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.
Methods:
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:
