Background:
A reputable e-commerce client wants to understand how their shoppers browse and search for products on their site. They wanted to understand how the shopper’s journey varies, if at all, depending on the item (e.g., couch, detergent, printer) and what helps the shopper make a purchasing decision (e.g., reviews, branding). They wanted to learn the shopper’s journey from the beginning and gain a better understanding of how the journey differs when spearfishing for an item compared to shopping broadly. (e.g., Tide vs. detergent).
Research Objectives:
Understand the user’s journey when browsing and searching for different categories of product (e.g., furniture, shoes, electronics).
Identify the differences in the user’s journey when spearfishing vs. shopping broadly for a product.
Identify what features are used to make a purchasing decision.
Duration:
June 2022 to August 2022
Role:
UX Researcher
Deliverable:
Journey Maps of shopping journey by product and presentation of research methodologies, key findings, data analysis, and recommendation.
Planning and Preparation:
I met with the clients to better understand their research goals and target users for the study. I read any internal research documents they were able to share. Together, we defined researched objectives, reporting expectations, and aligned our timeline for the project.
We wanted to understand the shopper’s journey for various product categories and mental models when spearfishing vs. shopping broadly. It was important to observe the natural shopping habits and have the user think out loud as they shop online. I proposed a 2 phase study that includes a diary study and individual interviews remotely.
Study Details:
Phase 1 was a 2 week diary study that would allow us to observe how the user would shop naturally while thinking out loud. Phase 2 were 1:1 interviews with the participants to dig deeper about their shopping experience.
My Responsibilities:
Meet with clients to understand research goals and communicate project scope
Identify primary research objectives
Create a research plan for a 2 phase study (diary study + user interview)
Design and execute diary study
Manage data and participants as they upload diary entries to ensure proper entry submission
Data analysis and reporting to create journey maps
Draft moderator’s guide for 1:1 interview
Moderate 1 hour interviews via zoom
Create powerpoint presentation with key findings to present to stakeholders
Methodology:
Phase 1: Two week diary study via Dscout
Phase 2: 1:1 hour long remote interview via Zoom
Recruitment:
20 participants total with a 50/50 mix of males and females
Mix of industries for education, income, and race background
Mix of age ranged from 20 to 65 years old
Must shop and purchase products from the client’s site on a bi-weekly basis for the last 3 months
2 participant segments: shoppers with a premium membership and non-premium membership
Phase 1: Diary Study
I recruited 20 participants for the 2 week diary study on Dscout. For onboarding, I created a short task where I asked participants to upload a video recording of them introducing themselves to me, and answer a few multiple choice questions about their typical shopping habits. This practice entry would allow them to learn how to use Dscout and practice uploading a recording which they are required to do once their real entries begin.
All participants were asked to upload a total of 8 entries that includes a 2 minute screen recording of them shopping on the client’s app. They were asked to think out loud as they shop. In addition to a screen recording, they answered several multiple choice and fill in the blank questions about their shopping experience.
Below are a some questions from the diary study that participants were asked to answer after they uploaded a recording of them shopping on the app:
When did shopping begin in your mind? (e.g., when you ran out of detergent, opened your phone, saw an ad)
Did you know what you wanted to shop for before opening the client’s app today? (Y/N)
If yes, what triggered you to know what to shop for: fill in the blank
What key words did you use in your search?
Did you use filters to narrow your search?
If yes, were you able to select all the filters you were expected to see?
If no, why did you decide not to use filters?
Did you look at ratings and/or read reviews? Y/N
Did you review pictures uploaded by other reviewers? Y/N
Did price play a factor in your purchasing decision? Y/N
Did you leave the app to research further?
If yes, what other sites did you use?
Analysis of Data Entries:
Throughout the 2 week study, I imported all of the participants’ diary entries onto a board to review their responses comparatively. It was critical that I uploaded diary entries daily instead of waiting until the end of the 2 week study. As participants made their entries, shopping patterns began to emerge and I was able to look more closely at their journeys by product category.
Below are note taking sheets for data analysis of 12 participants to compare their shopping journey and responses to the questionnaire.
Phase 2 : In-Depth Interviews
I moderated in-depth-interviews to learn more about the user’s shopping experience during the period of the 2 week diary study. The interviews were 1 hour via zoom with 17 of the participants (due to scheduling conflicts).
I asked participants to share when they felt shopping truly began in their minds. Whether that means when they were prompted by an ad online, if they ran out of a household product (e.g., detergent), or if they needed a baby shower gift.
Then, participants shared with me how they determined what keywords to use once they start their search on the app, and what they were expecting to see in the results. Participants that demonstrated spearfishing talked about why they wanted to shop specifically for a particular brand.
During the interview, I showed the participants their video recordings from their diary entry to recall their memory. I asked them to walk me through the process of how they made a purchasing decision and what features (e.g, reviews, filters) they used to help them.
Selected Key Findings
There were a total of 6 journey maps for the different product categories. Overall, there were some similarities when shopping for a product category. When it came to categories for apparel, shoes, and furniture (e.g., sofa, bed) participants shopped more broadly and relied heavily on reviews and pictures uploaded by other shoppers. Some participants also used filters when shopping for apparel and shoes, but not for furniture.
For electronics such as a printer or TV, shoppers often looked at the price and read the reviews, but did not rely on pictures. They often exited the app to further their research and considered the price heavily to help make a purchasing decision. In addition, these shoppers started their search by entering the brand name of the electronics they were interested in browsing (e.g., Samsung, LG, Sony) and typically did not use filters to narrow their search.
Participants wanting to replenish household items such as dish soap, trash bags, or laundry detergent usually purchased the same product they purchased in the past. They did not use filters or read reviews and knew what they were looking for.
Some participants shopped by spearfishing. These products included books, diapers, and teas. These products were recommended to them by a friend or family member and felt they could trust their recommendation. They did not use filters or read reviews before making their purchase.