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A San Francisco based design firm asked us to design and execute an ambitious project for an online shopping giant. The initial research question was “¿how do consumers navigate between virtual shops and brick and mortar shops when purchasing something of value?”.
The value participant placed on their purchases was mainly emotional: a new car, their dream T.V or a music system they had been saving for.
Our mission was to find relevant insights during the on/offline shopping process, discovering and understanding the touchpoint where both shopping paths met. We had to comprehend what made participants decide to shop on or offline.
Participant recruiting
Translator team
Location research team
Research design
Research execution
Data analysis
Participant recruiting
Translator team
Location research team
Research design
Research execution
Data analysis
Qualitative research: Digital + In person
Qualitative research:
Digital + In person
Virtual ethnography
Shop-alongs
Digital self-ethnography
In-depth user interviews
In-context user interviews
Contextual observation
Digital costumer journeys
Tech adaptation tests
Virtual ethnography
Shop-alongs
Digital self-ethnography
In-depth user interviews
In-context user interviews
Contextual observation
Digital costumer journeys
Tech adaptation tests
Video insight for the shopping process, with in depth and contextual participant interviews
Verbatim transcriptions
Shopping process blueprint
Decision-making process map
Experience map
Final report as a consumer experience process workshop
Video insight for the shopping process, with in depth and contextual participant interviews
Verbatim transcriptions
Shopping process blueprint
Experience map
Decision-making process map
Final report as a consumer experience process workshop
Detailed user profile who prioritizes online shoppers vs. brick and mortar shopping
Pin point the moments throughout the shopping experience when users were keen on deciding to shop in a store to create a more focused funnel that redirects clients
Map out expectations for online and offline shopping and turned them into helpful key messages on a site
Increased client fidelity by directing attention to a seamless experience and creating value for them on hard-to-reach areas of their shopping experience.
A fast growing online supermarket, competing for relevancy contacted us when they detected an ongoing problem: a new client would log in their platform, shopped once and rated the app positively but would not return to shop again.
The mysterious happy client who would not come back forced them to invest resources in customer acquisition. They could not keep costumer in spite of having quantitative data to prove customer satisfaction.
Our mission was ambitious: map out both new and loyal customer profiles, build their shopping journey, understand their traditional supermarket shopping process, find key touchpoints, and perform UX tests to help us increase retention in the platform.
Participant recruiting
Research design
Research execution
Data analysis
Participant recruiting
Research design
Research execution
Data analysis
Qualitative research: Digital + In person
Qualitative research:
Digital + In person
Virtual ethnography
Customer journeys
In-depth user interviews
In-context user interviews
Contextual observation
Digital costumer journeys
User blueprints
Eye-tracking
UX testing
UI testing
Card sorting
Persona & JTBD
Quant. satisfaction survey
Social media community ethnography
User flows
Rapid prototyping
Edited user video-interviews
First shop storyboard
User Journey map
User personas cards & JTBD cards
UX + UI report
Final report delivered as a dynamic team workshop
Edited user video-interviews
First shop storyboard
User Journey map
User personas cards & JTBD cards
UX + UI report
Final report delivered as a dynamic team workshop
Help the brand improve usability making their platform more intuitive for users
Fix their fidelity strategy.
Define a user target, their need and channels to connect with them, finding the brand’s strong point from the user POV.
Improve customer experience by creating a seamless shopping process.
The education department (SED) of one of the biggest cities in Colombia faced the challenge of discovering what was happening in the short period of time high school students had to decide whether they were going to go to university. This was a concern because universities reported a growing issue of academic failure during the first year of studying.
The education department wanted to understand which factors played a role during the decision-making process, knowing which elements influenced the decision towards choosing a university degree and what could be done to make that decision faster, less confusing, and resulting in less academic failure (meaning better academic results and less university withdrawal after the first year).
Our job was to gather insight on the transition from high school to university and help re-design solutions to help students, SED, and local universities. We collaborated with a local social innovation non-profit organization.
Research design
Participant recruiting
Training of local research team
Moderation
Research execution
Data analysis
Research design
Participant recruiting
Training of local research team
Moderation
Research execution
Data analysis
Qualitative research: Digital + In person
Qualitative research:
Digital + In person
Desk research
Ethnography
In-depth user interviews
Participant observation
Focus groups
User analysis and segmentation
Desk research
Ethnography
In-depth user interviews
Participant observation
Focus groups
User analysis and segmentation
Current status report
JTBD cards
Experience map
User interviews transcriptions, before and after research, visual format
Final report for universities and city council
Current status report
JTBD cards
Experience map
Final report for universities and city council
User interviews transcriptions, before and after research, visual format
Map main issues and challenges students faced during the university access time frame.
Collaborate and join forces amongst local universities, city council and the education department in a focused line of work.
Facilitate access and information for student looking at university options.
Brining universities closer to high schools and the rest of the city in order to fill I the information gaps that prevented student from making study-related decisions.
A relevant store chain in the DIY market was looking to increase their brand awareness in the Spanish speaking market and connecting their brand to home décor.
The store chain was consolidated in other markets but was struggling to reach its demographic in Spain. They needed to connect to their target and make a name for themselves as a reference in DIY for homeowners. They wanted to build loyalty and grow their presence.
Our mission was, in the first place, help them connect to their target and then, discover the best channels and strategies to better their brand recognition.
Participant recruiting
Competing business customer recruitment
Location research team
Research design
Research execution
Participant recruiting
Competing business customer recruitment
Research design
Research execution
Data analysis
Qualitative research:
Digital + In person
Quantitative research:
Digital + In person
Ethnography
In-depth user Interviews
(on /offline)
Participant observation
(on /offline)
User interviews in context
Focus groups
Personas & JTBD
Tests A / B
Social media listening
Task performance analysis in-context
Ethnography
In-depth user Interviews
(on / offline)
Participant observation
(on / offline)
User interviews in context
Focus groups
Personas & JTBD
Tests A / B
Social media listening
Task performance analysis in-context
Moodboards and visual identity guides
Analytic reports for web and social media presence
Brand ecosystem map
Digital Communities map
A dynamic workshop to share final results with the team
Moodboards and visual identity guides
Analytic reports for web and social media presence
Brand ecosystem map
Digital Communities map
A dynamic workshop to share final results with the team
Mapping potential customer social media communities while defining their target and needs.
We helped the brand shift its online strategy to connect with their customers in a more sustainable way, consolidating a loyalty growth strategy.
We increased brand awareness in professional DIYer communities.
