UX Research

(b) Design Studio In House Proposal | Duration 2 weeks | Role- UX Designer

 
WhatsApp Image 2023-11-02 at 11.12.14 AM

Problem Statement

To deconstruct the problem of parents apparel buying journey through UX Research and conclude with design interventions.

This proposal was a rapid UX research sprint conducted in the Retail industry, aimed at showcasing the potential of quick ideation through UX Research

I was a member of the research team that collaborated on the problem statement, brainstorming ideas and creating a comprehensive customer journey map. Our goal was to identify opportunities for improvement and design interventions to enhance the journey.

The first step was secondary research on various aspects of the Children Apparel Buying-

  • Trends
  • Design Interventions
  • Problems
  • Stakeholders
Retail_06-1

Following was the focus of the problem statement- 

HOW can an omni-channel offering be utilised to understand parents’ shopping and purchase behaviour and build customer loyalty?
HOW can we enhance the parents’ interaction with the touch points to optimise retention and increase conversion rate?

The next step in the research was analysing the current trends and market of the topic-

Behavioural Trends-
Technological Trends-
Design Trends-
behavioural
tech
design

Based on the research, we progressed ahead with creating the user journey map, categorising it in phases, aligning with different players, trends and touchpoints.

Group 275
journey-4
Some Insights drawn from this journey-

 

  • Gaps in the journey for integrating online and physical touch-points to provide a consistent, omni-channel shopping experience and one identity of the brand.

 

  • Surges in demand requires to be anticipated and closely tied to the supply chain for ensuring on-time delivery of products.

 

  • Parent’s concerns about material and quality of clothing is tied to transparency of process or journey of the product.

 

  • Handling returning or exchanging clothing is a major hurdle for parents who will have to coordinate with multiple entities and uncooperative staff

 

  • A recognition of children's role in shopping behaviour, and influence of brand identity, children-centric campaigns and trends

 

  • Clothing that focuses on additional utility is showing capacity of growth in the industry
Investigating into the Purchase and Post-Purchase phase, we could identify the interconnected steps, the difference in experience across channels and the confusion faced by the parent. Since this phase is important and has room for many opportunities, it was chosen.

 

  • While online shopping is convenient, concerns around material, sizing and quality hinder building trust in the brand.

 

  • Parents prioritise ease of shopping and integration of technological
    touch-points with physical ones, as well as expecting brands to keep up with fashion and current trends.

 

  • Returning and exchanging clothing causes confusion, and requires co-ordination between multiple actors, which causes hassle for the parents.

 

  • Social media engagement drives trends and opportunity for greater visibility

Following are some of the opportunities and possible interventions we brainstormed on based on the gaps in the journey.

Screenshot 2023-11-06 at 12.37.37 PM

Then we mapped opportunities using the omni-channel experience lens, identifying those which will really help improve the overall journey and experience.

Screenshot 2023-02-09 at 8.12 2

The opportunities were then mapped on an impact vs effort scale. The left diagram is the overall matrix and the right one indicates the quadrant with maximum impact and effort.

prirority
priority 2
These were the key opportunity areas we got from the prioritization.
Group 276-2
The distilled form of research and design process was used to map out possible solutions in the current customer journey.
Group 277
This is the final deliverable of this research proposal, which is an improved CX of the journey in the purchase and post-purchase phase.
journey-Nov-06-2023-12-19-33-8917-PM

Key Takeaways I took from this project -

  • UX Research is a powerful method and process, which can be used in an extensive manner to introduce design interventions which can help improve the journey of the user with a product/service.
  • Team work and collaborative brainstorming is an integral and important part of design process and research.
  • How to conduct a UX research workshop/sprint and deliver solutions in a industry vertical.
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