Project Proposal for a research study to understand Microsoft's document editing software (DES) users in varying regions to improve customer support service and provide input to software development team. Course: Experience Design Term: Spring 2014 MS in Human Computer Interaction

1. UX Research
Proposal
Regional Differences among
Users
of Microsoft Word & Implications
Consulting Team
Minae Choi
Anusha Radhakrishnan
Verily Tan
Melissa Tang

2. Purpose
To identify patterns of word documenting software usage among
regional users.

4. Goal
To resolve this issue, we proposing a research study to understand
Microsoft's document editing software (DES) users in varying regions to
(1)improve customer support service and
(2)provide input to software development team.

5. Research Questions
General question Specific Questions
Why is Microsoft frequently
encountering difficulty for
customization by region?
• How do users in different regions use
MS word?
• What are the usage patterns of company
Big’s MS Word (usability, mobility, and
collaboration) by region?
• What are the available document editing
software other than MS Word on the
market? How are they using it?
• What are the cultural implications that
affect document editing software?

6. Capturing/Measuring
Research Question Capturing Measuring
How are different features being used?
Specifically, do they use:
•Read modes
•Track changes in document
•Templates (e.g., card, report, menu,
business card etc)
•PDF reflow
•Alignment guides
•Live Layout
•Mail merge
•EndNote integration
•Collaborative features
• Skydrive
• Office 365
• Invite people to document
• Present online
http://office.microsoft.com/en-us/word/
Designed task - watch
how users perform
the task, getting them
to talk-a-loud.
•See how they
perform these tasks in
MS Word
•See if they choose to
use alternative
software (e.g., Adobe
Photoshop;
Googledocs; Open
Office etc.
Usability test
•Two modes:
• Field Visits
(Enterprises,
institutions)
• Remote
•Focus Groups
• After preliminary
analysis of data

7. Capturing/Measuring
Research Question Capturing Measuring
Do people use collaborative features
differently across regions?
•MS Word
•Skydrive
•Office 365
Trends of use in terms
of
•People signed up for
Skydrive, Office 365
•Frequency of use
User data from MS
Competitor Analysis
- Googledocs
- Open Office
- Apple Notes
- Regional/local word
editing software

8. Capturing/Measuring
Research Question Capturing Measuring
Do people use Microsoft Word on their
mobile devices?
•What mobile devices do they use?
•What apps do they use?
•How and when do they use MS Word?
• Trends of sales of
Windows devices
• Look at patterns of
use on a day-to-day
basis
• User data from MS
(number of units of
Windows tablets or
mobile phones sold)
• Ethnography (note:
selected group of
super users)
• How do the culture differ in the
different countries?
• Work culture
• Day by day use of
MSWord
• Ethnography (note:
selected group of
super users)
• Field visits

9. Recruiting and Sampling

10. Recruiting and Sampling
Sampling
• Users of MS Office products
• Size of the organization
• Competency level
• Willingness to participate
Tasks
•To look for issues that arise out of
the testing
•To determine users eligible for further
research

11. Location
Regions divided by the MS Support Center:
• Regional center in Ireland supports the
European, Middle Eastern, and African region;
• Regional center in Singapore supports the Japan,
India, Greater China, and Asia-Pacific region;
• Centers in Fargo, North Dakota, Fort Lauderdale,
Florida, Puerto Rico, Redmond, Washington, and
Reno, Nevada support Latin America and North
America.
Chosen countries:
•Peru
•China
•South Africa

12. Rationale
Chosen Countries Culture Why
• Peru
Culturally homogenous Microsoft Products are Latin America’s second
most widely used software. Peru is the top 4th
nation in emerging markets of 2014.
• China
Culturally diverse Microsoft’s renewed focus on China.
• South Africa
Culturally diverse
Microsoft has invested $75 million in South
Africa other African countries in the areas of
access, innovation, skills development, youth
empowerment; software development;
digital curriculum, skills among others. Africa
appears to be a target market for Microsoft,
especially in the mobile platform.

13. Plan
•Recruitment
•Phase 1:
• Usability test
• Ethnography
• Competitor analysis
•Phase 2:
• Focus group
• Ethnography
•Data analysis

14. Timeline

15. Budget
Ethnography
Preparation 40 hours
Sampling and scheduling (2
sites) 20 hours
Observation 480 hours
Interview 40 hours
Data Analysis 50 hours
Summary (Writing report and
prepare presentation) 15 hours
Total time 645 hours
Supplies(Transportation, food) $3000
Total cost $3000
Focus Groups
Preparation 40 hours
Sampling, recruiting and
scheduling 80 hours
Conducting and analyzing
groups 40 hours
Analyzing tests 60 hours
Summary (Writing report and
prepare presentation) 15 hours
Total time 235 hours
Recruiting incentive $2000
Supplies (rent lab, food) $2000
Total cost $4000
Usability test
Preparation 40 hours
Sampling, recruiting and
scheduling (53 for MS word and
10 for competitor product
interviews) 160hours
Conducting tests 340hours
Analyzing tests 100hours
Summary (Writing report and
prepare presentation) 15hours
Total time 645hours
Recruiting incentive (60-70
people) $4000-5000
Supplies (rent lab, food ) $2000
Total cost(not counting salary) $6000-7000

16. Benefits of the proposed research
1. Improve regional customer support.
2. Provide input for the software development team.
3. Similar regions of this study can have the same benefits.

17. Implications
Improve regional customer support
• Based on the report, regional support teams will be able to create
customized manuals for the region
• Save costs on calls and redirecting calls related to regional customization
issue
Provide input for the software development team at company
Big
• A blueprint for new generation software to meet regional needs
• open a market for new regional customers
Similar regions of this study can have the same benefits

18. Thank
you!