The document proposes various research studies for Labaiik in 2021 to help achieve its business objectives. It outlines qualitative and quantitative studies including focus group discussions to understand user experiences and attitudes, usability testing to identify UX issues, and a brand tracking study using monthly online surveys to monitor key performance indicators. The results will provide insights into customer satisfaction, perceptions of Labaiik versus competitors, and feedback for improvements. Data will be analyzed using Qualtrics survey tools and dashboards to help optimize the app and user experience. Suggestions are also made for new app features.

1. Proposed Research
Studies for the year
2021
February 2021
RESEARCH
ROADMAP FOR
LABAIK

2. INFORMATION SOUGHT
 What are the objectives of Labaiik
 Methodologies that can be implemented to enhance the app/user experience
 Tools that will support the Labaiik Team to achieve the Objectives.
 How to leverage Usability Testing to enhance the user experience and improve
brand effectiveness.
 How to leverage brand tracking to track the consumer’s behaviour towards the
Labaiik

3. Our Business Needs
Qualitative Research
Labaiik Research
Roadmap
1
2
3
Designing
Feedback Form
Usability Testing
4
5
Brand Tracker
Other Required Data
& Suggestions
Qualtrics
Subscription
6
7
8

4. Our Business Needs
1

5. • To explore creative ways to attract new users​.
• To develop strong customer base with high retention
rates.
• To increase revenue & profit margins with time.
• To design ways to cover the current running costs of
Labaiik with massive influx of potential new users every
day (cost of servers, cost of SMS provider etc.)
• To create exciting & engaging UX​.
• To pilot launch in Abu Dhabi, with plans to expand all over
UAE.
Business Objectives

6. Research Objectives
• Help to improve user experience
• Setting Benchmark
• Competition overview
• Identification of Best Features
• Underlying problems in app
• Loading / speed of the app
• Users’ Satisfaction with Labaiik
• Help to generate Brand Imageries
• UI changes/ feedback
• Identification for ease of completing of the task

7. Labaiik Research Roadmap
2

8. 8
Roadmap
1 2
4
3
5
NEVER ENDING
JOURNEY OF
RESEARCH….
Usage and attitude
study with
competition app users
March 2021
Usability Testing
(UX & UI testing)
Brand Tracker (QNR /
KPIs will be designed
with the help of FGDs
conducted in March)
Feedback Form
Implementation in App
Brand Tracking Study
(We will use Qualtrics
for that)
April’2021
April-2021 Nov-2021
April Onwards
Why are you proposing these researches?
There is a difference between type of
research and the method used for that
research. U & A is a study type whereas FGD
is just a tool used for it or IDI or Quant, these
are all methodologies
Redo this slide

9. 9
Qualitative Research
(FGDs with competition app users)
3
Change this circle,
looks annoying

10. 10
To understand the Usage and attitude of the consumers as well as to know their requirements regarding
product and categories in depth we recommend conducting focus group discussions with the users of
competition apps.
Objectives
• To get a deep understanding of the category “Online grocery/ restaurants in the UAE”
• To learn all about our target users
• To deeply understand our users and the underlying problem. What are we trying to solve?
Who are we trying to solve it for?
• To identify problems & challenges faced consumers are facing with the available online
grocery mobile application
• Who we are designing Labaiik for, whether they’re a niche community or a user segment
whose behaviors shift rapidly etc.
• Buying Behavior of the
users
• Increased in number of
users.
• Better performance of app
• Introducing new features to
make the app user friendly
Output
Methodology
• When 1st & 2nd week of March 2021
• With whom users of competition apps such as whatsapp, botim,
Telegram,Zoom apps which are highly used in UAE
Cost Estimates
• 6 FGDs in Abu Dhabi (2 local Emirati, 2 Asians, 2 Westerners)
• Price per FGD AED 8000 Total cost = AED 48,000
Redo this slide, not very clear or crisp at the
moment.
Also kindly mention sample split. What is the
recruitment criteria? Mention everything related to a
qual study
In Output box, you are repeating the same things
as objectives, output has to be very specific, not
generic like to learn all about tagrret users, this is
incorrect, mention exactly what you will ekarn about
your consuemrs
Re-do entire slide and make it more presentable,
crisp and in sections with clear headings
Sample Split
8-10 respondents per group
Recruitment Criteria
• Users who have used labaiik
• Users who have used other grocery
apps
• Users who have ordered groceries from
Labaiik

11. 11
Usability Testing
4

12. 12
Methodology
Focus group will be
recruited
Discussion will
take place with
focus groups
Responses will be
gathered
Results of
responses will be
analysed
Task will be pre-defined
by the research team
Research Team will
prepare monthly
reports based on
the analysis
Better Performance
of app resulting in
increase in number
of users
RESULTS

13. 13
Sample specification for 8 x focus group discussions
SAMPLE CRITIERA:
 Location: Dubai and Abu Dhabi
 Ethnicity: Local Saudis, Expat Arabs, Expat Asians & Westerners
 Gender: Males (50%) and Females (50%)
 Age Band: 18-25 y.o, 26- 35 y.o and 36- 45 y.o
 SEC: Predominantly BC1 and few C
 Criteria:
 User of Smartphone
 Frequently users of Grocery app
Dubai Abu Dhabi
18- 25y.o 1 FGD x Males (Expat Asians) 1 FGD x Females (Locals)
26- 35 y.o 1 FGD x Females (Expat Arabs) and 1 FGD x Males (locals) 1 FGD x Males (Westerners)
36- 45 y.o 1 FGD x Females (Expat Asians) 1 FGD x Females (Westerners) and 1 FGD x Males (Expat
Arabs)
TOTAL 8 focus group discussions lasting 90-120 minutes
• 8 FGDs in Dubai & Abu Dhabi
 2 local Emirati FGDs
 2 Expat Asians FGDs
 2 Expat Arabs FGDs
 2 Westerners FGDs
• Price per FGD AED 8000 Total cost = AED
64,000. This cost includes complete project
management by the third party agency
including
 Recruitment of respondents
 Incentives to the respondents
 Discussion guide preparation
 Field work execution
 Analysis and report writing
• Timeline to conduct this study would be 3 to
4 week

14. 14
Output of the study
What insights we would attain through this study
01
02
03
04
05
Overall Satisfaction withLabaiik
Best Features
Brand Imagery
Underlying problems
UI changes/ feedback
• What problems users
experience with the app
• Where users feel the app
fails to meet expectations
How users perceive Labaiik vis a vis
competition apps. And how do users define an
“ideal” communication app
What users believe are Labaiik most
important features
• We need to shortlist 10 to 15
features that we would like to
be added in the Labaiik next
version and we can gauge from
users perspective that which
features are “Must have”,
“Good to have” and “Not
important”
What changes are required to improve
user satisfaction and user interface. AND
what users would like to see in the future
version of Labaiik
Identify usability problems, collect
qualitative data, and determine
participants’ overall satisfaction with
the product

15. 15
Brand Tracking Study
5

16. 16
Brand Tracking
Based on UI & UX testing  Research team will generate questionnaire for initiate tracking study with current
Labaiik users.
QNR areas will be shared with Tech team to create QNR and share
with existing users through their Labaiik Application.
 User will not be from the Labaiik team to avoid biases
 The user is required to place at least 1 order each day
 Order must be a minimum of 10 AED
 Length of Interview (12-15 minutes)
 Daily order placing time would be different (morning / afternoon / evening)
 Different category orders every day (e.g., Beverages, Snacks,
Cleaning/household, Bakery, Dairy, Pulse & Cereal, Frozen Food,
Pharmacy, Tea & Coffee) from different stores
• Brand Awareness & Usage
Funnel
• Switching Behavior
• Marketing Campaign
Awareness
• Competition landscape
• CSAT – Satisfaction with the
quality service of app
• Net Promoter Score – to
know if the users are willing
to promote our app?
• Suggestion for improvement
in the service
Capturing KPIs
How is it different from your previous
feedback form slide?

17. 17
Steps
1. Once we analyze the qualitative data collected through focus groups  a quantitative survey will be designed
for registered users  Tech Team will create Survey for tracker.
2. Users will be approached through their registered email address – once we found the active users at least 300
to fill the short survey for tracking research and they will be awarded some loyalty points after filling the survey.
3. 100 Users will be approached every month (Tech Team)
4. 10 points for each survey and can redeem point once they become 100 to shop from the same app (Tech Team)
5. The tech team will create a back-end data collection system, where we can download the file in Excel or SPSS
format for further analysis (Tech Team)
6. A Power BI dashboard will be designed, where management can see the monthly data collected through
surveys for key KPIs and monthly trends (R&D Team)
Use some engaging template, not making
sense in just too many bullters, if these are
steps then use steps template or some
shapes

18. 18
Sample specification for 300 x Labaiik app users
Continue with
monthly
tracking and
dashboard
update
Share final
dashboard
access with
teams
Start preparing
dashboard
based on data
captured by the
survey
Once received
on 300
complete
interview – stop
the survey and
checking data
Checking
Survey and
blast to the
current Labaiik
Users
Finalizing QNR
and sharing
Tech team to
build with app
and building
back-end data
capturing
system
Exploratory
research finding
and QNR
sharing with
product team
for go ahead
Execution Process:
Timeline:
Week-1 Week-2 Week-3 Week-4 Week-4 to 6
Building QNR based
on exploratory
research (Qual)
Sharing QNR with
Tech team to
incorporate changes
desired by users
Finalizing and
sharing QNR with
users
Receiving Data from
the backend and
validating through
R&D team
Dashboard
Preparation on
PowerBI for real time
reporting

19. 19
Dashboard Output examples
Is this PowerBI output? Can u make it as per
labaiik, real output what things we will give?
This is not relevant
This is not possible I have no data, power BI
needs data.
This is just to show an outlook of power bi

20. 20
User Study
For Tracking study & customer Feedback
6
Relook into it entirely. Qualtrics is a tool and
not a research study type
No need for Qualtrics take it out but show
what Qualtrics will give you but it is not a
research type right

21. 21
QualtricsXM
Qualtrics is an online survey tool that allows one to build surveys, distribute surveys and analyze responses
from one convenient online location! https://www.qualtrics.com/
We will shift tracker on a monthly tracker on Qualtrics, customer satisfaction surveys and customer feedback/satisfaction
survey to get real-time data and dashboard with an advance analysis tool.
Qualtrics pricing works on a
subscription-based model.
Plans start at $1,500-$5,000 a year.
Will get subscription of Qualtrics for:
• More customize results
• Dashboard
• Real-time data/results
• Brand Awareness & Usage Funnel
• Switching Behavior
• Marketing Campaign Awareness
• Competition landscape
• NPS Tracking
• CSAT Tracking
Monitor real
time responses
Share with
users
Prepare QNR
Get
Subscription
Execution Process:

22. 22
METHODOLOGY
Responses will be
analysed by using
Qualtrics
Responses will be
gathered
User will fill
survey form
Real time
dashboards and
reports will be
generated
We will prepare
monthly reports
based on the
dashboards
Effective brand
campaign, increase in
app usage and
introducing features for
user satisfaction
RESULTS

23. 23
Qualtrics dashboard & outputs

24. 24
Suggestions for Labaiik’s Team
Suggestions Advantages Responsible For
If stores are not available in an area, the
user should get the option to add the
location through “contact us” option . E.g.
the below screenshot
 Help to increase the number of stores location
wise and also give a good user experience.
 Help to increase the customer base.
 Provide good user experience.
Tech team
Suggesting products to customers based
on their previous purchase.
 If the customer forgets to order something, this
algorithm will highlight that product.
 At times maybe the consumer is not interested in
purchasing that specific product, but ends up buying
that.
Tech team
Suggestion of products by the customers.
 This will add variety to the products and categories.
 It will create positive attitude of the app towards the
customer.
Tech team
Notifying the customer when the delivery
person has arrived in the area .
 At times customers are not available and may miss the
order. Therefore, by adding this feature will be
beneficial for both the sides and can save the
operational cost.
Tech team

25. Thank You
Understanding Onsumers,
Inspiring Growth.