Gravitate
Mixed-Methods Research • Foundational and Evaluative Research • Usability Testing
Aug. 2023 - Dec. 2023
How might we facilitate social integration and connection for migrants in a host country?
The Challenge
Overview
Migrants face a variety of social, cultural, and logistical challenges when adjusting to a host country. This can result in migrants feeling lonely and isolated. We therefore developed Gravitate, a one-stop mobile app to provide emotional and practical support for migrants. During this project, I led a mixed-methods research plan to generate actionable insights and drive design direction of the final product.
Skills Affinity Mapping, Field Studies, Personas, Recruiting, Semi-Structured Interviews, Surveys, Usability Testing
My Role
Lead UX Researcher
The Team
1 Lead UX researcher (me!)
1 UX researcher
2 UX designers
Tools
Figma
Miro
Notion
Qualtrics
Timeline
Aug. 2023 - Dec. 2023
My Work
01
Created and analyzed a quantitative Qualtrics survey of 165 participants to discover user needs and pain points, and inform the creation of 2 user personas to build empathy for human-centered design.
02
Utilized affinity mapping to analyze 200+ research insights from 2 observational field studies and 6 user interviews. These findings were translated into 3 key design implications that shaped the final product.
03
Led evaluative research consisting of 4 task-based usability tests and 4 post-session interviews to evaluate success metrics such as Task Success Rate and the System Usability Scale (SUS) ratings.
About 1 in 8 people globally are migrants*, and social integration is critical for their physical and emotional welfare. Yet, they continue to encounter significant social, cultural, and logistical barriers that limit their ability to integrate and thrive.
*According to a 2022 WHO report.
Research Approach
01
Foundational Research
2 Observational Field Studies
165 Qualtrics Survey Responses
6 User Interviews
02
Evaluative Research
4 Task-Based Usability Tests
4 System Usability Scale Ratings
4 Post-Session Interviews
Foundational Research
A mixed-methods research approach uncovered the magnitude and the context of problems faced by migrants.
01
Observational
Field Studies
We visited 2 locations to get first-hand observations and context of migrant interactions in a real-life setting.
02
Qualtrics
Survey
We received 165 survey responses and developed a broad overview of demographics and needs of migrants.
03
Semi-Structured
User Interviews
We interviewed 6 migrants to gain empathy and understand their struggles and lived experience.
Field Studies
We observed interactions in their context through two hour-long field studies.
Our field studies took us to 2 locations in Atlanta, Georgia: Chinatown and Plaza Fiesta. From this, our key takeaways are that migrants value their own culture (through language, food, clothing, religion) and also band together to form their own cultural communities.
Survey Findings
Social integration is important to many migrants, yet up to one-quarter of them lack any form of social support.
We next used a survey to gain a broad understanding of the problem space. The 165 survey responses also shaped interview questions used later in the research process. As lead UX researcher, I led development of research and survey questions, and analysis of survey results.
With the survey, we specifically wanted to answer these two questions:
1) What does social integration mean to migrants?
2) Upon arrival in their host country, what support do migrants need to be able to successfully integrate?
Responses were spread across 36 different countries. From our survey, 58% of migrants reported moving to their host country alone.
Education was the biggest reason why migrants moved to a host country. Overall, having close friends was the most important form of social support, however, up to 25% of migrants do not have any form of emotional support at all.
Ranking of importance of type of social support (from highest to lowest)
1. Close Friends
2. Mentor
3. Cultural Community
4. Interest Club
5. Others
Image: Using affinity mapping to analyze interview findings.
Interview Findings
We conducted 6 semi-structured interviews to deepen our understanding of the migrant experience. These highlighted the importance of social support, the need to preserve cultural identity, and challenges due to the lack of practical guidance when migrating.
03
Limited practical guidance causes confusion and frustration for migrants.
Research Insight
Participants reported that sorting out moving logistics was difficult, especially as they did not have any clear guidance. For example, one participant struggled to get a mobile SIM card and did not know how to set up their internet, causing them to feel lost and frustrated.
Design Implication
01
Our design should facilitate migrant community building.
“It is important to have a close friend who understands and shares experiences. Imagine how easy it would be to move countries with your close friend!”
- P4
02
Our design should promote cultural preservation and exchange.
“I want to maintain my cultural identity as someone from Indian culture by participating in local cultural circles… I think that it is very important.”
- P3
03
Our design should facilitate access to practical resources for migrants.
“I felt tired and constantly on edge when I tried to figure out everything by myself.”
- P4
01
Migrants value social support as it can ease the process of moving.
Participants reported that they appreciated having friends to rely on, and went to extra lengths to reach out to others. For example, some participants tried to contact others via social media prior to even moving to the new host country.
02
Preserving and exchanging culture is important to many migrants.
Participants expressed that they were keen to retain and share their culture, for example, by celebrating cultural holidays or traditions in their new host country with others.
Synthesizing findings from our field studies, survey, and interviews, we generated 2 user personas to build empathy and drive human-centered design.
Final Design
As a team, we ideated and brainstormed solutions. Subsequently, Gravitate was born — a one-stop mobile app for migrants to receive practical help and network for emotional support.
01
Culture Planet is a social media feature where migrants can share and explore posts of pictures, thoughts, and connect with other migrants virtually.
Design Implications
Facilitating migrant community building
Promoting cultural preservation and exchange
02
Task Planet is a feature for newer migrants to book practical help from more experienced migrants.
Design Implication
Facilitating access to practical resources