For my Interaction Design studies at Interactive Dock I was conducting a customer research for the danish online-shop Niibuhr Jewelry and created a shopping app concept for customers who love Designer's Handmade Jewelry.
OBJECTIVE
In order to optimize the existing Danish webshop Niibuhr Jewelry the aim of the project was to determine the preferences and needs of the target group. Who’s does what, when, where, why, and how? What circumstances the customer is faced buying jewelry and what demands and preferences have the participants? This concerns the UI concept and the marketing approach, which should be reconsidered.
COMPETITOR ANALYSIS
For the market analysis, I’ve selected competitors who have jewelry with an outstanding material as a central unique selling proposition and the handmade production of individual unique jewelry.
RESEARCH
The aim of the quantitative survey is to get an overview of the buying behavior of potential jewelry buyers. Relevant questions were under what circumstances and where jewelry is bought.
Is it a targeted purchase for a specific occasion or an emotionally oriented purchase that varies depending on the mood? Are there requirements for quality or for exclusivity? Is individualism a decision criterion and does the price play a certain role?
In view of the fact that the web presence of Niibuhr Jewelry has an emphasized historical character, it was important to find out with the questions whether a historical reference to jewelry is a clear purchase argument among the interviewees. If not, the strategy has to be questioned and the marketing concept has to be put on a more decisive footing.
CONCLUSIONS
The participants put a high value on the individuality and uniqueness of the jewelry. The appearance and the appropriate style is the decisive factor in an emotionally driven purchase. Those who were asked about online purchases stated that a clear and well-structured website was important to them. They want a quick and easy checkout and a simple method of payment. They preferred, even more, the usage of apps than browsers in order to get a hassle-free shopping experience.
CONCEPT
The unique products with their special material should stand out visually and needs to be communicated via expressive photos. The possibility to either buy finished jewelry or to compose jewelry according to customer-specific wishes via filter function (customized design) meets the needs of the target group. It gives the customer the choice to express themselves individually through the jewelry according to their own personal taste.
INSIGHTS AND FINDINGS
The technical requirements should be extended in a way that a special filter function allows the composition of an individual piece of jewelry. An extension could be the integration of an augmented reality application to perform an online fitting room.
NEW CONCEPT OF CONTENT STRUCTURE, BUYING PROCESS AND CHECKOUT
