Appendix 1- Research Protocol, Survey questions and results
Research Protocol: Interviews
Interview Details
Client Name: HOMAGE
Interviewer Name: Kelsey Vitullo
Date: 9.16.2024
Interviewer Title: UX Research & Design Lead Interviewer Phone Number: (614) 600.4344
Interviewee Name:
RECORD:
Kelsey: Thank you for joining me today! I appreciate your time and willingness to answer some of my questions related to User Experience of digital shopping applications and clothing essentials. I will first start by taking you through a brief summary of our session today, so you know what to expect.
Let’s kick it off with your consent first:
o Consent: Prior to diving into the questions, I provided you with a document that allows for you to grant consent for today’s session. I’d like to verbally ask for your consent and for the signed form, so I am able to not only ask you questions, but also record the session and use the information for my study. I need to ensure that you understand that you are participating in a case study for my Masters of Fashion Industry StudiesPracticum that focuses on the Fashion Industry with a focus on User Experience Design.
1. We have 30 minutes total slated, so if you have a hard stop after the 30 minutes, please advise!
For the first 5 minutes, to get started, I’ll share with you an….
o Brief Introduction
o Review of the goals for today’s session
2. We will then take 10 minutes to
o Answer some warm-up questions
o Then I will provide a short brief of the Product Concept that I am working on
3. We will then take 15 additional minutes for…
o Questions related to the product concept, which I will explain to you in further detail
o Then lastly, give you, the interviewee, the opportunity to ask any questions.
Sound good? Any questions?
Before we begin, I just have a few things to mention:
o Taking notes and recording. First, I will be taking notes periodically to help me remember things that you say or things that you do while using digital shopping applications or purchasing essentials clothing.
o Also, as noted in the consent form, I’ll also be recording the session simply so that I can go back and look at the tape if I don’t catch something in my notes or if I need clarification.
o No right/wrong answers. I want you to tell me what you like and dislike about your experiences with digital shopping applications, as well as essentials clothing.
o I’m not evaluating you. I simply want to learn how and why you use your digital shopping applications, if you’d purchase essentials through a shopping application, and what motivates you purchase essentials for your wardrobe. So, feel free to comment about any aspect of your current application experiences or shopping behaviors and/or preferences.
o Your information will be kept confidential. The information you provide will be kept confidential, your name won’t be associated with the information, and nothing that you say or do will have any implications further than this interview. Before we start, do you have any questions for me? Sound good? Let’s go!
If at any time you need to stop or take a break, let me know and we’ll do so. Our discussion should last around 20-25 minutes.
Any questions before we begin?
Time Elapsed:
5 minutes
10 minutes
10 minutes
5 minutes
0 minutes
Total Time: 30 minutes
Session Summary
Activities:
Ensure network connectivity, Introduction, Review Goals of the session, Receive consent
Broad questions and Introduction of Product Concept
Moderator asks questions in relation to Product Concept
Interviewee questions
Sign Off
Introduction
My name is Kelsey Vitullo and I am the User Experience Researcher and Design Lead for this school project. I am researching and designing a shopping application for the Columbus based brand; HOMAGE.
I am working to compile design research through interviews and surveys by asking target users, like you, specific questions regarding mobile shopping applications. This information will assist me in
identifying solutions to everyday problems, so I am able to formulate a positive user experience that delivers on conversion, customer engagement and brand awareness.
Research Goals
Goal # 1:
Goal # 2:
Goal # 3:
To identify the main desires and needs, of the target user when using a digital shopping application for purchasing products.
To identify problems and determine what motivates the target users with these types of applications to understand what functionalities could serve as solutions.
To document our conversation for design research, to formalize data analysis, and compile findings to support design recommendations for the HOMAGE client.
Question Set #1: Warm up Questions
Questions:
What is your age?
Where do you live?
Do you identify as male, female or would prefer not to say?
Do you currently use a shopping application to buy clothing?
How are your shopping applications currently solving your daily problems?
Notes:
Now I’d like to describe to you a mobile app that I’m working on.
This application will significantly boost HOMAGE's customer engagement, national awareness, and revenue by providing a personalized shopping experience related to licensed graphic apparel and goto everyday essentials. It will feature real-time product recommendations, gamified rewards, and interactive community elements, enhancing user interaction and driving sales. Additionally, the app integrates nostalgic references and historical insights, connecting users with the rich context behind products while fostering a sense of community through give-back opportunities and social sharing. This comprehensive approach will effectively support Homage's growth in both direct-to-consumer and in-store channels.
There are many digital shopping apps for iOS and android, but I’m looking to identify people’s wants and needs so I can excite users and differentiate the app to increase customer engagement and profitability for HOMAGE.
Product Brief
Question Set #2
General Experience and Mobile App Preferences
1. What are your first thoughts on what I have just described regarding the mobile application that I will be working on?
2. What are your favorite shopping apps?
3. Can you describe your typical shopping experience on a mobile app? What features do you find most useful?
4. What do you enjoy most about your favorite shopping apps? What keeps you coming back to them?
5. What are the types of products that you buy most on mobile shopping applications related to clothing?
6. Are there any aspects of your current shopping apps that frustrate you or could be improved?
Features and Functionality/ Personalization & Recommendations
7. What specific features do you look for in a shopping application (e.g., product search, recommendations, reviews)?
8. Do you prefer shopping apps with a lot of personalization options, such as tailored recommendations, or do you find these features unnecessary?
9. What kind of customization options would you like to see in a shopping app?
10. Is the ability to save favorites or create a Wishlist something you use? Why or Why not?
11. Is an inspirational feed with high-res images or outfit suggestions helpful or interesting to you in a shopping app? Why or why not?
13. What if your shopping application send push notifications related to your favorite sports team, new clothing drops, current pop culture news, local events, destination news, or events paying homage to pastime legends or records?
Engagement and Retention
14. What types of push notifications or alerts do you find helpful when using shopping apps? Are there any that you find intrusive or annoying?
15. How do promotions or discounts influence your decision to use a particular shopping app?
16. What would make you more likely to engage with a shopping app on a regular basis?
User Interface and Design
17. How important is the design and aesthetic of a shopping app in your decision to use it? Can you describe an app that you think has a particularly appealing design?
18. What are your thoughts on the use of visual elements, such as high-quality images and videos, in shopping apps?
19. Do you prefer to shop in-store or online? Would you use a scan & shop option in store to find product info, reviews/ ratings & inventory?
Future Features and Trends/ Technology
20. Are there any emerging trends or technologies in shopping apps that you are excited about or would like to see implemented? Ie: Visual search, access to in-store playlists, access to stylists/ influencers, or gamified rewards?)
21. How do you think shopping apps could evolve to better meet your needs in the future? Ie: Product videos, sizing assistance, or voice search?
22. How do you feel about the integration of augmented reality (AR) and artificial intelligence (AI) in shopping apps? Are there specific features, like chatbots for customer care, personalized recommendations, or virtual fitting assistance that you find particularly useful?
23. What are your thoughts on the use of voice assistants (e.g., voice search or voice-activated shopping) in shopping apps? Do you think they add value?
Gamified Content (AKA: Content that uses game-like elements to increase engagement and motivation)
24. Have you ever interacted with gamified elements in an app, such as reward points, badges, or challenges? If so, what was your experience like?
25. What types of gamifications do you find most engaging or motivating when shopping online? For example, would you be interested in earning rewards through completing certain tasks or challenges?
26. Do you prefer gamified content that is directly tied to purchasing (e.g., discounts for completing challenges) or more for entertainment and engagement (e.g., mini-games or style quizzes)?
27. What if you could play trivia related to old sports legends, teams or pop culture?
28. Can you describe a positive or negative experience with technology or gamified content in any app, and how it influenced your behavior or perception of the app?
Future Perspectives
29. What new technological advancements would you like to see in shopping apps in the future?
Final Thoughts
30. If you could design your ideal shopping app, what would be the top three features or aspects you'd include?
Survey #1: Mobile Shopping Application
Demographics and Age
1. What is your age group?
1. Under 18
2. 18-24
3. 25-34
4. 35-44
5. 45-54
6. 55-64
7. 65 and over
2. What is your gender?
1. Male
2. Female
3. Non-binary/Third gender
4. Prefer not to say
5. Other (please specify): ____________
3. What is your highest level of education?
1. Some high school
2. High school graduate
3. Some college
4. Bachelor’s degree
5. Master’s degree
6. Doctorate or higher
7. Other (please specify): ____________
4. What is your employment status?
1. Full-time employed
2. Part-time employed
3. Self-employed
4. Unemployed
5. Student
6. Retired
7. Other (please specify): ____________
5. What is your annual household income?
1. Less than $25,000
2. $25,000 - $49,999
3. $50,000 - $74,999
4. $75,000 - $99,999
5. $100,000 - $149,999
6. $150,000 and over
7. Prefer not to say
6. In which region do you currently reside?
1. Ohio, USA
2. State other than Ohio
3. Outside the USA
Shopping Application Usage
7. Do you use a mobile application on your phone to purchase clothing?
Yes/No
8. How frequently do you use a mobile shopping applications to purchase products or clothing?
o Daily
o Weekly
o Monthly
o Rarely
o Never
9. How frequently do you use shopping applications to purchase essential clothing items?
o Daily
o Weekly
o Monthly
o Rarely
o Never
10. Do you prefer shopping online versus in-store for essentials clothing items?
o I prefer online shopping
o I prefer in-store shopping
o Someone else does my shopping
11. What is the likelihood that you will use a mobile shopping applications for purchasing essential clothing items?
o I use mobile shopping apps frequently
o I use mobile shopping apps sometimes
o I use mobile shopping apps never
Application Features:
12. Which features do you find most valuable in a shopping application for purchasing essentials clothing items? (Select all that apply)
o Product search and filters
o Personalized recommendations
o User reviews and ratings
o Detailed product descriptions and images
o Easy checkout process
o Order tracking
o Returns and exchanges
13. Are personalized recommendations based off your usage helpful when using a mobile application?
- Yes
- No
- Maybe
14. *How often do you use product recommendations or personalized suggestions when shopping for essential garments?**
- [ ] Always
- [ ] Often
- [ ] Sometimes
- [ ] Rarely
- [ ] Never
15. How important is having an app-based loyalty program (e.g., rewards points, exclusive discounts) when choosing to shop through a shopping app?
o Very important
o Important
o Neutral
o Slightly important
o Not important
16. **How likely are you to purchase essential garments from a brand that offers a loyalty program or rewards system?**
- [ ] Very likely
- [ ] Somewhat likely
- [ ] Neutral
- [ ] Somewhat unlikely
- [ ] Very unlikely
17. What type of rewards to you appreciate most?
-Points to use towards future product purchases
-Coupons on future purchases
-Free products
18. Would access to app exclusive promotions, app exclusive products, and app exclusive behind the scenes product information increase your motivation to use a shopping application?
Yes//No
19. **How influential are customer reviews and ratings in your decision to purchase clothing on a mobile application?**
- [ ] Very influential
- [ ] Somewhat influential
- [ ] Neutral
- [ ] Slightly influential
- [ ] Not influential
20. **Would you be interested in playing trivia games related to historic sports icons, pop culture, or travel destinations if it earned you rewards or points for graphic tees sold in the app?**
- Yes
- No
- Maybe
21. **Would you find a voice search feature useful when shopping for products or clothing in a mobile app?**
- Yes
- No
- Not sure
22. **Would you use a visual search feature in a mobile app, such as uploading a photo or screenshot to find similar products or garments?**
- Yes - No - Maybe
23. **Do you currently use or would you use technology in a mobile app to help find the right fit for clothing?**
- Yes
- No
- Not sure
24. **Would you use an inspiration feed for outfit ideas within a mobile app?**
- Yes
- No
- Maybe
25. **Are product videos helpful to you when shopping in a mobile app?**
- Yes - No - Sometimes
26. **How important is it for you to see customer photos or user-generated content when deciding to purchase essential garments?**
