Due to NDA, specific details have been omitted or adjusted. This case study will focus more on the process rather than insights

The Project

Client: General Motors

My Role: 1 of the 3 UX researchers in the team

Background: The client wanted to launch intelligent driving features in the Chinese market, and they wanted to know the best way to present it to attract more consumers and offer purchase options to achieve maximum business success.

Contribution:

• Participated in interview design and survey design; conducted interviews.
• Led the experimental design on user’s price sensitivity and was in charge of the data analysis.
• Participated in the final report and presented one part directly to the client’s global team

Time: 2023, lasted for 2 months

[Phase 1] Qualitative Analysis

For the final delivery, we needed to provide the client with a quantitative analysis showing how much users are willing to pay for intelligent driving features, in what ways, and how various factors influence this relationship.

To better build the final hypothesis, we conducted an interview-based study to explore users’ behaviors, attitudes, and underlying motivations:

The Goal

focused on behavioral & attitudinal info: