User Research
Exploring User Experience in Retail vs. Online Shopping**
This research was conducted under User Experience class at FH JOANNEUM with Dorota, Veronica, Leila, and me as part of the project. The research explores why users continue to shop in physical retail stores despite the convenience of online shopping. By understanding the user experience in both contexts, we hope to uncover insights that explain the different preferences and behaviors driving users to either shop online or visit retail stores. Results has help to see issues in both of the system and how improvements could be added.
Results of user research
Detailed Findings by Shopping Category
Groceries
In-Store: Young adults (18-30) enjoy in-store grocery shopping for freshness and social interaction, while older adults (45+) rely on trusted local stores to ensure quality.
Online: Urban professionals (25-40) occasionally use online grocery delivery for convenience. However, concerns about freshness and expiration deter many users, especially older ones.
Fashion and Apparel
Try-Before-Buy: Younger users (18-30) buy online from familiar brands to minimize sizing issues. Mid-age adults (30-50) prefer in-store shopping for special occasions, valuing easy return options.
Hybrid Approach: In cities like Moscow, many users browse in-store but purchase online for better deals, though return processes can be a hassle.
Electronics and Gadgets
Research Focus: Young professionals (25-35) rely on online reviews and comparisons before buying, while older users (60+) prefer in-store guidance from staff or family members.
Hybrid Purchases: Urban professionals favor online orders with in-store pickup to inspect products before finalizing.
Furniture and Home Decor
In-Store Preference: Older adults (50+) prefer in-person shopping to assess large items, while younger users (18-30) are comfortable buying smaller decor online if reviews are positive.
Online Challenges: Issues like color and size discrepancies lead some users to opt for in-store pickup.
Health and Beauty Products
Physical Try-On: Younger users buy familiar products online but prefer in-store for new items requiring texture or scent testing. Older adults (50+) trust in-store recommendations for health-related purchases.
Hobbies and Entertainment
Young Adults (18-30): Tend to discover and buy books, games, and sports equipment online due to broader selection and better deals. Social media and online reviews heavily influence their choices.
Older Users (60+): Prefer in-store shopping for hobbies, valuing personal recommendations and the ability to inspect items before buying, especially for gardening or reading.
Pain Points and Frustrations
Delivery and Return Processes
Urban Users (25-45): While Moscow and other large cities provide convenient delivery services, users voiced frustrations about the quality and reliability of some delivery services. Some participants noted that delivery providers failed to follow specific instructions, leading to missed deliveries or delays.
Return Complications: Across age groups, online returns were seen as cumbersome. Users preferred platforms with straightforward return policies or those offering in-store returns for items purchased online. Older users were especially deterred by the requirement to repackage items or arrange for pickup.
Social Influence and Trends
Younger Users (18-30): Heavily influenced by social media and online reviews, younger users were more likely to purchase products trending on platforms like Instagram or TikTok. This age group frequently turns to social media influencers and online reviews when exploring new brands or products.
Older Adults (45+): Social influence was less pronounced among older users, who relied more on personal experience, recommendations from family or friends, and in-store staff advice when making purchases.
