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Reimagining user
research for Meta

Helping Meta understand how Indian teens and their parents use the internet
meta-hero-image
Methods
Participatory research with focus groups of Teens and Guardians

Reimagining user
research for Meta

Helping Meta understand how Indian teens and their parents use the internet

Methods
Participatory research with focus groups of Teens and Guardians

Meet the client

user playing game on the phone
dragon illustration imagebird illustration imageMeta arrow imageParallel arrow image
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Why did we have to do things differently?

differently?
India’s diversity across the digital landscape is a challenge when it comes to deducing insights that stays true for a large audience. Parents and children from different socio-economic backgrounds, ethnic groups, as parts of different family structures and parenting styles have different beliefs and concerns for social media platforms. Adding the factor of linguistic diversity makes the entire process even more complex.
Different digital literacy
woman speaking on phonewoman chating on the phone
Different parenting styles
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Different attitudes towards social media
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A 3-month study across 4 cities to understand social media behaviors of parents & teens

A diverse population meant tailoring the research for different focus groups according to their socio-economic attributes, languages and their corresponding digital literacy.

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Tailoring the research for India’s diversity

A diverse population meant tailoring the research for different focus groups according to their socio-economic attributes, languages and their corresponding digital literacy.
Tailoring research for india image
Tailoring research for india image

Crossing the Tech Barrier with mobile-friendly research

The unavailability of computers was a technological hurdle in the way of including users with limited digital availability. We created a mobile-friendly research to help us tackle that and broaden the scope of the research.

User Research with children isn’t child’s play

Getting meaningful insights from Children among each other while under adult supervision was a challenge. We re-crafted the steps of the research process to get them to be comfortable and keep them engaged throughout the activity to deeply understand their behaviour. 
We designed avatars to keep children engaged in the conversation
dragon illustratioinbird illustratioingiraff illustratioinlion illustratioin
Ishta kappor image
Who wants to be the dragon?!
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Rolling thumb gif
Built in quick fillers that involve play & body movement, allowing teens to stay energetic, and engaged
Keshan jagan image
make a circle with your hand!
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Added fun ice breakers & memes to keep the conversation friendly
swag gif
what do you thinkthanos meme
Added fun ice breakers & memes to keep the conversation friendly
swag gif
rolling thumb gif
Built in quick fillers that involve play & body movement, allowing teens to stay energetic, and engaged
keshav image
make a circle with your hand!
boy gif
gif image
boy gif

“Indian teenagers have to navigate a delicate balance between maintaining online independence and respecting parental authority.”

-Ishtha Kapoor, Senior UX Researcher, Parallel
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the outcome

A family centre for Meta that works for India

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Need help solving a problem
that impacts the masses?