© 2026 Mei lin
ColorOS System Design
↗ User Research at OnePlus
Identified 13 segments via differentiating the users’ attitudes, KBF, demographics, as well as their core needs.
We took reference from Yu-kai Chou’s Gamefication Framework, he states that everyone have 8 core needs, I associated them with Maslow's hierarchy of needs, together we can understand our users more holistically.
Consumer Core Needs
Regional & theme Overview
There are two phases of the research.
First part is to understand each region from population, geography, community, market segments (high/mid/low tier).
We pulled the data from multiple platforms & sources ( Triton, Facebook, Google Analytics & OPPO internal data platform as well as Global Web Index ).
Second part of the task is to dig deep into consumers’ lives, explore their lifestyles, routines, habits and attitudes, KBF, next phone budget, and purchase journey through user interviews, local news.
Identified 13 segments via differentiating the users’ attitudes, KBF, demographics, as well as their core needs.
Consumer research & Segments
Became the essential information for ColorOS13, Persona was a valuable input for initial product planning and generate design concept,
Outcome
Local recruitment and language barrier; Communication over different timezones
Challenge
Lead researcher, team of two
My Role
Market research / In-depth interview
Methodology
Research goal
In preparation for ColorOS13 concept development, the team decided to do an overseas user research which hasn’t been done previously.
The Context
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