Background
Dacon was at a pivotal moment, transforming from a niche hackathon platform into Korea's leading data science education hub. This ambitious shift required understanding our users' evolving needs.
My challenge was to identify why users weren't returning after competitions and what would encourage deeper platform engagement. Through comprehensive user research, I uncovered key insights that would reshape our product strategy.
Research
I designed a three-phase research approach to understand user behavior patterns and pain points. This methodical process helped us move from assumptions to data-driven decisions.
Analyzing user behavior
Using Google Analytics data, I identified two distinct user personas based on navigation patterns and engagement levels—each with different motivations and needs.
Conducting user interviews
I interviewed 12 users and conducted think-aloud sessions to understand their mental models, frustrations, and unmet needs when using the platform.
Synthesizing insights
I synthesized findings into actionable insights, identifying key opportunities to transform one-time competitors into engaged community members.
User behavior patterns
Analytics revealed two distinct user archetypes with fundamentally different engagement patterns. Understanding these differences became crucial for our platform redesign strategy.
90%
Task-focused
Competition participation
Users with laser focus on specific competitions—they arrive, participate, and often leave without exploring additional platform features
10%
Community-oriented
Platform exploration
Power users who participate in multiple competitions and actively seek learning resources, discussions, and community features
User testing insights
Through moderated usability sessions, I observed users' real-time interactions with the platform, uncovering critical friction points that weren't apparent from analytics alone.
I want to learn new ways to approach this problem. Where can I find the resources to do so?
Hmm, I visited the code share page, but there isn't any new contents.
I don't think the community is very engaging.
Exploratory users ↑
Service revisit ↑
The research revealed a key opportunity: converting task-focused users into community-oriented users would significantly increase platform engagement and retention.
First-time participants
New users arrive with single-competition focus but show potential for broader engagement. They're curious about future opportunities but need clearer pathways to discover platform value.
Returning competitors
Users who return after competitions seek learning resources and community engagement but encounter barriers: sparse content, poor discoverability, and limited interaction opportunities.
