UX Research for chatbot
implementation in messaging app
Challenge
The goal was to understand the journey and perceptions of small business owners and consumers when interacting with chatbots, focusing on buying and selling flows within a messaging app. The research needed to reveal not only the acceptance of the solution, but also the key moments when small businesses would turn to automation via chatbot.
My role
Leadership in qualitative research: I structured all research materials, from the interview script to the analysis templates.
Conducting in-depth interviews: I was directly involved in executing the interviews, ensuring the methodology and cultural adaptation of the materials.
Data analysis and synthesis: I was responsible for organizing the data, identifying patterns, and translating insights into actionable recommendations for the business.
Process
The research was designed to map the impact of implementing payments and product catalogs in a messaging app in the Brazilian context, considering cultural and language particularities. The steps followed best UX research practices:
Preparation of materials: I developed templates for interview notes in OneNote, prioritizing key questions aligned with client needs. I adapted the script to ensure clarity and relevance in the local context, including translation and adjustment of terms.
Pilot tests and schedule management: Upon identifying that the estimated interview time would be insufficient, I conducted a pilot to validate the actual duration (80 minutes). I resized the team and schedules to ensure quality data collection without compromising the deadline.
Execution and recording: I used Figma for concept testing during interviews, ensuring real-time feedback on the prototype. I centralized insights in Mural, making it easier to compare responses and collaborate between teams.
Debrief and deliverables: I structured reports in English, detailing insights, pain points, and visual recommendations (with annotated screenshots), aligning communication with the expectations of the international client.
*The company information has been withheld to ensure the protection of confidential data.
The research revealed that the proposed solution was seen as facilitating sales flow and product discovery. However, both business owners and customers expressed concerns about payment security. We recommended communication and transparency actions regarding security layers, which were incorporated into later campaigns.
Three months after delivery, the feature was approved by regulatory agencies and launched alongside the sales functionality in the app. The UX recommendations were incorporated into onboarding and communication, increasing user trust.
Results
