In our MHCI project, we designed an immersive solution for buyers to easily manage, learn, and plan just inside their assortment. Our solution ties elegantly into our client's platform by using the assets generated in the former as the core of our tool.
Secondary Research
We conducted broad secondary research to familiarize ourselves to what it may feel like and to be like buyers. We reviewed over 40 different academic sources that helped us answer some of the initial questions such as: how is the retail landscape changing and how does the direction it’s heading affect the buying process and how are buyers being trained to learn their tasks.
User Interviews & Card Sorting
We interviewed with 26 buyers and started to narrow down on what we started to see in common that contributed the most to their success: the value of vendor relationship, customer knowledge, and agile buying. We asked each buyer what contributes most to her ability to be successful as a buyer. Buyers’ inputs were collected and coded into our card sort analysis.
Affinity Diagramming
Over the course of our research, we collected a set of voices we heard from buyers into the affinity wall. After deconstructing our diagram, we were able arrive at our insights that helped us determine areas of opportunities.
We identified four major strategic opportunities
Throughout the course of a single buy, buyers engage in up to 40 distinct activities, making critical decisions that affect the success of a product at each point. At any given time, they’re managing several different buys each at a different stage of the process. We grouped these more strategic activities into four opportunities areas where great buyers approach decisions differently than other buyers, and get better results.
Our insights derived three centralized goals to prototyping
How might we help buyers find the compelling stories behind their data so they can be more effective and influencing the strategy?
How might we ensure tools support buyers to be both proactive and reactive depending on the situation?
How might we help buyers see meaningful connections in their data enabling continuous improvement?
Visioning
We hosted a collaborative a visioning session with our client generating design ideas to address our insights.
Storyboard Speed Dating
We generated over 25 storyboards, and shared them with users to elicit gut reactions to the ideas and understand how they might fit within workflow.
Value Testing
Once narrowed to a single idea, we generated a long list of possible features to include and ranked them based on value to buyers, feasibility, and interconnectedness to other important features and decided on a small set of features to represent our MVP version of the product.
Meet our team
Amanda
Shaun
Hannah
Gena
Ju Ho
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Enabling a visual tool for a visual job.
MHCI CAPSTONE x LH VENTURES
20/20 Retail Buying
