User Behavior Research in MeiYou Community

Project Background

Gaining the behaviors of users deeply in Meiyou community

MeiYou is an application that focuses on serving various stages of women's lives, and its community provides a unique platform for users to facilitate communication, knowledge sharing, and asking questions. We pay close attention to our users to ensure that MeiYou continues to provide a valuable community experience.

The aim of this research is to provide a foundation for the improve user satisfaction and future development direction. We hope to derive optimization to enhance user retention and engagement.

Demand Analysis

Problem Identified: The majority of users passively consume community content

Through long-term monitoring of our backend, we observed that the majority of users choose to only browse community content, with only a few willing to engage in interactions such as commenting, liking, or posting. This phenomenon prompted us to initiate this investigation.

Research Strategy: Conduct stratified research on users

We categorize users into three major types based on their activity levels: tool type, browsing type, and interactive type. The behavior and proportions of each type of user are as follows:

Qualitative Research

Questionnaire survey: Independent Data Analysis to Understand User Behavior and Needs Better

1. Survey Design:

Creating the questionnaire based on the four user identities in MeiYou to ensure its relevance and accuracy.

2. Survey Delivery:

There are three common methods for delivering a survey. We opted to use push notifications.

3. Survey Collection and Analysis:

We gathered a total of 1191 valid responses, providing insights into user preferences, reasons for not interacting, and other platforms commonly used by them.

Quantitative Research

Telephone Interviews

Due to concerns related to the pandemic and individual privacy, we opted for telephone interviews as the primary research method.

Focus Groups

They express their opinions and delve deeply into their perspectives and experiences, helps us capture more specific insights and opinions.

Research Analysis

Return Back to User Statements, Classify and Organize Them

Persona

We created user personas for three types user identities

Key Findings

Using Double Diamond for discovering and defining

By clustering the issues, we categorized user concerns into three main types: content quality issues, push mechanism issues, and interaction willingness and operation-related issues.
Under each theme, we listed specific problems raised by users and proposed corresponding solutions. This organization helped us better understand user needs and provided targeted directions for improvements and optimizations.

Prioritize all solutions and schedule the feature rollout order as follows:

Design Optimization

1. Optimizate the process of negative feedback

By introducing more prominent negative feedback buttons and simplified operation steps, users can quickly avoid content they are not interested in, thereby reducing fatigue from browsing uninteresting content. This improvement not only provides a more accurate basis for optimizing the algorithm but also more precisely delivers content that users are interested in, enhancing the user's browsing experience. This, in turn, achieves the goal of extending user usage time.

2. Maintain and Optimize the Content Structure of "Doctor Authority + Mom Friends"

Satisfy users' dual needs for UGC and PGC content. By providing diverse content, we offer assistance to users from different perspectives, thereby increasing user retention rates and providing users with a richer and more valuable community experience.

3. Optimize Publisher, Simplify Interaction Process

Introducing a post-publishing module not only lowers the barrier for users to post, simplifies the difficulty of operation, but also provides a clearer reading experience for browsing users.
These improvements make it easier for users to participate in community interactions, promote exchanges and interactions between users, thereby enhancing the overall activity and attractiveness of the community.

4. Encourage Influential Users to Actively Post

- By optimizing the influencer system, we motivate users to become creators and post content to increase the number of high-quality posts and enhance the community's attractiveness.
- By establishing incentive mechanisms, we attract more users to participate in creation, providing them with a platform to share their expertise and experiences.
These measures not only increase the quality and diversity of community content but also attract more users' attention and participation, thereby enhancing the overall activity and attractiveness of the community.

5. Optimize the Topic System and Continuously Operate

- By adding topic cards, hot columns, and other methods, we provide richer content to attract users to the community.
- At the same time, by strengthening operations and continuously providing a variety of topics, we ensure that users have "something to say," guiding them to actively post, comment, and participate in discussions.
These measures not only enrich the community's content but also enhance users' sense of participation and willingness to interact, thereby promoting the community's development and activity level.

Optimization Outcomes and Ongoing Follow-up

We proposed 20 design optimization suggestions

Out of these, 10 optimizations have been successfully implemented based on data-driven feedback. The project's success rate is 100%, and both user retention and activity duration have seen improvements, indicating that our improvement efforts have received a positive response from users.

Delivering research templates

These will serve as guiding documents for long-term research, helping us maintain a focus on user satisfaction and continuous app improvement.