Finally, the end!
The proposed solutions hopes to realize monetization by building a business model of a community platform that will connect basketball fans closely and give them venue information to reduce the time they previously spent looking for balls, finding ballmates and booking venues. The scope was further narrowed to Hong Kong in order to better serve the ‘cold start’ period users for better awareness. However, how to attract more people to the platform and make them want to join the paid subscription plan to get a better “约球” experience is something that needs further validation.
Booking basketball activities with other basketball fans is the first functional requirement to be validated. Therefore the relative usability tests and AB tests are conducted to obtain feedback for validation. Usability test provides a qualitative response from the target audience about the ‘why’; AB test results, meanwhile, are available to provide quantitative responses from a wider persona group about the ‘what’ – whether people will actually click the button in a given situation.
As for usability test, I designed five usability tasks to test the ease of use of the booking-basketball-events feature:
1. Where would you click to get the information you want?
2. How would you get more details and what details would you get?
3. Find someone who can play with you and decide whether or not to realize a activity
4. Register and log in
5. Click in the post you like in the community and find the contact number.
In addition, the test subjects were asked three questions about suggestions for improvement:
1. Please rate the website based on the user experience (5 means very satisfied, 1 means very dissatisfied)
2. What problems did you encounter during the process?
3. How do you think the page/feature could be improved?
Regarding the A/B test, as the appointment function and the community it resides in is the most important part of the platform and is also what users will only see after they have registered and logged in, the A/B test was designed to be on the registration page. The purpose of this A/B test was to see if the information about the benefits of becoming a member would increase the willingness of visitors to sign up and, to a certain extent, whether the booking function would attract users to use or even pay for it.
In the original register page, there was only the form where the registration function was located, but for variant 1, a card was added to the page that provided information about the benefits of becoming a member. This card is parallel to the registration form, so that the user can clearly see the benefits they will receive when considering whether to register or not.
If you need the results, you can access the site here.
