Introduction
Mobile Solution for Animal Semen Analysis
iSperm is a mobile computer-assisted sperm analyzer (mCASA) that helps veterinarians, farmers, and researchers overcome regional restrictions and make animal reproduction more successful. The main function of iSperm is to convert the sperm’s quantity and motility into data to assist users in making decisions.
In this project, we designed an interview process to gather authentic feedback from overseas users and implemented it to guide the direction of future updates.
Problem
Expanding to Different Species and Users Worldwide
Our original product was a quick screening tool designed for pig breeders in Taiwan and China, but we aim to improve it for use with different species in various countries.
To better understand how to improve the product for different industries, we face challenges in comprehending their actual needs and how they use it.
My Role
Collaborated with the BD team throughout the research process. Responsible for designing the interview process, conducting user research, and implementing the result to set update objectives with the development team.
Competitive Overview
Challenged by Competitors in Mobile Device Market
Existing analyzers in the market require a computer and high-level microscope, which makes it challenging for vets to examine on site and communicate with breeders. After successfully porting the technology to mobile devices, competitors with industry advantages have begun to challenge us.
User Survey
Online Demo, QA and Individual Interview
We designed a process that aims to lead customers to participate in a pre-sales online demo through online advertising, and to accept our user interview after a period of use.
This process helps us resolve customer doubts and usage issues, while also building a complete user research to help us understand the direction of future updates. We will also edit real feedback into short videos for advertising purposes to attract more potential users.
Case Study: How we find & convince overseas customers
Findings from Online Demo
Categorizing the issues gathered from product demos with potential customers has revealed varying expectations from different species' customers. This guided us to organize the initial feedback into meaningful questions for further investigation.
Insights from Online QA & Further Interviews
To confirm the necessary features for our customers, we conducted about 10 in-depth interviews with vets, lab technicians, and horse breeders in the US, representing approximately 40% of vets, 20% of technicians, and 40% of breeders. We also interviewed 10 pig breeders from China and Taiwan.
- Pig breeders are satisfied with the current product's quick screening function, and are unlikely to spend time on detailed inspections unless it can identify abnormalities, which is difficult to develop.
- If the product can identify kinetic parameters and sperm tracking, which are required by the Equine Association, horse users may be significantly more willing to make a purchase.
- The current data center functions are too basic, and users of all species hope for an upgrade.
- Equine vets in the US manage animal data for multiple farms and require strong classification functions to communicate with farm owners, unlike in pig farming where a one-stop management system is common.
The table displays varying user demands across different industries:
Building Empathy
Personas from Pig & Horse Industries
By analyzing both quantitative and qualitative data collected from surveys and interviews, we developed distinct profiles for our target audiences - veterinarians and breeders. This enabled us to gain a deeper understanding of their requirements and prioritize objectives based on their specific needs.
Compared to our main users in Taiwan and China - pig breeders, who handle all the tasks mentioned above, they prefer a simpler operating process and have relatively low demand for further analysis (sperm kinetic, morphology).
Feel free to browse the Interview Video Reference:
User Experience Map
During the breeding season, vets in horse industry are busy and prioritize conducting quick animal screenings, while detailed exams are carried out by technicians. The final report is then communicated to the breeder by the veterinarian.
In contrast, users in the pig industry in China and Taiwan handle all steps themselves and proceed with extending after quick screening without the need for detailed examination.
Result
Identify the Key Objectives
After conducting a thorough analysis of users from different species industries, we were able to gain a comprehensive understanding of the actual reasons why some customers need certain functions to be adjusted. Based on this, we have identified several key objectives for redesign:
1. Improve Accuracy & Design Detailed Examination Process
Design a user-friendly testing experience by understanding the hardware, software, and pre-processing requirements to improve accuracy and add detailed examination features.
2. Simplified Packaging & Extending Process
Understand the calculation variables for different species and design an interface that allows for different calculation methods. Incorporate a memory lock function to streamline the operation in subsequent processes.
3. Data Classified & Advised Order
The data center will be improved by categorizing data by farm and adding features for alerts and suggested collection orders.
4. Tutorial Videos Integrated
We aim to solve the common issues with product operation and pre-processing by integrating instructional videos into the app for quick resolution of dealer queries.
Start to Design
In the next case study, we will showcase our process for redesigning the product based on these objectives:
Link: UI Redesign Case Study
