Retail Technology
Secondary Research Practice, HCID 531 User Research Studio
Secondary Research Frameworks
STEEP Analysis
Stakeholder Map
Expert Interview Questions
Expert One: Devora Rogers (Senior Director, Retail Marketing Insights at Inmar)
1. What do you think about today’s retail industry?
2. What do you think are the challenges that retail industry are faced with currently?
3. What are the serious problems that retail industry need to solve?
3. How do you imagine the future of retail?
4. You are an expert of Shopper Behavior, what do you think are salient characteristics of today’s shoppers?
5. What do you think about the shopping services that retailers or e-commerce provide these days?
6. Is there any retail that provide really perfect shopping service and experience for customers?
7. What do you think are the customers’ primary needs?
8. How can we attract consumers to shop at brick and mortar stores in a world of Stitch Fix and online shopping?
9. How can omni-channel technology work for the consumer and the business owner?
10. How much privacy can you ensure customers in omni-channel consumer shopping?
11. How much transparency are businesses expected to provide (comparison shopping, etc.)?
Expert Two: Laleh Taheri (wedding planner and shopaholic)
1. Tell me about your most recent online shopping experience (when was it?).
2. Tell me about your most recent in-store shopping experience (when?).
3. How do you choose when to shop online or offline?
4. Do you prefer one over the other? (Why?)
5. What are things you typically buy online vs. offline?
6. What apps do you use when you are shopping in a physical store?
7. How much information about yourself do you provide online?
8. How much time do you spend browsing/shopping online?
9. And how much time do you spend in a physical store?
10. How do you prepare for your shopping experience?
11. Have you ever had a personal shopping assistant (online/offline)?
12. How often do you return your purchases?
13. How much assistance do you get when you shop in a physical store?
14. What kind of contributions do you get from friends/family when you shop?
15. What is the most you have paid for shipping expenses?
16. Describe your idea shopping experience.
Primary Research Questions
1. What are the shopping behaviors both online and offline?
2. Is there any particular motivation that lead customers choose online or offline shopping?
3. How can we better integrate online and offline shopping experience?
4. What is the current state of the service design in retail store?
5. What are the problems/pain points that customers have ever been suffered?
6. Do retail employees need to act beyond their traditional role of customer service (trained stylists)?
7. What do people buy online versus offline?
8. What problems that customers have ever been suffered during the delivery process?
9. Is shopping a better experience when it’s done in a collaborative effort?
(Collaborated with Nina S.)
