Environment

Research Question

The research question is a crucial part of the UX design process. It helps to identify the key areas of investigation and guides the collection of relevant data. The questions posed in this stage aim to gather information that will help to understand the user's needs, behaviors, and motivations, and to identify the problem or opportunity that will guide the design decisions.

1. Market Development: What has been the development of the online shoe market?

2. Preferential Behavior: Do people prefer buying shoes online or in-store?

3. Recommendations: What is recommended when buying shoes online?

4. Main Online Stores: Which are the main online stores in Spain?

5. Device Preference: Where do most online purchases occur, desktop or app?

6. Main Online Buyers: Who are the main online buyers?

7. Obstacles to Online Purchasing: What are the main obstacles to buying online?

Desk Research

Given the internet's immense power, the possibilities for searching are endless. Therefore, I took the research questions as my initial guide for investigation, finding the following relevant information among the data:

1. Market Development: For 2020, there was a 30% increase in online purchases, and the most searched product was shoes.

2. Main Online Buyers: The main online buyers are: 57% women, 43% men, and 18% aged 25-34.

3. Online vs. In-Store Shopping: 63% of purchases start online. People prefer online shopping for: 24/7 availability, price comparison, exclusive online offers, and variety of stores worldwide.

4. Device Preference: 50% of online purchases are executed on mobile devices.

5. Obstacles to Online Shopping: The main obstacles to online shopping are: size or product differences, hidden charges, security and privacy concerns, and lack of assistance.

6. Recommendations for Online Shopping: When buying online, people consider factors such as: zooming in on images, showing products on models, assistance in selecting sizes, return and exchange policies, and customer reviews.

Comentarios y puntaciones de usuarios

Netnography, With the data obtained earlier, we can approach Privalia's company in a more analytical way to understand its presence in the market and its reputation on social media.

Time Optimization, Given the limited time, optimizing resources is crucial. Therefore, I extracted the most valuable information from the App Store's preview, including the number of users, rating, and user comments.

Mobile App Insights, Since 50% of online purchases are executed on mobile devices, I decided to download the app and found my first impressions about the application.

In the summary of the app's rating, we can see that it has a rating of 3.7 / 5 stars, with a total of 240,163 users. This is notable because a product rating of 4.2-4.7 (out of 5) is the range with the greatest impact on conversion, which may generate initial distrust in customers.

Valoración de Privalia en Apple Store

Without hesitation, I explored the largest number of comments about the app's functionality, its failures, frustrations, and achievements detected by users. This review functioned as a user survey, from which I extracted information that I classified into three types: Positive, Needs Improvement, and Urgent Changes.

POSITIVE

• Users consider the app easy to use.

NEEDS IMPROVEMENT

• They believe the shopping cart expiration time is insufficient.

• Favorites cannot be saved.

• Multiple brands cannot be managed in the shopping cart.

• There are no product review possibilities.

URGENT CHANGES

• Poor assistance.

• Return issues.

• Long delivery times.

• Lack of trust in discounted prices.