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B2C E-commerce App
Uplifting the business value of an e-commerce app through consultation & UX research
Content List
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Contents
About the case
User Research
Classification & Mapping
Possibility & Scenario
Design Outcome
User Research
Understand the primary user’s usage pattern and satisfaction to the app.
Discover potential values the app could bring to the users.
Key Questions
What are their existing usage pattern?
What are the primary user’s expectations to the app?
Are they satisfied? Why or why not?
When do they choose to use the app over buying offline?
Discover
Exploration
Stage 1
Observation
Method
Observation
Think aloud protocol
Tasks list
Observe the usage of the app in first time to understand pain points and the usage pattern.
Stage 2
Interview
Method
Guiding question
Story evoke conversation
Collect firsthand contact about the best and worst online shopping experiences in daily to understand the factors that trigger their motivation.
Stage 3
Empathy Map
Method
Empathy map
Drill in deep to explore the intention and details of our participants thoroughly (story behind).
Result
Two types of intention in their daily
Find functional kids clothing efficiently
Find good-looking (IG-able) kids clothing
An easy-to-use product search affects the user retention of the app
The app does not reflect the family-centered value of the brand
