Working with Burton’s retail division, we set out to discover how customers shop for boards in store and online in both the US and Japan. This first part of the project focused on the brand needs and customer insights needed to guide the design and testing phase planned for later in the year.
This multi-staged approach to UX is critical to user-centered design and it helped uncover so many incorrect assumptions we all had going into the project.
In-store, we talked with qualified shoppers looking to purchase a board. Recording their screen activity, emotional response, and body language all helped uncover valuable insights about the site, their shopping habits, and the difference between US and Japanese consumers.
We also partnered Userlytics™ to recruit and analyze online Japanese shoppers less familiar with the brand. This online research provided insights not seen by guided in-store customers, and also allowed us to establish the sites General Usability score and see how this group of shoppers’ NPS score compared to other audiences.
20+ hours of research footage was reviewed, documented, and organized to inform our design phase.
Lastly, we took a look across the retail landscape, comparing both online and in-store shopping experiences to help guide and inform the next steps of design.
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