User Interview
Questionnaire
Grwoth
UXUI
Camping Service Building
/ 8 Weeks
/ 8 Weeks
Member
1 Developer
1 Desigenr
1 Stakeholder
Tools
Figma
Questionnaire, In depth interview , UT
Responsibility
Product Designer
Research
UIUX Design
Prototyping
User Story Planning
QA
Time frame
8 weeks
Summary
Due to low user acquisition for the camping magazine, We conducted user interviews to identify the real problems faced by campers.
Through these interviews, We discovered that the core issue for campers was 'finding the right location,' which led me to formulate a hypothesis and run an experiment.
The experiment was successful, and we pivoted from the magazine to a car camping spot discovery service, resulting in 1,000 new users within 12 days.
Background
Background
Background
Why did the camping magazine fail?
Why did the camping magazine fail?
Why did the camping magazine fail?
During COVID's camping boom, we launched a magazine service but gained under 100 users in two months, a clear failure.
During COVID's camping boom, we launched a magazine service but gained under 100 users in two months, a clear failure.
During COVID's camping boom, we launched a magazine service but gained under 100 users in two months, a clear failure.
Based on insights gained from interviews and service operations, we decided to pivot to a car camping site discovery service with the following findings.
Based on insights gained from interviews and service operations, we decided to pivot to a car camping site discovery service with the following findings.
Based on insights gained from interviews and service operations, we decided to pivot to a car camping site discovery service with the following findings.
Needs
Needs
Needs
Location is the most interesting topic
Location is the most interesting topic
Location is the most interesting topic
Content related to locations had the highest views, likes, and engagement rates on our existing magazine and Instagram
Content related to locations had the highest views, likes, and engagement rates on our existing magazine and Instagram
Content related to locations had the highest views, likes, and engagement rates on our existing magazine and Instagram
Target
Target
Target
Beginner campers are active information seekers
Beginner campers are active information seekers
Beginner campers are active information seekers
Named users in famous camping communities and active Gamp users are all beginner campers.
Named users in famous camping communities and active Gamp users are all beginner campers.
Named users in famous camping communities and active Gamp users are all beginner campers.
Behavior
Behavior
Behavior
Car camping is the most frequent camping style
Car camping is the most frequent camping style
Car camping is the most frequent camping style
Interview results showed that car camping is preferred by working professionals aged 25-39 who want to take light weekend trips to nearby locations.
Interview results showed that car camping is preferred by working professionals aged 25-39 who want to take light weekend trips to nearby locations.
Interview results showed that car camping is preferred by working professionals aged 25-39 who want to take light weekend trips to nearby locations.
Megazine Service
Megazine Service
Megazine Service
Problem
Problem
Problem
The biggest issue with car camping site discovery: closed information
The biggest issue with car camping site discovery: closed information
The biggest issue with car camping site discovery: closed information
We surveyed 27 people to identify camper needs regarding locations. Contrary to our expectation of campgrounds, we found that car campers most prefer "wild camping" sites.
We surveyed 27 people to identify camper needs regarding locations. Contrary to our expectation of campgrounds, we found that car campers most prefer "wild camping" sites.
We surveyed 27 people to identify camper needs regarding locations. Contrary to our expectation of campgrounds, we found that car campers most prefer "wild camping" sites.
We then screened survey respondents and recruited 5 interviewees, identifying three major problems encountered during wild camping site discovery.
We then screened survey respondents and recruited 5 interviewees, identifying three major problems encountered during wild camping site discovery.
We then screened survey respondents and recruited 5 interviewees, identifying three major problems encountered during wild camping site discovery.
Survey Results and Interview Findings
Survey Results and Interview Findings
Survey Results and Interview Findings
Problem 01
Problem 01
Spot information only accessible through personal networks
Spot information only accessible through personal networks
Spot information only accessible through personal networks
A taboo culture exists against sharing wild camping spots publicly due to environmental concerns. Consequently, while spot information was only accessible through personal connections, beginner campers had limited access due to fewer camper acquaintances.
A taboo culture exists against sharing wild camping spots publicly due to environmental concerns. Consequently, while spot information was only accessible through personal connections, beginner campers had limited access due to fewer camper acquaintances.
A taboo culture exists against sharing wild camping spots publicly due to environmental concerns. Consequently, while spot information was only accessible through personal connections, beginner campers had limited access due to fewer camper acquaintances.
Problem 02
Problem 02
Few viable spots among internet information
Few viable spots among internet information
Few viable spots among internet information
Korea's famous locations were typically near resort areas, making it difficult to visit from nearby areas (Seoul) for day trips.
Korea's famous locations were typically near resort areas, making it difficult to visit from nearby areas (Seoul) for day trips.
Korea's famous locations were typically near resort areas, making it difficult to visit from nearby areas (Seoul) for day trips.
Problem 03
Problem 03
Insufficient information causes long search times
Insufficient information causes long search times
Insufficient information causes long search times
Since wild camping spots have no managers, it's difficult to obtain information about restrooms, nearby convenience stores, ground conditions, and current operational status, which constantly changes.
Since wild camping spots have no managers, it's difficult to obtain information about restrooms, nearby convenience stores, ground conditions, and current operational status, which constantly changes.
Since wild camping spots have no managers, it's difficult to obtain information about restrooms, nearby convenience stores, ground conditions, and current operational status, which constantly changes.
Service Definition
Service Definition
Service Definition
Location-based car camping platform for beginners
Location-based car camping platform for beginners
Location-based car camping platform for beginners
Based on research findings, we defined personas and mapped the overall camping experience blueprint. Using this foundation, each team member prepared hypotheses for a collaborative workshop.
Based on research findings, we defined personas and mapped the overall camping experience blueprint. Using this foundation, each team member prepared hypotheses for a collaborative workshop.
Based on research findings, we defined personas and mapped the overall camping experience blueprint. Using this foundation, each team member prepared hypotheses for a collaborative workshop.
Service Blueprint / Workshop
Service Blueprint / Workshop
Service Blueprint / Workshop
In the workshop, we plotted each hypothesis on a four-quadrant matrix by assessing impact and resources. Based on this, we defined our service as follows.
In the workshop, we plotted each hypothesis on a four-quadrant matrix by assessing impact and resources. Based on this, we defined our service as follows.
In the workshop, we plotted each hypothesis on a four-quadrant matrix by assessing impact and resources. Based on this, we defined our service as follows.
Definition
Definition
Definition
GAMP is a car camping spot discovery service
GAMP is a car camping spot discovery service
GAMP is a car camping spot discovery service
Target
Target
Target
for camping beginners
for camping beginners
for camping beginners
Needs
Needs
Needs
that enables fast discovery
that enables fast discovery
that enables fast discovery
Value
Value
Value
by providing nearby camping site information
by providing nearby camping site information
by providing nearby camping site information
Hook
Hook
Hook
ans spot convenience facilities with image details
ans spot convenience facilities with image details
ans spot convenience facilities with image details
Inception Deck
Inception Deck
Test
Test
Test
Pre-pivot test
Pre-pivot test
Pre-pivot test
Before formal development, we crawled limited spot data and tested the following flow within our existing magazine app.
Before formal development, we crawled limited spot data and tested the following flow within our existing magazine app.
Before formal development, we crawled limited spot data and tested the following flow within our existing magazine app.
Testing Flow
Testing Flow
Testing Flow
Design
Design
Design
80%+ feature usage, official launch
80%+ feature usage, official launch
80%+ feature usage, official launch
We decided on official launch due to higher usage rates than magazine readership.
We decided on official launch due to higher usage rates than magazine readership.
We decided on official launch due to higher usage rates than magazine readership.
Total Flow
Total Flow
Total Flow
Point 01
Loading Time for Personalization
Loading Time for Personalization
Loading Time for Personalization
We added loading time upon entry to give the impression of location-based optimization.
We added loading time upon entry to give the impression of location-based optimization.
We added loading time upon entry to give the impression of location-based optimization.
Point 02
Point 02
Display Only 20 Nearest Locations
Display Only 20 Nearest Locations
Display Only 20 Nearest Locations
Due to low spot density, showing 20+ spots recommended locations far from the current position.
Due to low spot density, showing 20+ spots recommended locations far from the current position.
Due to low spot density, showing 20+ spots recommended locations far from the current position.
To provide users with relevant information and reduce search time, we limited it to 20 spots based on location.
To provide users with relevant information and reduce search time, we limited it to 20 spots based on location.
To provide users with relevant information and reduce search time, we limited it to 20 spots based on location.
Point 03
Point 03
Quick Skimming with Key Feature Tags
Quick Skimming with Key Feature Tags
Quick Skimming with Key Feature Tags
We displayed key spot information in keyword format to enable quick skimming of desired camping sites even from the list view.
We displayed key spot information in keyword format to enable quick skimming of desired camping sites even from the list view.
We displayed key spot information in keyword format to enable quick skimming of desired camping sites even from the list view.
Point 04
Point 04
Nearby Amenity Information Included
Nearby Amenity Information Included
Nearby Amenity Information Included
Since campers typically park their cars and use surrounding facilities on foot, we provided information about amenities within a 15-minute walking distance.
Since campers typically park their cars and use surrounding facilities on foot, we provided information about amenities within a 15-minute walking distance.
Since campers typically park their cars and use surrounding facilities on foot, we provided information about amenities within a 15-minute walking distance.
When essential facilities like restrooms were not available within walking distance, we recommended searching for alternative locations.
When essential facilities like restrooms were not available within walking distance, we recommended searching for alternative locations.
When essential facilities like restrooms were not available within walking distance, we recommended searching for alternative locations.
Results
Results
Results
First 1,000 users in 12 days
First 1,000 users in 12 days
First 1,000 users in 12 days
We ran Instagram marketing with the same budget as before, but the CVC decreased by more than 20 times compared to previous campaigns.
We ran Instagram marketing with the same budget as before, but the CVC decreased by more than 20 times compared to previous campaigns.
We ran Instagram marketing with the same budget as before, but the CVC decreased by more than 20 times compared to previous campaigns.
Marketing costs reduced by more than 10x after pivot, CPC of $0.06 USD
Positive feedback collected from camping Naver cafes regarding restroom information feature
Low viral coefficient resulted in limited user acquisition efficiency
Decided to add a viral loop to maximize user acquisition efficiency in next Iteration
Lesson Learned
Lesson Learned
Lesson Learned
Becoming the Customer in Unfamiliar Domains
Becoming the Customer in Unfamiliar Domains
Becoming the Customer in Unfamiliar Domains
In GAMP's early days, we failed by viewing the market solely from a developer's perspective without understanding our customers. Through trial and error, we learned that becoming the customer ourselves was the fastest way to gain true insights. By actually going camping, we experienced real pain points and discovered truly needed features.
This lesson proved invaluable in our derivatives trading platform project, helping us quickly adapt to new domains.