In the research phase, we analyze product goals and value propositions, identify problems to be solved; and through user research, explore key entry points for product design.
We need to understand the company's vision and the product's strategic direction, while effectively communicating upward to gain management support and alignment, establish preliminary value propositions, and reach internal consensus. This is the first step in helping us focus our efforts and resources on addressing key issues. Based on the preliminary product goals and value proposition, we have initially defined the competitive market and user scope, which will facilitate corresponding user research. Within this framework, there are three hypothetical questions that require validation through subsequent research, including Value (value hypothesis), Who (target user hypothesis), and When & Where (scenario hypothesis). To achieve these goals, an additional question we need to validate is What (Product Features).
Based on these preliminary assumptions, we designed two research themes with over 1,000 samples to address four core questions: value validation, user needs discovery(WHAT) , user scope(WHO), and usage scenarios(WHERE&WHEN).
Additionally, we conducted a special "Cultural Insights" research focusing on the parenting philosophy and values of post-80s parents.
These multi-dimensional research findings will provide data support and decision-making basis for our product positioning and feature design.
Target Group
Children aged 3-12 and their caregivers
Purpose
To investigate the current usage patterns of children's smart products among parents and children, including motivations for use, usage behaviors, and product evaluations, as well as to explore how needs vary across different developmental stages for both parents and children.
Methodology
Small-scale interviews combined with large-scale questionnaire surveys
Research Details
Timeline: November 2018
Samp Size: 1,000+ respondents
Sample Characteristics
Location: Tier 1 and 2 cities
Household Income: Middle-income families
Respondent Profile: Caregivers of children aged 3-12
, Consumers with prior experience in purchasing and using children's smart products
Current children's smart products in the market combine both companionship and educational features:
Our research into parents' motivations for purchasing children's smart products revealed two key findings:
Our conclusion is drawn from data analysis in two dimensions: first, the overall user satisfaction with current products, and second, a detailed analysis of specific dissatisfaction points and desired improvements. The comparison reveals that companionship products, compared to educational products, demonstrate more areas requiring optimization in these aspects.
We conducted data analysis across three dimensions to gain comprehensive insights into user needs: satisfaction points, dissatisfaction points, and desired improvements. The analysis framework examines five core aspects of product experience: design aesthetics, performance capabilities, functional features, content quality, and interaction experience, enabling a thorough understanding of user evaluations and expectations.
User feedback indicates particularly high satisfaction levels in appearance and content quality, while other dimensions show relatively balanced ratings.
Specifically, content satisfaction primarily stems from the abundance of educational resources, a feature particularly prominent in educational products.
For appearance, users of companionship products particularly appreciate the cute and portable design features.
Recent surveys reveal two common challenges in AI-based educational and companionship products:
Educational products, while receiving relatively positive feedback, encounter two key challenges: limitations in intelligent interaction, particularly in accuracy of optical question recognition, and memory capacity constraints. The latter issue becomes increasingly prominent as children age, reflecting growing demands for educational resources.
Companionship products face more significant challenges, particularly evident in the 3-6 age group. Due to limited verbal expression abilities at this age, children heavily rely on natural interactions and are more sensitive to AI's emotional responses. Additionally, parents commonly report insufficient content and poor age-appropriate adaptability across different developmental stages.
Target Group
Based on findings from the first research phase, we adjusted our second research to focus on preschool children aged 3-6 and their caregivers.
Purpose
This phase aimed to gain deeper insights into preschoolers' daily lives and identify more potential need points.
Research Details
Methodology: Interviews and observations
Timeline: December 2018
Sample Size: 10 participants
Sample Characteristics
Location: Tier 1 and 2 cities
Profile: Caregivers of children aged 3-6