How Aligning User Research with Business Goals Boosted Product Success: 3 Real Cases

Case 1: NetEase Precious Metals New‑User Account Opening Usability Test

Background: The product’s priority was acquiring new users, so improving the onboarding conversion rate was critical.

Problem breakdown: The onboarding flow has three stages; the team focused on the middle “user account opening” stage, which includes three steps (fill‑in information, select bank, complete opening). Images illustrate each step.

Research method: Conducted usability testing across client, PC, and WAP versions, involving product managers in the sessions.

Results: Identified over 50 usability issues (e.g., unclear password rules, confusing exchange selection). Product team addressed 90% of the suggestions, raising the conversion rate by 24.5% and earning strong praise from senior leadership.

Case 2: Trading Page “Buy‑Sell Five‑Level” Usage Habit Survey

Background: The team considered moving the five‑level price ladder from its original position (Figure 5) to a new layout (Figure 6) beneath the “Buy” button.

Problem breakdown: Two debate points—whether the new layout improves editing of trade parameters and how relocating the ladder affects user behavior.

Research method: Deployed a questionnaire to quantify how many users actually reference the five‑level ladder and how they use it.

Results: 85% of respondents reference the ladder, mainly to judge transaction price and to quickly set prices by clicking a level. The findings justified keeping the ladder on the right side of the price input area, resolving the design dispute.

Case 3: High‑Net‑Worth User Characteristics Research

Background: As the product shifted toward high‑net‑worth customers, teams lacked a clear understanding of this segment’s needs.

Problem breakdown: Marketing, product, and operations needed insights into motivations, knowledge level, and pain points of high‑net‑worth users.

Research method: Combined in‑depth user interviews with a follow‑up questionnaire to validate findings.

Results: The interview report was widely shared across departments, highlighting a key pain point—high‑net‑worth users were dissatisfied when assigned investment advisors whose habits differed from theirs. The product team responded by launching a dedicated hotline for advisor changes, demonstrating rapid implementation of research insights.