E-commerce Website Optimization

Scenario

XYZ Fashion is an emerging online fashion retailer that aims to provide a personalized and seamless shopping experience to its customers. The company wants to deepen its understanding of customer needs, preferences, and pain points to refine its product offerings and enhance the overall user experience. The challenge is to conduct a series of user interviews to gather valuable insights from diverse customers and translate those insights into actionable recommendations for improving the fashion e-commerce platform.

Task

As a UX researcher, your task is to plan and execute a user interview study to gain in-depth insights into customers' experiences, preferences, and expectations when using XYZ Fashion's e-commerce platform. Your primary objective is to identify pain points, areas of improvement, and opportunities for delivering a more personalized and satisfying shopping experience. Through user interviews, you will gather qualitative data that uncovers customers' motivations, browsing and purchasing behaviors, as well as their interactions with the platform's features. The ultimate goal is to provide actionable recommendations to enhance the platform's usability, navigation, personalization, and overall user experience based on the insights gained from the user interviews.

Expected Deliverables:

1. User Interview Plan
2. User Interviews recorded sessions/ notes
3. Data analysis report, including key insights and identified improvement areas.
4. UX recommendations report with actionable suggestions.
5. Presentation slides summarizing the project findings and recommendations.
6. User personas