About the project
Based on the client's need to create an engagement feature for the brand's users, research was initiated to explore the world of outfit creation. I collaborated by conducting research in a discovery phase to uncover opportunities within the customer's online experience.
→ Client
Bershka
→ Project duration
January - November 2024
→ Role
User Research
→ Tools used
Desk Research · Benchmark · Ideation Workshop
Empathy Map · Definition of Value Proposition
Project development
The first approach to the project was to develop a research plan that would allow us to gather as much information as possible to address the project comprehensively.
Following a kick-off session with all the project stakeholders on the client's side, a research plan was proposed for the first phase of discovery and immersion in the project that would address the following objectives:
Research objectives
Align the expectations of the company's (internal) stakeholders.
Discover gaps and frustrations with the website's current functionality.
Analyze trends in behavior and consumption that would allow us to identify future courses of action.
Collaboratively define a value proposition for the new functionality.
Desk research and benchmarking
Without a data repository, manual research was conducted to retrieve insights obtained by the client through user interviews and other research techniques such as usage diaries and surveys conducted during 2022 and 2023.
We explored the social media platforms that the brand's users use (mainly TikTok) to find information on where we could address needs expressed directly by our users.
A benchmark was run on competitors' websites and apps to map existing functionalities, while the client's own brand was analyzed to understand its current functionalities and potential growth opportunities.
Co-creating the solution
After a three-hour working session with the entire design and business team, we shared our goals and approaches for where we wanted to take the project. It allowed us to map out a future and align ourselves. Meeting together allowed us to brainstorm different scenarios that would address the specific needs of the client's user personas and then devise possible solutions.
Session analysis
After the session, work continued on organizing each group's proposals and translating these ideas into functionalities, which were then cross-referenced with the initial research phase. Before creating the value proposition that would underpin the subsequent design, it was suggested that the design team work on an empathy map.
Value proposition
After working on the empathy map and having the functionalities defined in the ideation session in place, the value proposition canvas was developed with project managers and designers. The proposals were presented to all stakeholders, and a next phase of research was proposed after the design team had worked on the visual proposals.
Deliverables
Benchmark report for each of the solutions surveyed.
Report on the analysis of the ideation workshop and the digitalization of the defined proposals.
Design solutions prioritization list.
Value proposition canvas.