Selected UX Research Projects

This is a research project I helped lead at Gap Inc. At a high level, this study was meant to evaluate customer reactions to a new shopping experiences in stores. Some information is removed/modified for confidentiality. 

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Background and Goals

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The strategy team needed assistance from the consumer insights team to evaluate the success of various aspects of a store prototype. These insights would help the strategy team iterate on their prototype and determine what aspects of the experience they would like to launch to stores nationwide. Key goals were broken into two buckets, measure and identify. 

 

"Measure" Research Goals: ​

• Measure impact on shopper satisfaction

• Measure impact on likelihood to purchase

• Observe and measure customer behavior in the new store concept

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"Identify" Research Goals: ​

• Identify opportunities surprise and delight differentiation

• Identify potential pain points

• Identify any aspects of prototype to launch to full store fleet. 

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Methods​

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To achieve the above goals, I utilized a two-phase, mixed-methods research approach. 

 

For the first phase of the research, I partnered with research vendors to conduct in-store shop-a-longs/ethnography as well as unmoderated, mobile diary/digital ethnography sessions. Some of these mobile-based participants also took part in in depth interviews after their store experience. ~30 people participated in phase one. 

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For phase two of this study, we again conducted mobile diary/digital ethnography sessions, but added a quantitative survey with heat mapping as well as in-person sessions with respondents using wearable eye-tracking tech. Over 700 people participated in phase two. 

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Key Learnings​

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Overall, the test store approach was successful and boosted customer feelings of product quality, versatility and style. These feelings were driven primarily by in-store merchandising changes, marketing, and customer education that were part of the test. 

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Respondents had a difficult time noticing some aspects of the test. When directly exposed to these features, respondents not only did not recall them from their own experience, but also did not find them to be additive to the store experience. Quantitative data reinforced these qualitative findings. 

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All results from the first phase of research were replicated in phase two. 

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Research Impact​

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Strategic Impact

• Phase one insights dictated phase two test features

• The current study reinforced previous research and solidified strategic category direction. 

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Stakeholder Impact

• Exposed stakeholders to research methodologies they'd never seen before

• Further solidified insights research as a key part of the strategic development pipeline 

• Opened and deepened communication between Strategy and Insights teams. 

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Product Impact

• Informed further development of test features for launch to store fleet 

• Influenced in-store product marketing and merchandising across stores. 

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What I Learned

• Approach research problems from a method-agnostic approach. Tailor-make research plans to the question at hand. 

• Stakeholders appreciate clear, concise, and constant updates on research. It is important to bring them on the journey so they remain open to your insights after project completion.  

• The voice of the customer/user is a powerful tool. Always advocate for their needs 

• Stand behind your data in making recommendations for the business. Some insights may be hard to hear, but will have a positive impact on the overall product.