People Shopping!
Generative Research
How and Why do you people shop for clothing and fashion. What motives them? How do people discover new brands? What excites them? What does their shopping journey look like?
Research Methodology
User Qualitative Interviews
Ethnographic observation
Unmoderated Interviews with Tasks
Primary Research Goals
Observe how a person creates an outfit
How are people shopping on Instagram
Where do people start typically start their shopping journey
What information is important for them as they are making decisions
What are consumer online and offline exceptions
Key Findings about General Shopping
The users are starting their search broad-- like BIG-- Google is a springboard an inspiration source. The inspiration then becomes the content they engage with, and that content then feeds the interest in inspiration.
Seeing people sometimes real, sometimes influencers wearing the clothes seeing a look and mood is essential for discovery, inspiration, and getting the user to purchase.
An Instagram shopper is typically in a low-intent mode. They are looking for inspiration, browsing, even using the activity as a form of entertainment.
Key Findings about Shopping on Instagram
An Instagram shopper is typically in a low-intent mode. They are looking for inspiration, browsing, even using the actively as a form of entertainment.
Convenience “I'm already a lot of time on Instagram and it makes sense to shop when I see something on there that catches my eye.”
Efficient “I'm already in the Instagram app so it’s allowing me to make purchase immediately instead of seeking product out.”
Trust payment security “I am confident as I have credit monitoring for fraud and feel Instagram is very credible and safe.”
Communication on latest products and releases from brands the user loves
FOMO: Users may not trust the a brand's full catalog is available on Instagram "You're not really seeing everything that the site has to offer. So for instance when I'm clicking into view products sure, there's some other suggested products but I'm not seeing everything. So, I still feel like I kind of need to go to the site if I really want to do a deep dive and see what they've got to offer.”
Access to a retailers membership, rewards program and sales “(User is directed to brands website) I like that better than purchasing through the app, I like being able to purchase through the website that way if there is a membership or anything like that I can also sign up for that.”
Lacks filtering capabilities