How Hike levels-up User Understanding
With User Immersions our top team, quite literally, walks the talk in building user empathy. And then pours it all into the product.
By Tanushree Sharma, UXR Team, Hike
In the dynamic world of tech startups, understanding users isn’t just a nice-to-have — it’s the cornerstone of success. At Hike, we’ve embraced User Experience Research (UXR) wholeheartedly, weaving it into the very fabric of our company culture. Here’s why UXR isn’t just a box to check but rather the guiding light illuminating our path forward.
A Deep Dive into User Realities
Picture this: Twice a year, the founder and leadership team at Hike, along with UX researchers, step out of their comfort zones to immerse themselves in the lives of our users. We hit the streets, their neighbourhoods, tea stalls, metro stations and public parks — wherever our users are — to meet them and truly understand their world.
These immersions aren’t just about gathering data; they’re about experiencing the intangible aspects of our users’ lives that shape their interactions with our app.
We don’t stop at surface-level observations. We delve deep into the daily routines, aspirations, and pain points of our users. These experiences give us firsthand knowledge of what matters most to them and how we can serve them better through our offering in our app.
However, organizing user immersions with our leadership team is no small feat. Especially in a remote-first environment wherein the team is spread all over the country, planning and logistics are a challenge. At the outset, we partnered with external agencies for user recruitment and on-field verification, coordination et al.
But after our second edition, we decided to take it up ourselves.
Why? Because we get to call the shots while saving huge costs.
Taking Control of Organizing the Immersions
After our second edition, we put our operational learning to use and built an in-house capability to organize these. Not only would it allow us to maintain full control over the process — from respondent recruitment to meetup locations, but also enable agility in accommodating last-minute changes.
As a first step, it entailed aligning our leadership team on the necessity and value of this initiative.
From here, we went on to create a role in the UXR team which would be specifically dedicated to user connects — be it for recruitment or any other purpose where initial contact and coordination with users is required.
Lastly, we took help from Hike’s Admin Team for on-field preparations, incentives and trust-building before the actual meetup.
By managing the process internally, we ensure the quality of respondents and the authenticity of our interactions. We handpick locations that resonate with our users’ daily lives, allowing enriching discoveries, which are then shaped into actionable insights.
It also enabled us to do quick problem-solving in case of any logistical or operational hindrances and keep up the momentum of the exercise.
User Learning: Beyond Insights to Action
UXR isn’t confined to a department or a set of activities at Hike — it’s a mindset that permeates every decision we make. Whether it’s designing a new feature, refining our product roadmap, or shaping our marketing strategy, user insights are our North Star.
When we brainstorm ideas or tackle challenges, we draw upon the rich tapestry of user insights gathered through immersions, surveys, and usability tests. This ensures that our solutions are not just innovative but also deeply rooted in the motivations, needs and perceptions of our users.
Immersive UXR = Impressive ROI
Some may view UXR as a cost centre — a necessary expense. But at Hike, we see it as an investment with tangible returns. By deeply understanding our users, we’re able to make informed decisions that drive user engagement, retention, and ultimately, revenue.
From optimizing onboarding flows to personalizing content recommendations, every strategic move at Hike is backed by user-centric insights. And the results speak for themselves — increased user satisfaction on our CCMS*, higher conversion rates, and improved revenue from our TDS** tactics to name a few.
*CCMS: Customer Care Management System | **TDS: Tax Deducted at Source
Conclusion: UXR — The Guiding Compass
In the ever-evolving landscape of RMG (Real Money Gaming) in India, one thing remains constant: the importance of understanding our users. At Hike, UXR is our compass, guiding us through the complexities of the digital world.
In the recent GST implementation impacting the RMG industry, Hike diligently worked to mitigate its effects on users. Termed metaphorically as an ‘avalanche,’ UXR’s role in it became pivotal. We delved deeply to understand users’ reactions and behaviours amidst these changes. With UXR’s insights, Rush could adapt, making informed decisions on integrating the GST aspect into the app. This exemplifies UXR’s indispensable role in guiding Hike through challenges, ensuring user-centric solutions even in turbulent times.
So if you happen to open the Rush app, know that every feature, every interaction, has been shaped by the voices of our users. Because at the end of the day, it’s not about building a product — it’s about truly knowing who we’re building it for. And that’s what immersive UXR is all about.
