Evaluating user experiences leading up to and during a major sales event across five geographies
Project Summary
Context & Role
Client work at frog. My role was Design Research Lead.
Timeline
7 weeks, October - November 2023
Project Team
Bethany Brown, Teis Jorgensen, Evie Cheung, Shawn Fitzgerald, Sandhya Valathajamana
Overview
To maintain confidentiality, this is a high-level summary. For the full version, please reach out to hello@eviecheung.com
Challenge
E-commerce giant aimed to enhance the customer experience and boost excitement for a biannual digital sales event by identifying key areas for improvement across five geographies.
Approach
The client worked with frog in order to fill in their gap in research capabilities. With this research study, they wished to learn about customer expectations, feature effectiveness, and factors influencing purchase associated with the major digital sales event digital experience, across five markets and three languages.
Outcome
Key research insights across five geographies, with market- specific learning
Identified opportunity areas for improvement with tactical suggestions for product change
Enhanced structure for research reports to use as a template across the organization
Research Process
Over 7 weeks, we conducted 77 1:1 interviews with 54 total participants in two major research rounds.
Key Challenges and Approach
Product Mindset:
Reframing Siloed Thinking to be Customer-First
As a product-driven company, the client’s organizational structure led to an initial brief focused on siloed, feature-specific questions aligned with how changes would be delegated.
Much of our work centered on broadening their focus to customers' jobs to be done for the biannual sales event, fostering a customer-first mindset to rethink the overall experience, not just the structures of their homepage and product pages.
Many Markets: Geographies, Languages, and Cultural Nuances
This research engagement spanned five geographies, requiring translation into three languages through external vendors.
One of the key challenges was to ensure breadth across markets, but also depth within each one. Where possible, we identified cultural nuances, particularly when it came to customer perceptions of certain language, interactions, or visual design elements.
Universal but Specific: Synthesis Across Markets with Nuance
Our team needed to find ways to communicate insights that were found to be universal across geographies, but also specifics within markets.
Using multiple altitudes of storytelling and iconography for differentiation, we were able to tell a multi-dimensional story in our final research report.
Project Snapshots
The following are several snapshots from the project that showcase parts of our process.
