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  • Writer's pictureRafaela Miranda Dardengo

UX Research | C&A

Hello, in this article I would like to talk a little about my research process, which are key points for the evolution of a product.

At C&A I entered an extremely new area that didn't have much knowledge about the consumer: low user data, we didn't know the user needs or the biggest pains in the journey. The area had a giant Backlog made through Benchmarking.

In addition to the area not having knowledge about its consumer, the company also did not have a UX maturity. It was very difficult to dialogue without data.

Primeiro passo: entender e alinhar

As a good researcher, I tried to understand what the Stakeholders' main pains were. So I conducted a Workshop with people that were decision-makers (commercial, business and tech) to understand the main pains, understand our user's knowledge of the area, and what moment the product is.

After this Workshop, I understood that we had zero knowledge about our consumers. The biggest pains needed research and the beauty area needed a journey mapping and knowledge of user needs and a more in-depth UX study.

Second step: investigate The research aimed to:

  • Understand the profiles of our beauty consumers and the profile of C&A consumers who would be potential customers.

  • Understand the main pains and needs of these profiles to map opportunities on the journey.

  • Use research to provide me with arguments to stop hypotheses that didn't make sense in the Backlog.


  • Form via e-mail: to understand the profile of consumers who purchased beauty products in the last 3 months versus those who did not

  • Trustvox review analysis: understand what was the experience of customers who had already purchased beauty products, and what our NPS review rate was

  • Data Analytics through Tableau: Cross-referencing our findings with company data and buying behavior

Third step: analyze data

The research generated a lot of data, opened up to other questions, but in the end it generated a great legacy for the beauty area. We were able to understand about ages and their behaviors, about the level of self-knowledge of each profile, purchase behavior, needs and types of content that users would like or be more interested in.

Step Four: Ideate and Build

The stage of analyzing data is never easy, but with results I was able to start building personas and journeys, pointing out the main pain points and which stages of the journey could be explored.

Conclusion: The research generated several ideas and a better perception of the moment and vision of the business. It brought more knowledge about our personas and a map of opportunities in the client's journey. From there, I was able to start prototyping suggestions on how we could improve the online journey, in-store and other products that could improve loyalty and interaction with the area.

Some suggestions that came out of my work at C&A:


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