What I did

• Plan, scope, lead, and conduct research
• Facilitated sessions with senior stakeholders to prioritize user groups and refine research questions and goals
• Guided the team on recruiting study participants
• Led research sessions
• Facilitated affinity mapping sessions for analysing findings
• Provided recommendations and highlighted business and product opportunities with the team

Who I worked with

• Head of Product & Marketing
• Senior Bank Executives
• UX Designer
• Content Strategist/UX Writer

Product Goal

Target Users

• Product Focused : This type of users know what the want, they just come on the website, get what they want, checkout then leave.
• Browsers : are leisurely shoppers who go to their favorite sites or new sites for inspiration or to kill time
• Researchers : They’re collecting information about products and prices and may be in any stage of research
• Bargain Hunters : Bargain hunters look for the best deal possible.
• One-time Shoppers : They have no intentions to visit the site after the initial purchase; they are visiting due to a one-time need.
• Online Vendors ( Social commerce )

Research Objective

Methodology

1. User Interviews : A total of 6 people were interviewed, they were GTBank staffs who fit the description of our target users
2. Participants : Came up with questions for online surveys with the team, Participants were recruited from existing relationships and my contact list.
3. Affinity Mapping : I used this to group and understand my data. I grouped similar data into themes that can be used to draw meaninful insights from my data.
4. Surveys : I used this to group and understand my data. I grouped similar data into themes that can be used to draw meaninful insights from my data.
5. Some questions asked :
   What factors do you consider when shopping online?
   What do you find frustrating about shopping online?

Key Findings

1. 77.8% of Users shop monthly online.
2. The primary reason why people shop online is that it is convenient.
3. 59.38% of users don't shop online because of the quality while 40.62% due to poor UX and CX.
4. Users want to be able to communicate with vendors before and after shopping.
5. Most users aren't satisfied with the delivery time of most online stores.
6. 18.75% of users are afraid to make payment with their credit card and are security conscious.

Key Findings for Merchants

1. What constitutes experience for merchants are the commercial and operational policies. This most times informs whether or not they use E-Commerce platforms, or by extension if they stay on them. ​
2. There is no clear trend on the challenges faced selling on instagram but some of the challenges reported are :
   • Product Visibility​
   • Pages can be deactivated at anytime​
   • Some expert help is needed with maximizing the channel.​
3. The biggest challenge they face with Habari is the low amount of sales on the platform. Also they don’t feel confident directing traffic to Habari due to the unoptimal user experience.
4. The merchants are overall satisfied with the product upload and order fulfilment processes that are currently in place.
5. The merchants want to be able to share their store links to users to shop on Habari but they do not due to the absence of personalized stores and bad user experience.

Finding Solutions