Mouth Muscle Training System
Website & App Field Trial
Uancare (優安互聯) is dedicated to enhancing public health. They joined the MOEA (Ministry of Economic Affairs) Project to ensure their Mouth Muscle Training System meets the specific needs of senior citizens. Additionally, they explored new business models to reach a broader customer base.
Year: 04/2024 - 07/2024
Location: Taiwan, Taipei
Type: MOEA Project
Group work: 4 members
Members: Cheng Ming-Han | Liu Iris | Liu Penny | Yeh Althea
Summary
Our Goal
01 Explore new business models and customer segments to expand the company's market influence.
02 Explore the needs of the new target audience.
03 Optimize existing products to meet the needs of the target customer group.
Approach
1-1. Workshop:
Assist clients in clarifying value propositions.
1-2. Expert Suitability Assessment:
Analyze business potential and market status.
1-3. Desk Research:
Identify the target audience and understand regulatory requirements.
2-1. Field Expert Discussions:
Conduct preliminary validation of the field and the target audience's relevance.
2-2. User Interviews:
Understand the current state of the field and potential needs.
3-1. Usability Testing:
Provide practical improvement recommendations.
3-2. Post-Use Interviews:
Understand if the product addresses pain points and identifies potential opportunities.
3-3. Buy-In Considerations:
Analyze priorities and develop a strategy plan.
Result
01 from day care centers and local organizations to home-based individual strategies.
Developed rational business strategies.
02 From the elderly to long-term care center staff.
Repositioned the target user group and summarized their usage needs.
03 Identified 9 issues in the management platform and 19 issues in the mobile app
Analyzed them, and provided specific improvement strategies.
Project Background
Taiwan is set to enter a super-aged society in 2025, leading to new market demands. The Industrial Development Administration - Ministry of Economic Affairs) has proposed the Aging Technology Industry Plan in response to this trend. It has commissioned iNSIGHT to assist companies wishing to enter the senior technology market in exploring business models and user needs.
Project Process
01
Value Proposition
Ｗorkshop
02
Business Model
Expert Evaluation
03
Field Trial
Plan Phase
04
Field Trial
Execution Phase
This guidance program is divided into four stages. iNSIGHT combines business analysis and user research to help companies evaluate business models, identify target users, and conduct field validation. We assist companies in exploring new markets and optimizing products based on user needs.
01 Value Proposition Workshop
We used the Value Proposition Canvas to guide participating corporate teams in thinking about users' pain points and needs and reflecting on whether their products and services truly help users improve their current situation. At this stage, several common situations were easily encountered:
1. Very confident in their technology but do not understand users' needs.
2. Believe that their products meet the needs, but actual product sales are not as expected.
3. Already have stable sales and want to expand the market but don't know how to find opportunities.
As a UX Researcher and Consultant, we need to know several things during the workshop:
1. The company's target users, products, and corporate development plans.
2. The stage of product development and any fields where validation has been conducted.
3. The problems encountered in the past.
4. The new markets they wish to explore.
02 Business Model Export Evaluation
Participating teams would create a presentation based on the content of the Value Proposition Canvas. After that, We invited multiple industry experts to evaluate the business model, market opportunities, and target user segmentation.
Uancare Proposal
- User: Dentist, Speech Therapist
- Field: Clinic
- Business Model: B2B2C
- Status: Previously focused on the children's market and not optimized for the elderly.
Expert Suggestion
- User: Care Attendant, Dentist, Speech Therapist
- Field: Day care center, Community center
- Business Model: B2B2C, B2C
- Goal: Clarify the adoption factors
At this stage, experts may propose ideas that are completely different from what the participating teams originally expected, or offer multiple market strategies. Researchers can first conduct preliminary desk research to set reasonable conditions for field validation.
03 Field Trial Plan Phase
Project Schedule
Communication Trial Plan
We first drafted a validation plan and discussed with the Uancare team the validation subjects, settings, users, key features, and the interview outline for this plan.
Trial Setting
While discussing the validation settings, we found that Uancare is currently collaborating with clinics. Therefore, we decided to focus on day care centers that Uancare is not familiar with, aiming to understand the needs of field operators as target users and explore the potential of B2B2C.
Trial Process
We conducted usability testing to validate the various functions of the product/service, and combined it with the SUS and interviews to gather overall user feedback and gauge adoption and purchasing intent. This helps the client understand key opportunities and requirements for entering the market.
Experiment Design
Based on the test product provided by the vendor, I identified the key functions to validate after communicating with them. I focused on ensuring participants could smoothly experience the platform’s features and the mobile training app, including sending activation SMS messages and activating accounts on their phones. The research script was designed with these conditions in mind.
I also asked the collaborating field partners to provide photos
and planned the spatial setup for the research.
Research Script
I created a script for each task to facilitate recording and analysis for the interviewer and note-taker. The content includes the task description, task completion path, completion status, interviewer guidelines, post-task interview questions, and observation guide.
Refined the research process
Through pilot testing, I identified some issues in the research process design and made improvements accordingly.. For example, the original plan required participants to download the app themselves after receiving the serial number before proceeding with subsequent steps. However, this process heavily depended on the stability of the network signal at the testing site. To reduce environmental variability, the researchers decided to pre-download the app before the study began.
04 Field Trial Execute Phase
I conducted six sessions of Usability Testing, leading tasks such as job interviews, usability testing, SUS questionnaires, and overall user experience interviews.
Research Analysis
01
Success Rate
02
SUS Score
03
Issue Analysis
Success Rate:
Out of the 9 tasks, 5 tasks had a completion rate of over 80%.
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Task 7 ("Adjust training status - Enter the third training phase"): None of the participants completed this task.
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Task 2 ("Send serial number to the case via the platform"), Task 4 ("Use the mobile app for training courses"), and Task 8 ("Adjust training stage") encountered difficulties during usage.
SUS Score:
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Platform Usability Score: 58.75, which is considered below average.
Most users found the platform's features to be complex, especially regarding serial number management and training phase adjustments. New users required assistance during their first use but could operate the platform independently after learning. -
Mobile App Usability Score: 65, close to the average level.
Users generally found the system easy to use, with minimal learning required before use. After some exploration, users could easily get the hang of it. Overall, the mobile app was considered easier to use than the platform.
Issue Analysis:
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Platform Usability: Score of 31, with 9 issues identified.
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High-severity issues: 3
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Medium-severity issues: 4
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Low-severity issues: 2
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Mobile App Usability: Score of 34, with 19 issues identified.
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High-severity issues: 1
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Medium-severity issues: 5
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Low-severity issues: 13
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