User Interview

Questionnaire

Grwoth

UXUI

Camping Service Building

/ 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

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

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.

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

Location is the most interesting topic

Content related to locations had the highest views, likes, and engagement rates on our existing magazine and Instagram

Target

Beginner campers are active information seekers

Named users in famous camping communities and active Gamp users are all beginner campers.

Behavior

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.

Megazine Service

Problem

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 then screened survey respondents and recruited 5 interviewees, identifying three major problems encountered during wild camping site discovery.

Survey Results and Interview Findings

Problem 01

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.

Problem 02

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.

Problem 03

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.

Service Definition

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.

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.

Definition

GAMP is a car camping spot discovery service

Target

for camping beginners

Needs

that enables fast discovery

Value

by providing nearby camping site information

Hook

ans spot convenience facilities with image details

Inception Deck

Test

Pre-pivot test

Before formal development, we crawled limited spot data and tested the following flow within our existing magazine app.

Testing Flow

Design

80%+ feature usage, official launch

We decided on official launch due to higher usage rates than magazine readership.

Total Flow

Point 01

Loading Time for Personalization

We added loading time upon entry to give the impression of location-based optimization.

Point 02

Display Only 20 Nearest Locations

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.

Point 03

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.

Point 04

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.

When essential facilities like restrooms were not available within walking distance, we recommended searching for alternative locations.

Results

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.

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

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.