Continuing from the previous task on the business model canvas, the next step is to initiate a simulated user research process, followed by drafting Objective and Key Results (OKR) from the gathered data. The research process allows me to collect insights about users (goals, behaviors, pain points, and so forth) along with the product navigation issues at ACE Hardware physical stores directly, which are useful in discovering solution ideas and reinforcing further design foundations. Additionally, I conducted research and analysis on competitors regarding navigation features and other strengths and weaknesses. The resulting data led to the closest solution idea, which I recommend as a product navigation map integrated with Augmented Reality technology.
Research Plan
Background and Problem Identification
ACE Hardware users face challenges navigating the vast physical store and finding products across various categories. Limited information about product locations and different display layouts in each store section further complicates the shopping experience. Competition from the e-commerce industry has raised user expectations for similar experiences in search and navigation, both in physical stores and digital applications.
Research Objectives
This research aims to understand the difficulties users face when searching for and navigating products within the expansive ACE Hardware physical stores. Additionally, another objective is to identify the effectiveness of the product navigation map feature with Augmented Reality technology to be integrated into the MISS ACE mobile application to enhance user ease and experience.
Success Metrics
Success metrics will be measured based on the improvement in product search efficiency in physical stores, user satisfaction levels with the Augmented Reality product navigation experience, and growth in MISS ACE app usage.
Hypothesis
By integrating the Augmented Reality-based product navigation map feature, I anticipate that users will experience an increase in ease of finding products in ACE Hardware physical stores, thereby enhancing user satisfaction with the shopping experience.
Methodology
This research will employ a qualitative approach through in-depth interviews with potential users. Through these interviews, I hope to gain deeper insights into the challenges users face and their responses to the Augmented Reality-based product navigation map feature.
Time and Place
Interviews will be conducted over two weeks from December 2023 — January 2024. The interview location can be adjusted based on respondent comfort, whether virtual or face-to-face.
Respondent Criteria
- Users of the MISS ACE mobile application.
- ACE Hardware users who have shopped both physically and online.
- Representative of various user backgrounds (age, occupation, shopping preferences).
Discussion Guide
- Experience when searching for products at ACE Hardware physical stores.
- Main challenges encountered during the product search process.
- Experience using the MISS ACE application.
- Response to the idea of an Augmented Reality-based product navigation map feature.
- User expectations for these features.
- Comparison of shopping experiences in physical stores and e-commerce.
Upon completing the direct user research process, I then compiled an affinity diagram to facilitate easier and deeper understanding. Here are the conclusions and details I found:
Goals
- A desire for an efficient and engaging shopping experience.
- A desire for features in the mobile application to aid in navigating products in physical stores.
- A desire for notifications regarding products or ongoing discounts and promotions while at specific ACE stores.
Behavior
- Use of the MISS ACE application to search for or browse products.
- Use of the MISS ACE application to save product lists in the wishlist.
- Preference for shopping in physical stores due to quicker transaction processes compared to online shopping.
Pain Points
- Shopping in physical stores consumes a considerable amount of time.
- Confusion in finding products in sprawling branch stores.
- Some branch stores lack clear signage.
Needs
- Need for easily understandable information or guidance.
- Need for intuitive and easy-to-understand visual guidance.
- Need for integration of discount and promo information with the product navigation map feature.
User Persona
Competitor Analysis
I have not yet found a perfectly fitting competitor — a brand with physical stores and an application featuring product navigation map features. Hence, I gathered three competitors with elements of navigation maps and the use of AR technology: IKEA Place, Google Maps, and Blippar. Although each competitor has its elements and advantages, I believe they have the potential to be implemented into the design of the product navigation map feature in the MISS ACE application.
Details of the potential findings for designing the product navigation map feature are as follows:
- Main Goal: Enhance consumer experience by facilitating product search, discovery, and even purchasing in ACE Hardware physical stores.
- Key Features: Augmented Reality-based product navigation maps, integration with physical store inventory.
- User Experience (UX): User interface specifically designed for ACE Hardware user needs; intuitive and easy to use. Might provide functionalities for product navigation maps and AR features to enhance the shopping experience.
- Navigation Maps: Focus on product navigation maps within ACE Hardware physical stores. Can be integrated with discount offers and promotions related to specific products and stores.
- AR Technology: Focus on AR for product navigation maps and product visualization in ACE Hardware physical stores or within user spaces. Can be integrated with discount offers and promotions related to specific products and stores.
Customer Journey Map
The research on user experience at ACE Hardware through the MISS ACE application focuses on understanding the target users, competitor analysis, and creating user journey maps. Based on the resulting user persona, Seno, a 40-year-old marketing manager, could also identify his needs, motivations, and preferences in purchasing household appliances and furniture. This research serves as the basis for designing customer journey maps that detail each phase, from recognizing needs to considering direct visits to physical stores.
Additionally, competitor analysis was conducted, focusing on IKEA Place, Google Maps, and Blippar. Insights from IKEA Place highlight augmented reality integration for product visualization, while Google Maps inspires navigation features within physical stores to be more efficient. Blippar demonstrates innovative potential in providing interactive product information. This analysis helps identify ACE Hardware’s competitive advantages and opportunities for service improvement, such as AR-based product navigation map features and real-time product availability checks in the MISS ACE application.
Objective and Key Results
OKR (Objective and Key Results) is a method used to set and measure goals and key results in an organization. Objectives are clear and measurable statements about what is to be achieved, while key results are concrete steps to take to achieve those objectives.
Among the steps after user research and the next phase, I also drafted OKRs intending to help me set clear objectives related to this feature, such as improving user experience in navigating products in physical stores or increasing product search efficiency. With measurable key results, I can objectively monitor my progress and adjust strategies if needed. Through this approach, OKR ensures that the feature design progresses according to the set goals and delivers expected results for users and the company.
This assignment is not a real-life case, but rather a simulation related to my learning and understanding in the boot camp. I highly appreciate feedback and criticism, especially if there are any discrepancies in the content I share.
Thank you!