UX research on the running category, for Boozt.com

The sport research running started after a meeting with the Buyers & Merchandising team who needed help to improve the sport categories of Boozt.com.
As a first target we selected the running category section. Our goals was to understand customer behavior types specifically for the running section, identify problems and pain points in the customer journey, and build solutions that improve online user experience for the running category.
The process phases process consisted of conducting research, analyse collected data and proposed solutions in term of usability and content.

Lead Product Designer: Dennis Bücker / Product Design: Cédric Brin, Marek Chovanec / Sport Category Manager: Alexandra Persson

As part of a quantitative study we created a survey directed towards people who runs.
The survey questions aim to find out more about demographics, frequency related questions and questions about specific features.The purpose was to gather as much quantitative data as possible about our user groups. Through the survey we can get data about what distance they run, what kind of runner they are and what is the most important to them.

We drafted all possible questions we could think of and then we did a first review of the questions. All questions that we didn't know what we would use the answer for we crossed out. We then prototyped the survey on Google forms. Which we then changed depending on feedback we received after an intern testing session. The structure of the survey was built on two different type of question flows depending of how do you run, about your running shoes and your running clothes. At the end of the survey participants had the choice to share their contact information so that we could reach out to them to do further research activities.

It’s was time to start interviews, as part of qualitative research, we conducted semi-structured user interviews with our runners contact. Each session consisted of an interview (around 20-30 min) and a usability task (20 min).

For the sport interviews, the purpose was to further understand the motivation and goals of runners when running gears shopping. All questions we couldn't ask using the survey were asked here. We tried to listen and ask follow-up questions.

We used Lookback.io to record the interviews and usability tasks. During the interview we had some questions as guideline for which areas we wanted to talk about and we asked relevant follow-up questions depending on their answer.

For the user testing, during the interview session with the users, we gave them a task and recorded the screen until they finished it. We also asked them to perform the same task on a specialist running web shop, and to try a feature on a third web shop.
We wanted to discover usability issues on Boozt, which improvement suggestions they might have and what made them frustrated/happy when doing the task. We also wanted to record how they would complete the task on a specialist running web shop, and on a feature from a running web shop.
We gave them the task to browse for something they'd be interested in buying and add it to cart. We also asked them to think aloud during this task and we also asked some follow-up questions during the test.

After going through the transcribing interviews and the data responses of the survey, we have been able to determinate our personas, with specificities for each gender. After that, we could find the best way to analyse our user testing from the interviews.
We created a template and played with post-it with a code color to define each insights. The main focus of the template was to define and organise insights about what they like, what they dislike, what ideas they had, and what questions they had.
After reviewing all of our user testing and gather every insights for every categories, we wanted to have an overview of all our data. We grouped all the similar insights and feedbacks we had for each personas. We was able to see the frequencies of each insights and could define a scale of importance. From there we was able to know compare the data from our website and the others and started to think about new features.