Pricelist App

To better understand users' attitudes and behaviors around online shopping, we performed a series of user interviews and contextual inquiries. For these research studies, we recruited participants that were either moderate or active online shoppers since we believe these user groups would provide valuable insights into the mind of a shopper. Our objective was to uncover pain points during their shopping experience so we could start brainstorming solutions to their frustrations.

We wanted to perform both user interviews and contextual inquiries because wanted to differentiate between what users say they do, and what they actually do. During user interviews, we asked users questions such as "Walk me through the last time you purchased an online product". This helped us hone in on how users felt during past online shopping experiences. However, we also decided to perform three contextual inquiries in order to actually observe a user's behavior while shopping. This helped us understand the problem space better, as we learned more about the different factors that went into actually buying a product online.