Last updated 12/15/2022

🏹 Goals + Objectives

The goal of the research is to determine what to include on the shop’s websites to help users successfully purchase a product online.

• We want to learn about the in-person interactions that set the in-store experience apart from a website experience

🎯 Expected Outcomes

• Identify a list of in-person interactions that GPBC customers value to possibly adapt for the website experience

👀 Things to look for

• Document each moment
  • What do users do when they enter the store?
  • Do they wander or go directly to a product?
  • What do users look at when looking at a product?
  • Do they walk around in a linear pattern or do they back track? Why might they go back?
  • Do they speak to a sales associate?
    • What questions do users ask the store associates?
    • What is said during a sales transaction?
  • Do users leave with a purchase or empty handed? What observations could explain the outcome?
• Any emotions! Joy, frustration?

📋 Notes

Observation Notes

Observed Patterns

• 8/10 customers walked directly to a product area to find a specific product.
• 7/7 customers accepted help when sales reps approached them to support.
• 10/10 customers spoke to sales reps to get help looking for a product or product recommendations.
• 9/10 customers made a purchase
• 5/10 customers wandered the store after they purchased their target item.
• 3/10 referenced the color binder to select a color option.