Cross-Cultural UX Transformation
Field Study | Service Design Blueprint | Interview
Project Overview
In this project, I undertook a transformative journey of aiding a prominent Chinese company in establishing its foothold in the competitive North American market. Leveraging my expertise in user research and analysis, I conducted a holistic UX research process, employing a myriad of methods such as field studies and interviews. This comprehensive approach not only illuminated the intricacies of user behaviors but also uncovered nuanced insights crucial for crafting an unparalleled user experience tailored to the North American audience.
My Responsibilities
Sole product designer
- UX Research: Field Study, Expert Interview, Desktop Research
- Service Design: Insights, Blue Prints, Market Research Report
CLIENTS NEEDS
Ningbo Zhongxin Die Casting Mould Co., Ltd. is a leading company in the aluminum alloy product high-pressure casting industry in China since 2003. After reaching a certain market share in China, Zhongxin is eager to enter the international market and hopes to develop their first overseas market.
How might we help Zhongxin to start their business in US market?
Deliverables
We provide a clear business plan to help our clients' company is Initially established as a marketing and service company, developed into a full-featured U.S. manufacturing facility eventually.
CHALLENGES
Unknowability
Ningbo Zhongxin Die Casting Mould Co., Ltd. is a leading company in the aluminum alloy product high-pressure casting industry in China since 2003. After reaching a certain market share in China, Zhongxin is eager to enter the international market and hopes to develop their first overseas market.
0 -> 1
For Ningbo Zhongxin, it's a great challenge for them, as they have no previous experience with overseas orders.
Cultural and Communication Barriers
The differences in language and cultural backgrounds between China and the United States have brought significant challenges to business negotiations and order completion. On top of that, obstacles such as time, geographical distance, and the sentiment of some client companies to the relationship between China and the United States and the attribution of product manufacturing locations further complicate matters.
PROJECT SCOPE
Triangulating insights from UX, Technology and Business perspectives, our company aims to provide a clear project roadmap and business canvas with worthwhile UX and Market insights to suggest Zhongxin how to start their US business.
PROCESS
Desktop Research
In this research phase, our first task is to understand the background of North American aluminum die-casting in all aspects.
We cut through different perspectives, hoping to cover all the mainstream insights and details.
Key Insights: In this project, there's a concept needed to clarify -- OEM, which stands for original equipment manufacturer. In the business world, this means a company that makes a product to be sold by another company under its own name. Zhongxin is a competitive and potential supplier to those companies.
FIELD STUDY
We invited our client to participate in the exhibition, which a global association of more than 128,000 engineers and related technical experts. We prepared brochures, posters and samples to attract potential stakeholders and clients to come to our booth. Besides preparing for the booth, I'm responsible for field study.
Field A: Affinity Diagram
Field B: Behavioral Map
We invite 8 participants to walk through the current experience of the existing electrical vehicle along with few questions after each step.
MARKET SEGMENTATION
We analyze potential target clients of Zhongxin from the insights for secondary research and field study.
BUSINESS ROADMAP
Based on the above analysis, within 5 years we can arrive at a clear map of development.
SERVICE BLUEPRINT
Based on Zhongxin's market segementation, user journey and roadmap, we conclude our business service blueprint.
DESIGN VALIADATION
We did 2 expert interviews to help us iterate and validate our insights for Zhongxin.
OUTCOME
As of October 2023, Zhongxin has successfully secured its first North American order and has plans to participate in three die-casting industry exhibitions.
MY TAKEAWAYS
Play to strengths and avoid weaknesses
After identifying our strengths and weaknesses, we don't need to hide our shortcomings when venturing into new business lines. By changing our perspective, what was once a weakness, such as our supply chain in Chinese manufacturing, can become a strength when viewed from a global standpoint, where our customers are already ahead.
Clarify stakeholders map as soon as possible
In B2B projects, we must promptly identify stakeholders. Apparently unrelated customer groups, like enthusiasts of new energy vehicles, can subtly influence future decisions, even in the die-casting industry.
