How to conduct quality UX research

User research for creating a app.

Komilfo is a chain of brand clothing resale boutiques. They have two types of users - a buyer, a consignor (a person who hands over luxury items to the store) and buyer that also consign clothes.

Komilfo team decided to develop an application and implement a new loyalty program. Creating an app that takes user experience into account - increases loyalty so that people often re-buy and recommend the store to their friends.

The main goal of this research is to make the app more convenient for customers.

After talking with Andrey, the founder of the chain, we decided to conduct a customer survey. For this, we have compiled a questionnaire for each type of user - buyer and consignor.

We collected both quantitative and qualitative data. From "Which of these apps do you use every day?" To "When you drop off your items, what takes the most time?"

This data helped us create a portrait of people who go to the boutique.

After interviewing people, we came up with a "persona", a method of representing the user, to take into account the characteristics of our users when designing interfaces.

For example, knowing that a person uses Instagram and other modern applications gives us the opportunity to use a controversial but handy element like a hamburger menu.

Imbued with empathy for the user, we began to build CJM - a method that helps to assess the points of contact between the business and the client and find out the pain they may have.

For example, here we realized that it would be a separate marketing task to "wean" shoppers from using Instagram to buy and book goods.

After a more general technique, we moved on to a specific one - user scenarios. Here we define the main scenarios for which the application will be used. For example, "Find specific clothes", "Check the availability of clothes".

Yellow stickers are questions, green ideas, and purple comments.

At the end, we made a presentation and presented the results of the study.

In the initial plan, there were many additional features, and we had a fear that they could complicate and make the interface less convenient in the future.

But thanks to the data we collected, we were able to more clearly argue our decisions.