MOBILE ORDERING EXPERIENCE
Concept testing & innovation
Role: Sr. Design researcher + Project lead. Work completed while at Conifer Research
A tech and retail giant wanted to gain a nuanced understanding of how changing entry/exit technology, within their unique store model, may impact shoppers' willingness to enter, browse, and ultimately make a purchase. In order to test how friction may be reduced, the client developed two prototype experiences in fully-functioning stores in two cities on each end of the US.
Methods + Approach:
To compare attitudes and behaviors shoppers with prior experience and first time customers were recruited to visit this experience. The study was conducted in two phases, 1) Experience A testing and 2) Experience B testing.
85 participant shop-alongs were conducted
Shop-along: Participants were blinded to the location until the shop-along. Prior to entering the store, shopping habits and initial reactions were captured. The research team followed, observed, and recorded shoppers as they entered the store on their own.
IDI: Shoppers completed a post-experience interview to reflect on and retrace the experience with the research team.
Observations and data were captured to not only understand the customer journey, but the performance of technology (physical hardware and digital products), various payment methods, messaging, spatial layout, employee interaction, and back of house operations.
Outcome:
A detailed written report, following client guidlines, with supporting user stories and clips. This research provided evaluation and strategic implications on key stages and components within the experience for both prototypes. The reporting aided client teams in determining which prototype to more forward with and which elements of the experience to prioritized for further development.