FangFang

UX Design, Need finding

FangFang is a virtual assistant that collects both housing and roommate information for struggling renters
Project Overview
The project was done for 58.Inc. I was responsible for this project, and I collaborated with data analysts, UI / UX designers, researchers, design leads and product managers in the company.
Project Details
Project Duration: almost 3 monthsProject Type: Internship at
58.Inc
My Role: UX design internApproach: Primary research, ideation, UI, prototype, video editing. ( With the help of data analysts, researchers and other designers )
Tools: Sketch, Invision, Principle

The Challenge
It’s really hard for renters to find good roommates and a nice home at the same time:
1. People gradually lose their patience throughout the process;
2. Passive communication brings problems between roommates;
3. People feel helpless and in pain but there is nothing they can do
The Solution
FangFang is a virtual assistant that collects both housing and roommate information, and create groups for struggling renters. Our goal is to help them find a comfortable home in this bustling city.It’s an efficient and simple way to offer you a perfect match.

Key Features

2. Join the group chat and check group info
You can make your considerations by chatting with the rest of the group members and browsing the housing info.By clicking the “list” button, you can check out the price and amenities of each room.

3. View roommate's profile and make your decision
If you are curious, click on the group members’ profile picture to learn more about them. Besides their basic info, you can see your similarities, their lifestyle, personality, interests, and their expectations on the profile.  

To improve efficiency, you have a limited time to consider, after that you need to confirm this group, move to the waiting list instead, or quit this group.

Design Process

Research

Market Research

The rental market will continue to grow in the future. It is estimated that by 2023,  the rental population will reach 248 million. Newest policy is beneficial to further promote the development of the housing rental market.

Customer Interview

- Empathy Maps & Semantic Profiles
- Understanding and Info of Target Customers
- Mental Model
- Persona
- Insights

Empathy Maps & Semantic ProfilesWe sent out 200 surveys through our 58.Com platform. Based on participants’ info, we divided them into different groups, and we selected the same number of participants from each group to interview. Empathy maps, which organizes the information, made it easier to communicate with other researchers.For the semantic profile, we divided the interviewees into three different user groups based on our analysis.

We used semantic profiles to measure peoples’ attitudes about products, services, experiences, concepts, and similar entities. In this way, we are able to compare how different user groups think and feel about entities.
Persona
After we generated the semantic profile, we compared three different user groups. The result turned out that Group C is more suitable as our target user groups.

Based on their ages, locations, personalities, lifestyles, especially their attitudes toward the house and roommates, we developed a persona for the product team.
Understanding Our Target Customers
Map out all informations helps me to understand our target user group better. I reorganized the information I found from the interviews into 4 concentric circles — Who, What, Why, How might we/Insights.  I also separated information based on people’s behaviors, thoughts, expectations, and realizations. Interestingly, I found some gaps in between, which generated a lot of helpful insights.
Mental Model

Insights

1. People gradually lose their patience throughout the process.

“I started from searching by myself. Then, I downloaded 5 apps and also posted my information on social media. It took me too much time... I ended in asking agencies to help me.” — Mr. Zhu
“At first, I could keep browsing the house for a few hours. I even thought about decorations in the living room, but gradually I didn’t know which to choose… The more choices I had, the messier my brain got.” — Miss Si

2. Passive communication brings problems.

“I told them one time, but they kept doing this and we didn’t know how to deal with it.” — Mr. Zhu
“I don’t know how to say it... my male roommate always reveals his upper body... It is really embarrassing.” — Miss Fan

3. People feel helpless and in pain but there is nothing they can do.

“What else can I do? This is not my house... I rent it.” — Mr. Li
“It’s always the landlord decides who will live here. Well... as long as you give him money, he will allow you to move in. I mean... it’s his house, I can’t choose roommates.” — Mr. Chai
So, how might we help renters to find appropriate home and roommates at the same time?
Problems
Insights
HMW
Researching, digesting information and negotiating are inefficient for renters.
People gradually lose their patience throughout the process
How might we help renters to make the right decision?
It's hard to know roommates' personalities, lifestyles and interests beforehand.
Passive communication brings problems
How might we build trust between different renters?
The overall experience is complicated, and a lot of unexpected things would happen.
People feel helpless and in pain but there is nothing they can do.
How might we create an overall simple and comfortable experience?

Design

Ideation

I organized 3 ideation events in the company. Over 60 people participated and devoted 300+ ideas including researchers, UX designers, UI designers, design leads, and product managers.
Asking for feedback is an efficient way to iterate concepts. By presenting our findings and ideas to people, we gradually simplified our strategy — connect housing and roommate info to improve users’ searching efficiency. I then highlighted more plausible ideas.
Visual Design
“What makes you feel like home?” I asked.“A place that I know where I can go back even in the midnight. “My interviewees told me.So I decided to use dark colors to represent “night“ and light colors as metaphors of lights.
Concept Development

Next Step&What did I learn?
This is some texI still need to run a few rounds of usability tests to fix some small problems.This was the first time that I got to know the real world, talk to real people and solve their real problems. I still remember at the end of the interviews, my interviewees asked me whether their voices would be heard. I said yes. I was really proud when I presented my research results to the company. Everyone was really into what I found out. I made it, and I not only allowed their voices to be heard by the company, but also helped millions of users in China.

Working with data analytics, researchers makes me realize the magic of data and how to build empathy with our customers.It was a really unforgettable working experience for me, which I am proud of.
Thank you so much for your time. I hope you enjoyed it.