How I Helped This Fashion Retailer Add Value to Their App’s Post-Purchase Experience
Do you want to know your end user better? Do you think you know them but see that your solution is not converting? Or would you like to generate more sales? Or maybe it is the first time you have decided to get to know your user?
THE CHALLENGE
The app's design team focused on the post-purchase part needed to detect unmet needs around the customers' wardrobe in their daily lives: how they think about their looks, how they combine their older clothes or basics with clothes they buy, what uses they give to the clothes, how and where they get inspiration, etc.
In order to offer a space in the app that could help them when dressing and thinking about their looks.
MY APPROACH
Qualitative research using the Dscout online research and recruitment tool, where all the content for the research is generated and moderated in the same tool.
The methodology used was the following:
Exploratory activities through the Dscout online platform. Country UK, sample of 16 participants.
Duration of the mission: 3 days, where each day the participants have an activity with different questions, both open and with images and video.
RESULTS
We were able to detect unmet needs regarding the participants' use of their wardrobe in their daily lives.
We validated certain hypotheses of the team related to the versatility of the garments and post-purchase inspiration.
Note: due to client confidentiality, it is not possible to show data or materials used during the research.
LESSONS LEARNED
On online research platforms, continuous moderation with participants is key to obtaining quality insights.
Although conducting research on an online platform may initially seem less effective than doing it in person, it is just as rich or more so when it comes to extracting data for analysis. Users are free to respond whenever they want and in a more relaxed manner without anyone watching them, which makes them expand and be more natural and sincere in their responses.
To do this, carry out the following tasks within the research process:
Definition of the profile
Management of recruitment through the platform
Preparation of research materials (screening guide and design of platform activities), taking into account that the research objectives are covered
Collaboration with the design team to align ourselves and ensure that we cover all the hypotheses to be validated and objectives of the study.
Creation and moderation of activities on the Dscout platform.
Extraction of data from the platform and analysis of the same
Generation of insights and conclusions of the research.
Sharing session with the team to show results and keys of the research, as well as receive feedback.
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