Summary
This method is especially helpful if you want to find out information about why competing products are being purchased. Therefore it's important to create a natural and casual shopping experience. Try to find out where the users pain points are, how they handle them, and then review how well you think your solution was implemented in the scenario.
Step-by-step
- Find people to test with that fit the target group. They don't need to be briefed in advance because there is a risk that they will not behave naturally under observation.
- Observe people during their shopping experience and take notes. What interactions take place? What pain points are there? Are there similar patterns among different users?
- Evaluate results and think about what could improve the users shopping experience.
Paper
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