We first needed to learn and identify what were the key details that drove a customer to make a purchase. In our initial discovery phase we conducted various research tactics in order to find our answers. These tactics included site analysis, customer service tickets, in-person user interviews, and competitor research.
During this phase we discovered patterns and commonalities that allowed us to then synthesize our findings and present key research buckets. Some examples of these buckets were:
- Shopping is contextual
- People want to know how does a product fit into their life. Shipping & Returns is instrumental to an online purchase. And people want to know it up front.
- Product research is ubiquitous.
- Fit and sizing requires a technical decision making process and involves a lot of guesswork. And takes the fun out of shopping.