Case Studies
Technology
User perceptions of the redesigned Friends tab on a short-form video platform
Qualitative study
Online IDIs
Argentina
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Challenge
A social media platform needed to understand how users perceived the new version of the app’s Friends tab after a layout update.
The challenge was to hear from people already using the new version of the feature, making it possible to assess their perceptions of the experience and of the new layout elements based on real use of the app.
Beyond ensuring users matched the defined profile, the research had to cover gender balance and different age brackets, building a diverse sample of users for the interviews.
Methodology applied
- Recruitment of users of the new version of the Friends tab directly within the app
- 6 online in-depth interviews (IDIs), with 2 additional participants as backup
- Interviews lasting 60 minutes
- Balanced distribution between men and women
- Inclusion of three age brackets: 18 to 24, 25 to 34 and 35 to 45
- Briefing and debriefing with dedicated 1 hour sessions
- Moderation of the interviews and full project management
- Translation of materials and simultaneous interpretation into Chinese, as defined in the project scope
- Interviews scheduled across three consecutive days, respecting local time in Argentina