Purchase journey diary study
OneMarket is a retail technology company. When I was asked to design a product which focuses on post-purchase customer experience, I raised the concern that the company has very little research on the entire customer journey including the post-purchase journey. I proposed to the VP of Product that we use qualitative research to gain more understanding and empathy on the topic, and I presented several research options with pros and cons on the expected outcome and timeline. In the end, we chose diary study with follow-up interviews since the method would likely provide in-depth insight while staying on top of the project timeline.
I worked with the team to crystallize the following research goals.
We aim to gain understanding of the underserved needs and pain points throughout the shopping journey (online and offline) to:
- Uncover new innovative solutions to solve these underserved needs
- Inform focus for upcoming research in expanded markets.
- Potentially validate proposed product ideas on the roadmap
In this project, I was responsible for designing the screener and the study, evaluating tools, recruiting, scheduling, and conducting the study. Being one of the more senior research members on the team, I was delighted to mentor a co-worker on conducting research. I also involved other members of the design and product team as much as possible, including sharing preliminary findings periodically during the diary study, and inviting them to the follow-up interviews as notetakers.
The following insights resulted from the diary study and follow-up interviews.
- Return process influences where people shop.
- Most people prefer online shopping in this study. The consensus is going go the store is a hassle and often more expensive, but sometimes it’s worth the trip e.g. when people want to try out clothing or understand the size of furniture.
- People research online first to be more informative and reduce time in store. Most people don’t go to shops just to browse.
- Only bad customer service is noticeable. Customer service “doesn’t make me purchase something, but I can make me not purchase something”.
- For urban shoppers, In-store trips are either grouped with other activities or they happen organically.
I wanted to share the study findings in a way that is relevant for the team, so after presenting the findings, I facilitated a brainstorming session on solving customers' pain points. Based on the themes resulted from this session, I facilitated several smaller workshops so that the team could choose the topics that are the most useful to the products they were working on. In addition to the comprehensive presentation, I also shared the following one-page overview with the team so that they can quickly reference the findings.
Some of the study findings were directly incorporated into one of the product requirements and use cases.