UX Research  |  Usability Testing  |  VR Headset | VR Movie

How to Create Satisfied Virtual Cinema Experience

iQUT II VR Headset

June 2018 - July 2018, 2 months UX Researcher 

Background

What is iQUT II VR Headset

  • 4K panoramic play, online capabilities, and more than 60 4K movies

  • Cinematic immersion experience 

  • Special aerial content and exclusive live concerts 

Challenges:

  • Is the device user-friendly and immersive experience?

  • is the controller intuitive?

  • Who will buy our product?

  • What makes it unique?

  • What are the potential methods of increasing revenue

  • How should we increase reputability?

 

My role:

As a UX Research Intern at iQiYi Inc., I spent 2 months conducting in-depth user research on iQUT II Virtual Reality Headset.

  • Communicated with product management and engineer teams

  • Drafted the research scripts

  • Did the secondary research

  • Recruited and interviewed different types of users

  • Assistanted with data analysis.

Team:

Huiya Zhao (Full-time UX Researcher)

Yanbin Hao (UX Researcher intern)

Jianmin Li (UX Researcher intern)

Methods​

Cognitive Walkthrough

Competitive Analysis

Secondary Research

Task Analysis

Semi-Structure interview / Phone interview

Deliverable Results

Reseach Deck & Research Report

Process

Product Manager & Engineer Kickoff

iQUT II was released on May 17, 2018. The Product Management and engineering team need feedback from users to improve and revise for the future version.

  • Is the device user-friendly and immersive experience?

  • is the controller intuitive?

  • Who will buy our product?

  • What makes it unique?

  • What are the potential methods of increasing revenue

  • How should we increase reputability?

Cognitive Walkthrough

To understand more knowledge of Virtual Reality Environment and the system's learnability for new or infrequent users, I set the tasks to evaluate the VR headset in the internal team.

 

"The headset is light-weight and I like it to watch movies! "

"The loading scene is too tech and I feel it unreal. "

"I tried the controller for many times but still failed to operate successfully."

The scenario of Cognitive Walkthrough

The information architecture of VR Headset

Secondary Research

Diving into the VR field as a novice, I did secondary research for effective primary market information. My sources consist of journals and magazines, trade associations, industry and market data, company and competitor information.

Here are several questions that were answered from the secondary research:

  • The market size and potential market;

  • VR headset persona;

  • iQUT II Share of the market: information about numerous consumer goods and brands and the shares this business has in the market;

  • The possible fields and potential directions in the VR headset.

The industry overview of VR

The applied field of VR

Based on cognitive research, secondary research and competitive analysis, there were several group users can access to VR products:

-Purchased iQUT II VR Headset customers (Mainly usability testing)

-Have attended iQUT I VR Headset Rental Event before (Phone interview & usability testing)

-Have other VR experience before (Phone interview & usability testing)

The first group participants were from the database. The rest of the group participants were survey data from the market and sale team.

Competitive Analysis

The hardware of competitors

The special functions of competitors

Key Findings

iQUT II has the lightweight and easy to wear a long time.

Xiaomi has outstanding chatroom functions for multiplayer cinema.

HTC makes profits by renting headsets daily as well as Pico

Screener & Recruit

Based on cognitive research, secondary research and competitive analysis, there were several group users can access to VR products:

-Purchased iQUT II VR Headset customers (Mainly usability testing)

-Have attended iQUT I VR Headset Rental Event before (Phone interview & usability testing)

-Have other VR experience before (Phone interview & usability testing)

The first group participants were from the database. The rest of the group participants were survey data from the market and sale team.

Pilot study

To make sure the wording of the tasks, the time necessary for the session and more reliable results, we created a pilot study before other PM and engineers' shadow observation.

I recruited the target user who had some VR experience before for running the pilot testing. It took 70 minutes and 10 minuteslonger than expected.

Key Findings

We tested the VR headset with one user according to the mindmap of tasks.

The key findings were the following:

  • The mirror display is needed for usability testing. Because VR headset is a closed environment and others can't see it at the same time. It is difficult to track users' behaviors if they meet any problem.

  • The brand-related questions and effects should be explored more for the interview session.

  • Loading WIFI is complicated because of the company security problem. It is needed to set up before the testing.

Usability Testing

We invited Product management and engineer team to shadow observation. 

Totally, we completed 

-3 Purchased iQUT II VR Headset customers

-7 Have attended iQUT I VR Headset Rental Event before: 2 was on-site usability testing, 5 was phone interview

-2 Have other VR experience before

​​

The scenario of Usability Testing

The scenario of filling surveys

Findings

To analyze the data, I sat down as a team with a whiteboard, churned through the quantitative and qualitative data, and distilled it down to several high-level insights. Below were the most pertinent issues that I found:

Topic 1 Hardware

We found several in our research:

Positive

  • The weight is acceptable for wearing a long time to watch movies.

  • It is glasses-friendly VR headset.

Negative

  • Our users complained a lot about the earphones

    • They are conflicts about their in-ear headphones

    • They are easy twined on VR Headset

    • It is hard to replace if is broken

  • The black surface texture is easy to be contaminated by fingerprints.

  • It is hard to lay down on the bed or a chair to watch movies. Because it is circle solid headset.

Topic 2 Interface

Positive

  • The virtual cinema and seats were praised

  • The movie experience and voice control surprised users.

Negative

  • The loading page was monotonous and unreal for users.

  • There are still limited resources for users and wish to see local movies due to offline or bad web connection.

  • Watch history was difficult to find in the system.

  • The typing operation was only operated by controllers and users felt frustrated on the typing behaviors.

  • When watching for a long time, the screen would move to the left automatically. 

Top view of iQUT II

the Loading page of iQUT II

Topic 3  Reputation & Marketing

Positive

  • iQiYi has rich resources to watch movies and related video streaming.​

  • The users have loyalty to iQiYi brand for videos.

Negative

  • The potential users are 18-24 male and need more advertisements special for them.

  • The active users in the rental event were university students and they were sensitive about the price. They can accept the VR and hope to try it on with low rental prices daily.

  • Those VR cardboard users expressed little interests in paying on VR products.

iQUT II Announcement 

Note: I ended my internship before the project completion. I handed off the secondary research report and interview summary. I used affinity diagram to analyze the data and put my conclusion here. 

Research Impact

iQUT II 2s was released on May 9, 2019!

The new device has changed several extinguish functions:

  • New White paint. It avoids unclear surface contaminated by the fingerprints in iQUT II.

  • Soft straps with an elastic adjustment and Velcro. The operation is relatively simple and easy to lay down, compared with the previous hard structure headband.

  • Delete the design of Headphone integrated with the main unit

  • Have TF card slot on the top (maximum support for 256GB storage expansion, which is very useful for users who like to watch local videos)

  • ​Combined with Dangbei Application Market with more Applications choices for download.

 

What I have learned:​

From this project, I learned a lot about research for Virtual Reality headset as well as the signifiers, mapping, affordances and feedback provided by the special environment.

  • I used VR headset directly to do the pilot study without any other mirror displays. Thus, I realized that verbal and non-verbal clues while keeping an eye on what the user is looking at and how they interact. I have to make sure they don’t walk into anything or get tangled up in cables.

  • For the usability testing, facilitation also proves harder in VR because the user experiences an entirely constructed physical environment different from the context of we researchers. We can’t immerse ourselves in the environment at the same time, and a disembodied “interviewer” voice could ruin the experience. But asking questions to understand the user’s experience is unavoidable.

  • Post-interview: Give participants enough time to reflect on what they have seen. Ask more questions after the VR part of the session ends. At this point, make sure participants feel OK physically.

 

Working on customers directly is super rewarding because I help to contribute to the tech community as a whole and can engage directly with our customers. 

Applied Field -- Amusement