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Introduction Research Methods Findings Product Recommendations

QUORA We worked with Quora, a question-and-answer website, to research how women currently use the internet and brainstorm how Quora itself can encourage women to participate on its platform.


Introduction

RESEARCH QUESTIONS

1) Where do women participate online? 2) What are the attitudes and perceptions that shape their participation or contribution on a site? 3) How can Quora better itself to appeal to women and encourage their participation?

Research Methods Findings Product Recommendations


Introduction

RESEARCH METHODS

Research Methods Findings Product Recommendations

Survey

Secondary Research

The survey was conducted to get a general sense of where individuals participate online, and how they participate

We conducted some basic secondary research to gain information about women’s activity and participation rates on the internet

Diary Study

User Interviews

Participants self-reported their internet behavior for seven days to log their activities, best experiences, and frustrations both on the internet and on Quora

Post-survey interviews gave us an opportunity to ask for elaboration on general internet behavior from survey participants


Introduction

SURVEY

Research Methods Findings Product Recommendations

167 participants 59% Female, 37% Male, 4% Other Identification ~70% in the 18-22 Age Range 17 Quora Users

Findings: Top Websites: Facebook, Instagram, Youtube Different frequencies and motivations behind commenting and posting online •

Posting: Sharing content for self validation

•

Commenting: Building relationships

Majority of people feel safe on the internet


Introduction

SECONDARY RESEARCH

Research Methods Findings Product Recommendations

Women primarily view the internet as a place to communicate with real life friends and nurture existing relationships, rather than new ones. Women’s activity on a platform has a correlation with the amount of perceived negativity on the platform. Men tend to be a lot more confident in themselves as searchers, and are more likely to be parts of fan clubs or community groups.


Introduction

USER INTERVIEWS

Research Methods Findings Product Recommendations

Post-survey interviews gave us an opportunity to ask for elaboration on general internet behavior from survey participants. We also contacted active Quora users that we found on the platform. Demographics: ● 6 College-aged people, 1 High schoolaged person, 3 people in their late 20s / early 30s, 1 person 50+ ● 4 super users, 2 readers, 5 non-users ● 8 female, 3 male

Brainstorming questions to ask for user interviews


Introduction

DIARY STUDIES

Research Methods Findings Product Recommendations

13 participants self-reported their internet behavior for seven days to log their activities, best experiences, and frustrations both on the internet and on Quora. After users submitted their entries, we interviewed them for a more in-depth understanding of their behaviors.

Diary study synthesis

Ideation based on pain points discovered


Introduction

DIARY STUDY INSIGHTS

Research Methods Findings Product Recommendations

Best & Worst Experiences On Quora

On the Internet

“It feels good for me as an artist that my pieces are enjoyed” (Pausha)
 
 “The best experience was sharing a video I created for my business. It was the first time lapse video I made “A woman’s response [about evangelical Christians] and it was exciting to share it and get was so spot on and mirrored how I felt.” (Jacqueline) feedback.” (Kimle) Marguerite shared how she was able to speak to a photographer whose work she admired by chance through Quora.

On Quora

On the Internet

“I always feel like I can’t say what I want to say unless I can find someone that’s actually open. A lot of Kimle avoided social media after the election because times, at those places, there's those jerk jocks that of the accusatory tones of people posting on her feed. don’t care what you say” (Ashley) “I felt very unnerved by the possibility of FB curating On a regular basis, men request Maria to answer my content and showing me only that which I would uncomfortable questions, such as “Do you feel likely agree with and like.” (Pausha) attracted to men's feet?”


Introduction

DIARY STUDY INSIGHTS

Research Methods Findings Product Recommendations

Theme

Description

Community / Friends

Several users cited community as a motivation for staying on a platform. They mentioned their different outlooks on the Quora community, some hopeful about making friends on the platform and others more negative about the lack of community.

Online Image

A few participants noted that they were cautious about how their internet behavior affects other people’s perceptions of them, citing it as a factor that affects their decision to comment or not online.

Professional/Intellectual

Quora is seen as a place to get intellectual, less biased, expert answers to questions. Many of the non-FPCs reported feeling more insecure as a result to answer questions or give input.


Introduction

DIARY STUDY INSIGHTS

Research Methods Findings Product Recommendations

Quora-specific themes

Description

Moderation

Interviewees generally did not have bad experiences (personal attacks or seeing upsetting material) on Quora. A few users expressed frustration with reporting on Quora, citing that the lack of follow-up on their report defeated the purpose of reporting.

Exploration

Some FPCs described Quora as being a large -- a bit too large -- place to explore different topics and different posts. One specifically mentioned the desire for a feature to explore new categories in a hierarchical fashion.

Answers/Content

Unlike platforms such as Twitter and Facebook, answers on Quora generally take users a longer amount of time and have to be filtered and edited heavily before posting.


Introduction

PAIN POINTS

Research Methods Findings Product Recommendations

Intimidation Barrier Due to the structure of Quora, users attributed not answering questions to reasons such as lack of visibility, feelings of under-qualification and lack of time in giving long, thoughtful responses Lack of Product Awareness Users reported not being aware of several functions on Quora such as personalizing Difficulty with using Quora Users expressed complaints with the existing functions on Quora such as the reporting features, site inconsistencies with the Quora Spanish site, and poor bookmarking options. Lack of Community User feels difficulty in connecting with people on Quora since many of their friends are not on the platform Product Improvement Suggestions Users expressed interest in seeing options to explore new topics on their feeds and improving the current topics to better describe their expertise on specific subjects


Introduction

PRODUCT STRATEGIES

Research Methods Findings Product Recommendations

Navigation ● New feature on navigation bar: “Discover”: discovering new topics as part of navigation instead of integrating module in Read Feed; can hierarchically explore categories (e.g. politics -> political economy) Feed ● Algorithmically promote the visibility of women’s answers on feed ● Ask users about personal feed preferences, rather than automatically setting to universal algorithm. Product Mechanics of Questions, Comments, Answers ● Classify questions that require opinionated responses and group comments by opinion ● Use ML or look for keywords to warn people if language is potentially offensive (adversarial, sexist, or racist), but still let them post if they choose


Introduction

PRODUCT STRATEGIES

Research Methods Findings Product Recommendations

Marketing ● Establishing a stronger social media presence, especially on platforms with stronger female presence: Instagram account, Pinterest account. Miscellaneous Features ● Follow up on reported activity and notify user of actions taken right after report is filed, and after the action is taken ● When a user adds a topic that they are knowledgeable of, Quora immediately shows users that added that topic. Algorithmically introduce individuals of similar backgrounds (potential people to follow) Mobile ● If on mobile, use algorithm to show shorter-looking questions (leverage machine learning on questions that look like they’d take less time to answer)


Introduction

UI: PRODUCT RECOMMENDATIONS

Research Methods Findings Product Recommendations


Introduction

UI: PRODUCT RECOMMENDATIONS

Research Methods Findings Product Recommendations

Quora x Berkeley Innovation  
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