# User Research Plan - How to Malaysia Website

## Research Objectives

### Primary Goals
1. **Understand user needs** for Malaysian guides and tutorials
2. **Identify pain points** in current information-seeking behavior
3. **Validate content categories** and priority hierarchy
4. **Define user personas** and journey mapping
5. **Establish design requirements** and preferences

### Success Metrics
- 15+ user interviews completed
- 3-5 detailed user personas created
- User journey maps for key scenarios
- Validated information architecture
- Design preferences and requirements document

---

## Target Audience Segmentation

### Primary Users

#### 1. **Tourists & Short-term Visitors**
- **Demographics:** Age 25-45, international travelers
- **Goals:** Quick, reliable information for immediate needs
- **Pain Points:** Language barriers, cultural differences, time constraints
- **Research Questions:**
  - What information do you need most urgently when visiting Malaysia?
  - How do you currently find travel information?
  - What frustrates you about existing travel guides?

#### 2. **Expats & Long-term Residents**
- **Demographics:** Age 28-50, living in Malaysia 6+ months
- **Goals:** Comprehensive guides for setting up life in Malaysia
- **Pain Points:** Complex bureaucratic processes, cultural integration
- **Research Questions:**
  - What was most challenging when you first moved to Malaysia?
  - What information is hardest to find about living in Malaysia?
  - How do you prefer to consume instructional content?

#### 3. **Local Malaysians**
- **Demographics:** Age 20-60, seeking specific procedural guidance
- **Goals:** Navigate government services, discover new experiences
- **Pain Points:** Outdated information, complex procedures
- **Research Questions:**
  - What government services do you find most confusing?
  - How do you currently get help with official procedures?
  - What would make "how-to" guides more helpful for locals?

### Secondary Users

#### 4. **Business Travelers**
- **Demographics:** Age 30-55, frequent business visitors
- **Goals:** Efficient navigation of business procedures and culture
- **Pain Points:** Time constraints, formal procedure requirements

#### 5. **International Students**
- **Demographics:** Age 18-30, studying in Malaysia
- **Goals:** Academic and social integration guidance
- **Pain Points:** Budget constraints, cultural adaptation

---

## Research Methodology

### Phase 1: Desk Research (Week 3)
**Duration:** 3-4 days
**Participants:** Internal team

#### Competitive Analysis
**Target Sites:**
- Tourism Malaysia official site
- Expatriate community forums (Malaysia Expat Forum)
- Travel guide sites (Lonely Planet, TripAdvisor Malaysia)
- Government service portals
- Local Malaysian lifestyle blogs

**Analysis Framework:**
```
Site Name: [Website]
Strengths:
- Content quality and comprehensiveness
- User experience and navigation
- Visual design and accessibility
- Search functionality and filters

Weaknesses:
- Information gaps or outdated content
- Usability issues and friction points
- Design limitations and technical problems
- Missing features or functionality

Opportunities:
- Content categories we could improve
- User experience enhancements
- Technical innovations
- Unmet user needs
```

#### Content Gap Analysis
- Map existing content landscape
- Identify underserved topics
- Analyze content quality and accuracy
- Document user complaints and requests

### Phase 2: User Interviews (Weeks 3-4)
**Duration:** 10 days
**Target:** 15-20 interviews (3-4 per user segment)

#### Interview Structure (45-60 minutes)
1. **Background & Context** (10 minutes)
   - Personal background and Malaysia connection
   - Current information-seeking behavior
   - Technology usage and preferences

2. **Pain Points & Needs** (20 minutes)
   - Specific challenges faced in Malaysia
   - Information needs and priorities
   - Current solution attempts and frustrations

3. **Content Preferences** (15 minutes)
   - Preferred content formats and length
   - Visual vs. text preferences
   - Language and cultural considerations

4. **Task Scenarios** (10 minutes)
   - Walk through specific "how-to" scenarios
   - Preferred information flow and structure
   - Decision-making process and criteria

#### Key Interview Questions

**For Tourists:**
```
Background:
- Tell me about your recent/planned trips to Malaysia
- How do you typically research travel destinations?
- What devices do you use while traveling?

Pain Points:
- What was the most confusing thing about visiting Malaysia?
- Can you describe a time when you struggled to find information?
- What would have made your trip easier?

Content Preferences:
- How much detail do you want in travel guides?
- Do you prefer step-by-step instructions or overview information?
- What makes you trust a travel information source?
```

**For Expats:**
```
Background:
- How long have you been living in Malaysia?
- What brought you to Malaysia initially?
- How did you prepare for the move?

Pain Points:
- What was your biggest challenge in the first 6 months?
- Which government processes were most difficult?
- What information was hardest to find reliable sources for?

Content Preferences:
- How do you prefer to learn complex procedures?
- What level of detail is most helpful?
- How important is community input vs. official information?
```

**For Locals:**
```
Background:
- What types of services or procedures do you need help with?
- How do you currently get information about government services?
- What's your comfort level with online vs. offline resources?

Pain Points:
- What government or official processes frustrate you most?
- When do you feel like you need step-by-step guidance?
- What makes some instructions clearer than others?

Content Preferences:
- Do you prefer Bahasa Malaysia, English, or both?
- How important are visual aids in instructions?
- What makes you trust an information source?
```

#### Recruitment Strategy
**Tourists:**
- Travel forums and Facebook groups
- Airport/tourist area intercepts (with permission)
- Travel agency partnerships
- Online travel communities

**Expats:**
- Expat Facebook groups and forums
- International schools and organizations
- Embassy and consulate networks
- Professional associations

**Locals:**
- Social media advertising (targeted demographics)
- University partnerships
- Government service center partnerships
- Local community groups

### Phase 3: Survey Research (Week 4)
**Target:** 100+ responses
**Distribution:** Online survey via social media, forums, and partner networks

#### Survey Structure (10-15 minutes)
1. **Demographics & Background** (8 questions)
2. **Content Needs Assessment** (12 questions)
3. **Design Preferences** (10 questions)
4. **Technology Usage** (6 questions)
5. **Open Feedback** (3 questions)

#### Key Survey Questions
```
Content Priorities (Rank 1-8):
□ Tourism and attractions
□ Government services and visa
□ Housing and accommodation
□ Transportation and getting around
□ Food and dining culture
□ Healthcare and insurance
□ Business and employment
□ Education and learning

Information Preferences:
- How detailed should step-by-step guides be?
  ○ Very detailed with screenshots
  ○ Moderate detail with key steps
  ○ Brief overview with links to details
  ○ Varies by topic complexity

- What content format is most helpful?
  ○ Written text with images
  ○ Video tutorials
  ○ Interactive guides
  ○ Downloadable PDFs
  ○ Mobile-friendly web pages
```

---

## User Persona Development Framework

### Persona Template Structure
```markdown
## Persona Name: [Descriptive Name]

### Demographics
- **Age:** [Range]
- **Location:** [Current/Origin]
- **Occupation:** [Job/Industry]
- **Income:** [Range in relevant currency]
- **Education:** [Level]
- **Tech Savviness:** [Scale 1-5]

### Background & Context
- **Malaysia Connection:** [Why they need Malaysian information]
- **Duration in Malaysia:** [Timeline]
- **Language Proficiency:** [English/Bahasa/Chinese/Others]

### Goals & Motivations
- **Primary Goal:** [Main objective]
- **Secondary Goals:** [Supporting objectives]
- **Success Criteria:** [How they measure success]

### Pain Points & Frustrations
- **Information Gaps:** [What's missing]
- **Process Complexity:** [What's confusing]
- **Time Constraints:** [Urgency factors]
- **Cultural Barriers:** [Cultural challenges]

### Behavioral Patterns
- **Information Seeking:** [How they research]
- **Decision Making:** [How they choose]
- **Technology Usage:** [Devices and platforms]
- **Content Consumption:** [Preferences and habits]

### Needs & Requirements
- **Content Type:** [Format preferences]
- **Detail Level:** [Depth of information needed]
- **Accessibility:** [Language, device, connection needs]
- **Trust Factors:** [What makes them trust a source]

### User Journey Moments
- **Awareness:** [How they discover they need help]
- **Research:** [How they look for information]
- **Decision:** [How they choose a solution]
- **Action:** [How they implement the guidance]
- **Follow-up:** [What they do after]

### Design Implications
- **Navigation Preferences:** [How they want to find information]
- **Visual Needs:** [Design elements that help them]
- **Functionality Requirements:** [Features they need]
- **Performance Expectations:** [Speed and reliability needs]
```

### Primary Personas (To be developed from research)

#### Persona 1: "Sarah the Digital Nomad"
**Hypothesis:** Tech-savvy tourist needing quick, mobile-friendly guides

#### Persona 2: "Ahmed the New Expat"
**Hypothesis:** Professional needing comprehensive setup guides

#### Persona 3: "Lina the Local Navigator"
**Hypothesis:** Malaysian seeking government service guidance

#### Persona 4: "David the Business Traveler"
**Hypothesis:** Frequent visitor needing efficient business culture guides

---

## Information Architecture Planning

### Site Map Development Process

#### 1. Card Sorting Exercise
**Participants:** 20-30 users (mixed segments)
**Method:** Online card sorting tool (OptimalSort or similar)
**Content:** 60-80 content topics/articles

**Categories to Test:**
```
Open Card Sort Topics:
- Visa application process
- Opening bank account
- Finding accommodation
- Using public transport
- Trying local food
- Getting SIM card
- Emergency contacts
- Cultural etiquette
- Shopping and bargaining
- Government services
- Healthcare system
- Education options
[... continue with 50+ topics]
```

#### 2. Tree Testing
**Method:** First-click testing on proposed navigation
**Scenarios:** 10-15 realistic user tasks
**Participants:** 30+ users

**Example Tasks:**
- "Find information about applying for a work visa"
- "Learn how to use Grab for transportation"
- "Understand Malaysian dining etiquette"
- "Find emergency contact information"

### Navigation Structure Hypothesis

```
Primary Navigation:
├── Getting Started
│   ├── Before You Arrive
│   ├── First Week Essentials
│   └── Setting Up Life
├── Tourism & Travel
│   ├── Attractions & Sightseeing
│   ├── Transportation
│   └── Accommodation
├── Living in Malaysia
│   ├── Housing & Utilities
│   ├── Banking & Finance
│   └── Shopping & Daily Life
├── Government Services
│   ├── Visas & Immigration
│   ├── Official Documents
│   └── Legal Procedures
├── Work & Business
│   ├── Employment
│   ├── Starting a Business
│   └── Taxes & Compliance
├── Health & Wellness
│   ├── Healthcare System
│   ├── Insurance
│   └── Emergency Services
├── Education & Learning
│   ├── Schools & Universities
│   ├── Language Learning
│   └── Certifications
└── Culture & Society
    ├── Food & Dining
    ├── Festivals & Traditions
    └── Social Etiquette
```

---

## Research Timeline & Deliverables

### Week 3: Research Foundation
**Days 1-2: Competitive Analysis**
- [ ] Analyze 8-10 competitor sites
- [ ] Document findings in structured format
- [ ] Identify opportunities and gaps

**Days 3-4: Interview Preparation**
- [ ] Finalize interview questions
- [ ] Set up recording and consent processes
- [ ] Begin participant recruitment

**Day 5: Survey Development**
- [ ] Create comprehensive user survey
- [ ] Test survey with internal team
- [ ] Set up distribution channels

### Week 4: Data Collection
**Days 1-3: User Interviews**
- [ ] Conduct 15+ user interviews
- [ ] Document insights and patterns
- [ ] Begin preliminary analysis

**Days 4-5: Survey Distribution & Analysis**
- [ ] Launch user survey widely
- [ ] Monitor responses and adjust distribution
- [ ] Begin quantitative analysis

### Week 5: Analysis & Synthesis
**Days 1-2: Persona Development**
- [ ] Synthesize interview insights
- [ ] Create detailed user personas
- [ ] Validate personas with stakeholders

**Days 3-4: Information Architecture**
- [ ] Conduct card sorting analysis
- [ ] Develop site map proposals
- [ ] Create navigation prototypes

**Day 5: Research Report**
- [ ] Compile comprehensive research findings
- [ ] Present recommendations to team
- [ ] Get approval for design direction

---

## Research Tools & Resources

### Interview Tools
- **Zoom/Google Meet:** Video interviews
- **Otter.ai:** Transcription service
- **Miro/FigJam:** Collaborative analysis
- **Airtable:** Participant management

### Survey Tools
- **Typeform:** Engaging survey experience
- **Google Analytics:** Response tracking
- **Excel/Sheets:** Data analysis

### Card Sorting & Tree Testing
- **OptimalSort:** Card sorting platform
- **Treejack:** Tree testing tool
- **UsabilityHub:** Quick usability tests

### Analysis & Documentation
- **Miro:** Affinity mapping and synthesis
- **Figma:** Persona and journey map creation
- **Notion:** Research repository
- **Google Drive:** File sharing and collaboration

---

## Budget Allocation for Research Phase

| Activity | Resource | Hours | Cost |
|----------|----------|-------|------|
| Competitive Analysis | UX Researcher | 20 | $1,300 |
| Interview Preparation | UX Researcher | 16 | $1,040 |
| User Interviews | UX Researcher | 40 | $2,600 |
| Survey Development | UX Researcher | 12 | $780 |
| Data Analysis | UX Researcher | 24 | $1,560 |
| Persona Development | UX Researcher | 16 | $1,040 |
| Information Architecture | UX Researcher | 20 | $1,300 |
| Participant Incentives | External | - | $800 |
| Tools & Software | External | - | $400 |
| **TOTAL** | | **148** | **$9,820** |

## Next Steps After Research

1. **Persona Validation** - Share personas with stakeholders
2. **Design Requirements** - Translate research into design specs
3. **Wireframe Planning** - Plan page layouts based on IA
4. **Content Strategy** - Align content plan with user needs
5. **Technical Requirements** - Update technical specs based on findings

---

**Research Lead:** [UX Researcher Name]  
**Timeline:** Weeks 3-5 (October 19 - November 9, 2025)  
**Budget:** $9,820  
**Deliverables:** User personas, site map, research report, design requirements