User Research
Retail
Problem
To detect usability, comprehension, and functionality issues in a digital prototype used within a physical environment, identifying opportunities for improvement before the next product iteration.
Research Objective
To evaluate usability and comprehension in a real-use scenario, observing user interaction during key tasks in order to identify friction points, technical issues, and improvement opportunities for future iterations.
Process
To conduct the research, a sample of the target audience was selected, and an interview guide was designed to gather insights into users’ interactions and experiences with the client.
The interviews were carried out on-site, in the environment where the project is focused (parking facilities). Participants were asked to complete a series of tasks using the prototype in order to assess both the platform’s usability and the proper functioning of the client’s associated systems. This also allowed us to address user questions and observe their navigation patterns within the prototype.
Empathy Map
Analysis & Iteration
Once the testing phase was completed, the collected data was analyzed. Interview responses were grouped into categories based on recurring themes, highlighting the most frequent answers and most relevant comments. This synthesis informed the development of empathy maps, user archetypes, and key insights from the user’s perspective.
To improve the prototype design, technical issues identified during testing were documented, along with legibility and content clarity problems within the platform, as well as friction points related to the client’s internal systems. These findings were presented to inform and prioritize changes for the next product iterations.
User journey map
