Phone Purchase Diary Studies for Business Strategy

 

One of the world's largest technology conglomerates wanted to uncover how Americans shop for a new smartphone and use those behavioral insights to inform their next strategic move.

 
 

I worked as Senior UX Researcher in a team of 3. I designed and planned the study, supervised and guided participants in their diary studies and worked collaboratively on the data analysis and strategic recommendations for the client.

 
Diary studies dashboard
 

Outcomes

The client was able to understand users behaviors along the entire shopping experience, and how demographics influenced their journey, in order to make informed business decisions.

 
 
 
 

Users

  • An array of different demographics with different consumer behaviors.

  • +50 participants.

 
 

Methodology

  • Diary studies in which participants would upload short videos, pictures and screen recordings, along with their thoughts about every step of the smartphone purchasing journey.

  • In-depth cluster analysis, detecting trends, behaviors and pain points. This analysis was done collaboratively on Miro.

 
 
 
Cluster analysis

Challenges

  • The large pool of participants, along with the fast-paced nature of the study, generated a constant influx of data. To overcome this challenge, each researcher handled a set amount of participants, taking care of sending reminders and asking questions when needed, along with debriefing findings.

  • Due to the detailed recruiting criteria requested by the client, the analysis was done from different angles in order to paint a clearer picture of how these demographics shaped participants’ behaviors.

 
 
 

Deliverables

  • A report with a thorough analysis of user behaviors with actionable recommendations and a journey map.

 
 
 

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