
log, size of each group and benefits they could bring were
estimated, and target users and product requirements are defined.

Persona Results

Research on Different Modes and Modules


Hi-Fi Demo Test of CVM
Feedbacks for Hi-Fi demo by
usability test and user interview

Requirements Research
of CVM
Hi-Fi Demo Test of CEE
Feedbacks for Hi-Fi demo by
usability test

Requirements research
of CEE
Features of target users
Usage motivations and habits
Pain points and possible
solutions
Feedbacks for current model by
usability test
Conception test

Features of target users


Usage motivation and habits
Pain points in priority level and
possible solutions on different
modules such as CDB, CDN
and CMEM
Potential requirements in
mobile devices

Research on Different Modes and Modules


Target:

To identify pain points of each model and module, how they are produced and find out possible

solutions.

Solutions

Observe users behavior and collect feedbacks by usability


test
Dig out requirements of users by one-to-one depth interview
Quickly adjust and collect simple requirements by phone
interview
Collect further feedbacks by usability test on Hi-Fi Demo
before releasing
Detect possible solutions by conception test

Result

Operation ways of target users and pain points of each module


were collected.
Requirements were collected and adjusted.
There was direction for improvement of UI design
Feedbacks for new design and functions were collected before
releasing, which saves time and cost.

Options are not enough. Itd


better to add options, e.g.,
create view, add column
to a table,
Parameters could be
displayed when one option
was chosen.

Research on Different Modes and Modules

Challenges

Solutions

The quantity of users is not enough to identify the


priority level of pain points by online questionnaire as
usual.

Combing the clicking rate of different modules and


customer complaint data, to find out which modules are
complained more frequently and what functions should be
improved urgently.

Beta Version Test


Target
To modify the requirements and new design according to the
feedback of Beta version.

Solutions
Release the beta version to loyal users before
releasing to all:

Collected the feedback from customer support center.

Compared the feedback of V2.0 with V3.0 Beta


Along with product managers and designer, usability test
and the user interview were carried out:

What do they complain? Why?

How do they think of V3.0 Beta? Compared with V2.0?


Why?

How do they operate the new page? Pain points?

V
S

V3.0 Beta of qcloud.com

V2.0 of
qcloud.com

Evaluation of New Version


Targets

Compare V3.0 and V2.0 and identify whether the new version is better.
Overall estimation about V3.0, including each module and new webpage.

Challenges

Solutions

It is impossible to use online


questionnaire for V2.0 because there
are only a couple of users. How can
I do that?

If the quantity of users is too small to


do a online questionnaire, satisfaction
survey can be done by phone
questionnaire.

If the satisfaction survey was done by


phone questionnaire on V2.0, then
V3.0 and the future versions should be
done by phone questionnaire, too.
However, it is costly and also
impossible, if the quantity of users
increases vigorously. How to do
satisfaction survey on V3.0 and
the future versions?

The same questionnaire can be


done online and by phone
simultaneously for V3.0. The result
of V2.0 can be compared with the
result of V3.0 gained by phone
questionnaire. Then, the satisfaction
of future versions can be compared
with the result of V3.0 gained by
online questionnaire.

Satisfaction Survey
on V2.0
Phone Questionnaire

Satisfaction Survey on V3.0


Phone Questionnaire

Online Questionnaire

Satisfaction Survey
on next version
Online Questionnaire

Evaluation of New Version


Result
Satisfaction Comparision between V2.0 and V3.0

V3.0

V2.0

Evaluation of New Version


Difference between phone Questionnaire and Online Questionnaire
Why did I do this research?
There is difference of satisfaction between phone questionnaire and
online questionnaire for Qcloud V3.0. Is that a universal phenomenon
or only an individual case for pc-based product of Tencent?
How big is about the difference? Can it be ignored?

Satisfaction Comparision on QQ2012 (PC Version)

Solution

Phone questionnaire

Web questionnaire

Satisfaction Comparison on Qzone


(Chinese biggest social network)

Phone questionnaire

Web questionnaire

The
End

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