Research On Designing New Internet Products Based On Conjoint Analysis

In the Internet age,various Internet-based products are competing fiercely in every vertical field,making it critical for developers to pay more attention to product design that can help attract and retain customers.This research will address the design of an online English learning APP by the choice-based conjoint analysis method.Based on the synthesis of existing literature on conjoint analysis and product design of online English learning products,this research firstly examined the needs of the target customers(i.e.,college students truly wanting to improve English skills),through preliminary user interviews and questionnaires.Factors included their learning methods,frequency of study,type of English preferred,desired functions,preferred ways of interaction and visual effects,evaluation of existing products,and so on.Meanwhile market research was conducted to understand their current uses of existing products and related problems.Based on the results,the product attributes and levels for a conjoint experiment were determined,and a series of virtual products were designed and tested on the target users.User preferences for each product attribute/level were quantified through statistical modeling,and the product profile predicted with the largest share of preference was found with the help of a market simulator.Accordingly,the prototype of a new APP was designed and usability tests were conducted to see if the product design could meet the expectations of the target user group.It was found that users are interested in user-oriented,scenario-based,flexible customized course plans,and they prefer products with simple features and operations.Useful suggestions and ideas for such products have also been collected from the users.Overall,this research has provided useful insights into design applications of new Internet products based on the choice-based conjoint analysis method.