LibbyTaggart p o rt f o l i o 773.750.8418 ertag@hotmail.com
Each team focused on a major building area: small scale home building and renovation, large scale home building and renovation and commercial building.
Stakeholders Project types
Understanding the experience around the discovery, selection, and recommendation of building products, finishes, and furnishings and uncover opportunities for improvement and devlopment.
Client / Owner
Professional
Manufacturer
homeowners, landlords, developers
Architects, Interior Designers, Contractors, Engineers
Sales Managers
Residential B: Professionaldriven projects
Commercial: Commercial Projects
Residential A: DIY Projects
Marketing Managers Customer and Sales
insights
Findings to insights The Research Insights Map is a visualization of the ways in which owners, professionals and manufacturers are affected – both directly and indirectly – by insights in these four areas: mindsets, influencers, interactions and process. Owners and professionals may experience these insights more directly than manufacturers, but manufacturers need to understand these insights and where they come into play. Mindsets Unique perceptions, attitudes and biases that stakeholders bring with them into a project.
Trusted Advisors
Knowledge Level
Learning
Detailed Evidence
Tangible Experience Historical Knowledge
Real World Use
INFLUENCERS
Information Availability
Liability & Risk Reputation Expert
Tailored
Emotional
Integration
Value
Relationships
Balance
MINDSETS
Influencers Outside and even inner forces that indirectly, yet significantly affect product selection decisions.
professional
Interactions The complex ways that communication, collboration and infomation exchange occur among stakeholders
Owner manufacturer
Compromise Common Context
Process The activites and stages of a project that occur from concept to completion
INTERACTIONS
Face-to-face
Co-creation Ad-hoc Discovery
PROCESS Dream
Plan
Plan
Learn By Doing
BUILD
BUILD
Scope Changes live
live
What affects Homeowner’s product decisions? Owners and professionals may experience these insights more directly than manufacturers, but manufacturers need to understand these insights and where they come into play.
Trusted Advisors
Knowledge Level
Learning
Detailed Evidence
Tangible Experience Historical Knowledge
Real World Use
INFLUENCERS
Information Availability
Liability & Risk Reputation Expert
Tailored
Emotional
Integration
Value Value
Relationships
Balance
MINDSETS professional
Owner manufacturer
Compromise Common Context
INTERACTIONS
Face-to-face
Co-creation Ad-hoc Discovery
PROCESS Dream
Plan
Plan
Learn By Doing
BUILD
BUILD
Scope Changes live
live
“I’d rather learn how to do something than pay someone to do it for me...Basically, when you buy a house it becomes your hobby for most people. If you buy a house or if you buy a condo that you plan on renovating, it is your hobby for the next year.” Mona, Homeowner
Learning Owners consider projects to be an opportunity to learn something new and will often start projects with this intention. They frequently go into a project without knowing what they’re doing and are much more forgiving of their own mistakes than they are of mistakes made by contractors and professionals.
Insights
How are Professionals influenced? Owners and professionals may experience these insights more directly than manufacturers, but manufacturers need to understand these insights and where they come into play.
Trusted Advisors
Knowledge Level
Learning
Detailed Evidence
Tangible Experience Historical Knowledge
Real World Use
INFLUENCERS
Information Availability
Liability & Risk Reputation Expert
Tailored
Emotional
Integration
Value
MINDSETS
Relationships
Balance
professional
Owner manufacturer
Compromise Common Context
INTERACTIONS
Face-to-face
Co-creation Ad-hoc Discovery
PROCESS Dream
Plan
Plan
Learn By Doing
BUILD
BUILD
Scope Changes live
live
“I can read [the plans] better than they can. It tells more of a story, they can get a better feel for it. Because I can read it and I understand, what is projecting out, what’s going in...Sometimes the client is not very good at telling you what they want because they don’t have the design vocabulary for it.” GINA, Interior designer Experiencing Space Experimentation and prototyping are effective for helping clients understand how a space will feel before the changes are made. Creating a Common Context Finding a common language and common context through storytelling creates greater understanding.
design principles
common context
process transparency
value creation
Roles & Expertise Promote accountability
and trust among project stakeholders by helping them define roles and demonstrate expertise.
making it real
common context
roles & expertise process transparency
Value Creation Help stakeholders identify personal relationships
We collaborated with Autodesk to integrate insights which helped us to define Design Principles
common context
sources of value to better allocate resources and improve their overall experience. value creation
common context
making it real
process transparency
Project Transparency Simplify information
process transparency
capture and access over the life of a project and beyond.
roles & expertise common context
process transparency
Making it Real Support discovery and value creation personal relationships
decision making with tools that reflect real world situations.
value creation
The purpose of this workshop was not only to relay the findings of the research but also provide an opportunity for the Autodesk Team to collaborate in analyzing the key findings.
making it real
making it real
value creation
Personal Relationships Incorporate empathy roles & expertise
Based on the activities in the clustering workshop, we were able to identify certain themes that transcend project type and speak to stakeholders’ more essential needs around personal interaction and navigating the construction process.
into the underlying architecture to build trust and support interpersonal relationships.
roles & expertise making it real
personal relationships
personal relationships roles & expertise
These principles are not bound to a specific time or type of experience; instead, they should be taken as a broader direction that can continue to inform strategic development and help Autodesk create new offerings that engage consumers and design professionals throughout the construction process.
Common Context Improve communication personal relationships
and understanding by helping stakeholders establish common ground. common context
process transparency
value creation
making it real
Concepts Construction projects rarely have a beginning and an end. Projects are an extended process that can be broken into repeating stages; Live, Dream, Plan and Build. Product selection is often considered to be something that happens in the Plan and Build stages but, in reality, the Live and Dream stages strongly influence what is planned and built. Using the Design Principles and the Dream, Plan, Build and Live process model we developed concept sketches that benefited all stakeholders and most of the stages. Two of those concepts are illustrated here.
DREAM
PLAN
Product Selection
LIVE
BUILD
concepts
Benefits to owners
• Shares the work progress of other stakeholders Benefits to Professionals
Execute
Architect
Invest
Contractor
Furniture
Stage
Dimension details: 15ft by 10ft Preferred Type: Contemperory Budget: 10000$ Duration: 3months Start Date: 5th April 2010 Current State: Execute phase Currnet Balance: $6000 Recent Activity: Microwave purchase
Name: Maria Profile: Home owner Project: Kitchen renovation Location: Grand and LaSalle
Your Team Name: Jenny Profile: Architect Contact: jenny1234@gmail.com | 123456-7890
• Shows the implications of decisions (on time and budget) based on real-life archived projects.
Pie
Your Kitchen
User/Project profile Team profile and status
Loan
Dual Bar
Bar graph
Your Profile
• Real time feedback to stakeholders
Credit
Data visualization tools Organic
• Shares templates for reference based on past projects
back next
Plan
Sherpa is an integrated project management tool that gives each stakeholder a cohesive experience through effective communication, accountability and transparency.
PROJECT PROFILE Interactive Data Visualization Tools
Balance
Sherpa
Profile page; the user is currently selecting a data visualization tool for project management.
Name: John Profile: Contractor Contact:john1234@hotmail.com | 987-654-3210
• Highlights checks and balances system between stakeholders • Aligns with other stakeholders in the project process benefits to Manufacturers • Sherpa provides a database that monitors: User Behavior and Project Information
Enlarged view of the visualization tool
Autodesk
Navigation menu
Your Kitchen
EDIT
CALCULATE
Name: John Profile: Contractor Contact:john1234@hotmail.com | 987-654-3210
Time
Execute
Architect
Contractor
Invest
Stage
Credit
Balance
UPDATE
Execute
Invest
Deducted
UPLOAD
Loan
0,0 Interactive Data Visualization Tools
Credit
Deducted items at the bottom
Furniture
Your Team Credited
Plan
Gained items on top in green
Contractor
Name: Maria Profile: Home owner Project: Kitchen renovation Location: Grand and LaSalle
Architect
Kitchen: Type
Dimension details: 15ft by 10ft Preferred Type: Contemperory Budget: 10000$ Duration: 3months
Close
next
Furniture
Tools for editing
back
Loan
Accept
Balance
Opportunity area of integrating currently scattered applications into one platform. Custom application for all the stakeholders to personalize as per their requirements. Possibility to exist as a project scanner in a mobile platform.
Your Profile
Plan
• Sherpa provides a database for monitoring and understanding: User Behavior and Project Information
PROJECT PROFILE Kitchen: Type
concepts
Autodesk Café A physical room with moveable, adjustable walls and projection capabilities to illustrate projects and products. This space serves as an experimentation lab and discussion platform for architects and their clients by enabling them to communicate, sketch and discuss the project. It is also a showcase for all stakeholders. benefits to Consumer • Experiencing projects in a physical environment to get a better feel for space and dimensions. Benefits to Professionals • A new way of engaging their clients and get their input. • A clearer way of communicating their design: Instead of screenshots or plans, they can let clients walk through an illustration of the space. Manufacturers • Gives the stakeholders the chance to test how products fit the environment in 1:1 scale. • Space to showcase products and introduce new items to owners and professionals Autodesk • Physical presence, expansion from digital domain to physical • A new way to contact and engage customers • Ability to collect data on the selection process and spatial relationships to inform future visualization tools and help manufacturers refine products
the Wellness
Experience
The goal of the research was to better understand people’s experiences with and attitudes towards health and wellness and find design opportunities to support well-being and positive change. Circle Back Workshop: We returned to the PitneyBowes call center in Appleton, Wisconsin to follow up with our original research participants to: • Track how their participation in the research has or has not affected their wellness behavior • Test new methods for uncovering those responses • Provide an opportunity for our participants to help us imagine products/services/devices that would aide them on their personal health journey
the Wellness
Experience
All About Me Test methods to prompt selfreflection and assessment to illustrate changed states since the initial research project. Participants detailed the people, activities and things that support and sidetrack their wellness journey. Participants compared their present self with their past self (6-9 months ago).
emotional state relationships feelings activities
“You can’t change until you step outside yourself and say this is what I am.� Michael H. All About Me prompted rich storytelling, and insight into motivations and willingness to share intimate self evaluation.
physical state
support systems
the Wellness
Experience
Health Status Odometer Investigate change over the course of the research, including change made because of the research
how far I’ve come
Participants were given a blank “odometer” with one end labeled “Where I want to be,” and the other “Not where I want to be.“ They were asked to indicate where they are now versus where they were when the research began. Participants expanded on what helped or hindered their health journey through imagery and writing.
“Keep my cats around.” Linda M. While we expected to get specific goals, such as “lose 20 pounds,” participants envisioned “Where I want to be” holistically, including not only weight and physical activity, but also family, mental well-being, and even their relationships with their pets.
what holds me back
what can help me
the Wellness
Experience
Six design opportunities were distilled from the workshop co-design session and our own analytical insights. These opportunities ranged from the effect of external influences on the individual to the internal motivations that perpetuate certain behaviors.
the Wellness
Experience
Permission to Care for “Self” Dependents come first – even though you are your own dependent • People are more “other” directed than “self” directed” • People feel they can be themselves with pets - and be unconditionally loved for it • People often lose sight of the activities that they are engaged in already (taking care horses, kids, spouses)
Health Pet Avatar
What if people could nurture their wellness like they nurture their pets? Your health is your pet, thriving on the nourishment and affection of your healthy choices.
Compartmentalization There’s more to an ailing person than just their condition, but ailments are loud and demanding things. • People are easily thrown off goals by major life events • People’s positive, “healthy” identities can be hidden by illness • People can support positive change with structured time for self reflection
Coping & Thriving Nurturing something else is a way of nurturing yourself. • People envision pets as a key mechanism to their future well-being • People are engaged with hobbies because it’s a multisensory experience that takes them out of their daily lives and nurtures their own identities • People are engaged in hobbies because they enjoy seeing tangible representations of their efforts and progress
Elephant in the Room
InstaPet Robot
What if people’s ‘ill’ identities could live in a different place than their ‘well’ ones? A special space to be ‘sick me’ so that ‘regular me’ can live its life.
What if there were pets that could thrive no matter the caretaker’s limitations? A robotic dog programmed to need only as much nurturing as you are capable of giving
Observing Wine Buyers
The goal of this project was to learn and practice ethnographic methods. We focused on people making casual, everyday wine purchases. Through key insights culled from our underlying research, identify opportunity spaces for user-centered design and design solutions.
phase 1:
phase 2:
phase 3:
Research
Analysis
Synthesis
survey
Video share watching and analyzing video together to generate discussion
Focus on “A� of AEIOU pulling action, -ing words to focus on what users are doing
store intercepts & observations observe layout and how users navigated the space. shop alongs see how users behaved in the actual store environments. in-home interviews see how users treated wine in their homes; to let users tell their stories in their own environment process map have each user retell their experience, hopefully discovering more than what we saw or heard at the store.
AEIOU frame and better understand information from research Clustering further focus information within the AEIOU Themes define major themes from the framework and clustering
Experience map putting action words into the experience map to see when users are doing what
Observing Wine Buyers
this is usually confusing for me because I don’t buy wine often enough. I would usually call someone and ask for recommendations. If something happens to match something I remember “kinda” liking, I will pick that up. If not, I just look to see if the store has any of the recommendations.
Online Survey • Initial overview of wine drinkers • Essay questions encouraged storytelling and gave us a rich picture of their decision-making processes. Four personas from the survey:
The Adventurers: a purchase is an opportunity to discover something new to share with others Protectors of the Vintage: have pride and confidence in their wine knowledge and care about the traditions. The Strategists: have a distinct system for choosing wine. The Economizers: decisions are driven by price and will try new wines if the price is right.
Store intercepts & observations
Shop alongs & In-home interviews
We conducted intercepts and observed environments of local wine stores and how shoppers interacted there. Locations: Grocery store, Discount store, Drug Store, Wine Speciality Store.
To understand the entire buying experience we conducted continuous interviews: before shopping, at the store and afterwards at the home. Documenting the entire process helped us create a detailed consumer journey:
Some observations:
1. Meet and Greet 2. Purchase Experience 3. Travel 4. Interview 5. Consumer Map
Store Layouts: Every location is organized differently Behaviors: Consumers search for long periods of time Conversations: Past experiences are relived when a past wine is found Shopping Intercepts: People loved to talk about wine and the experiences behind their knowledge
Observing Wine Buyers
Through analysis, we discovered five major themes. These themes led to insights that were consistent across all of our user’s needs and challenges.
Gimme direction
What’s your story?
Users went into stores with the understanding they wouldn’t necessarily find their favorite wine in the same place it was the week before. They often missed or dismissed way-finding signage.
Users liked to tell a story about their own experience or recommendations from friends. They used storytelling as a method to choose among hundreds of bottles. It provided validation and solidified their logic for choosing a particular wine.
insight:
Users need clear, consistent orientation.
insight:
“When I first get to the store I try to figure out how they have the wine organized.” Jen, 29
“This one is really good too, my friend of my got married at this vineyard.” TRAcey, 31
The solution should personalize the experience by promoting storytelling.
Observing Wine Buyers
Wine my way
A book by its cover
The long journey home
Users felt like they could enjoy wine on their own terms without having to adhere to traditions or customs. They didn’t like pretentious attitudes towards wine and didn’t want to be viewed as snobs. Many users talked in great detail about wine, but most refused to think that they had any real knowledge.
All our users interacted with the label. Users commented positively on its aesthetics, feel, name and the vineyard story. Users touched the label as they tried to make a decision.
From the time they entered the store to putting away their bottles at home, users seemed awkward. They gently lowered wine bottles into metal grocery carts, car trunks and backseats. They struggled carrying bags or boxes home.
insight:
The solution should reflect a casual attitude toward wine.
“...wine used to be hoity-toity, but now everyone can do their own thing.” TRAcey, 31
insight:
Packaging should engage buyers through multiple sensory attributes.
“I like the playful labels. This one looks fun.” jessica, 26
insight:
Transporting needs to be easy and comfortable.
“I normally leave this in the car and let my husband bring it up.” TRAcey, 31
Observing Wine Buyers
concept:
Have you tried this? An app designed to help users browse and find wines recommended by friends. • Users leave virtual tags about their favorite wines in the store’s wine section • The app picks up virtual tags alerting users to a great new wine • Virtual notes include stories about friend’s experiences with the wine: how they discovered it or how much fun they had at that vineyard • User’s could add comments to friend’s notes telling them what they think of the wine. • A social networking application called “My Wine List” where users reference previous interactions and even share their list with other friends
my wine list
Micah says: “You’ve got to try Fat Bastard! I had it last week at Sarah’s and it was great! The name’s a good conversation starter!.”
myRock:
exploring embedded systems and immersive environments
The goal of this project was to explore and understand interactive embedded systems and immersive environments. The WeightWatchers keychain served as a springboard for creating an embedded system and immersive environment to support WeightWatchers members in their efforts outside of in-person meetings and online interactions.
myRock
same time
myRock provides a discreet way to call on a support system in these situations and recieve messages of encouragement in return.
same place
different time
WeightWatchers primary strength is group support to help users achieve their goals. In-person meetings and online interaction provide this support, but there is an opportunity to provide additional support in the moment when it’s needed mostt: out with co-workers eyeing the nachos being passed around or another birthday party at the office with cake and ice cream overflowing.
different place
myRock
touch+gesture: haptic feedback, flexible, fabric context aware: location, previous patterns and behaviors
myRock
myRock
Great Steak & Potato *Steak Philly Slider & side salad = 6 points Sharon says: ask for no sauce on the Philly Cheesesteak, then it’s only 8 points! Allie: Stay strong, chiquita. I have a hard time saying no to sour cream too! myRock
cry for help
Data points • GPS: Approaching Halsted Street Deli • Past history of squeezes at a location • Phone book: history of squeezes around a person • GPS: what’s nearby, healthy alternative • Smart phone access to online nutritional info from Dunkin Donuts to show best options there
myRock
problem zone
good job!
myRock Inference •A pproaching a landmine, opportunity to make a better choice
Action Squeezes back and lights up subtlely. Cell phone prompts User that Whole Foods is just a block away or that the bagel with lite cream cheese at Dunkin Donuts is the healthiest choice there.
myRock
Online record of trouble spots and successes
3:00 pm 1:00 pm
9:05 am
myRock
surprise/startle neutral
density of neural firing
Patterns of stimulation surprise/startle: myRock buzz acts as a reset button when users are faced with a difficult choice. interest/excitement: Online activity map keeps users apprised of their daily, weekly and even yearly progress, both with weight loss and behavior. Users also connect and share with each other offering support and advice.
fear/terror negative
interest/excitement positive
fear/terror: myRock alerts users to approaching “landmines” and reminds them not only of their accomplishments, but of why they wanted to start in the first place (sends past pictures, low points, health risks).
Emotional continua time
The initial message of fear/terror is answered with surprise/startle and enjoyment/joy
Data Visualization
How might we efficiently and effectively make large data sets more compact, easier to scan and manipulate and simpler to understand? We are exploring the use of qualitative analytic methods and principles of information design--visual coding and mapping--to addresses two challenges in the design process: 1. Visualization of large data: how to speed the discovery process involved in analysis; 2. Visualization of key insights: how to use large-scale, visual summaries that provide at-a-glance insight into the consumer’s behavior and mindset.
young w
price. When I did find it at Dicks for the cheapest price, I called my local store to see if they had any in-store deals. Well, they did!!!...” Dana
Data visualization
me
In this study, working women from different stages of life were asked how the internet helped them care for their families. As much of Nordstrom’s merchandise is focused on more high-end women’s apparel, shoes, accessories, home décor and beauty products — or what women generally purchase for themselves — this graphic
we
“me” comes after “we”
Many participants saw shopping for themselves as an enhanced experience to be savored and shopping for others as getting through a checklist.
Participants felt that they were allowed to relax (and browse online) after everyone and everything else was taken care of.
a reprieve for “me”
the “we” checklist
Participants had enough pressure and expectations from every other facet in their lives and online browsing and shopping was a brief escape or reprieve.
For many participants, shopping for others was seen as getting through a checklist.
“we” helps “me” make the right choice
sometimes “we” feels like only “me”
For some participants, online shopping was a very social experience where the women sought out advice or input from friends, family and via reviews from people like them.
Most of the participants felt overwhelmed and chaotic taking care of their families. They were happy to do it, but felt very much on their own.
Even with the convenience and accessibility of online shopping and including family members in the process, most participants were the ones in charge of shopping.
For many participants online shopping was valued as a moment to focus on themselves regardless of who they were shopping for.
For many of these women, shopping for themselves is as much about finding a deal as it is about treating myself
“...When I found the one I really wanted, I ran the product code in many different websites to try to find it for the best price. When I did find it at Dicks for the cheapest price, I called my local store to see if they had any in-store deals. Well, they did!!!...” Dana
Appreciates quick affirmation, confirmation of purchase by sending links or photos to get advice and buy-in from friends and family
For most young wives, shopping for themselves online was about finding the widest and most up to date selection.
“I usually just ask friends and family what they recommend. I love shopping from what my friends and families have experienced. If I go to the internet for something for me it’s prolly because someone I know already has it.” Lauren
“Online is better because you can find much better values versus in store. The selection on the web is vast and spans many seasons...” Maria
Getting the best deal possible is a primary goal, but she validates her decisions with online reviews and research.
A moment alone online was as valuable (if not more so) as what they were buying or browsing for online.
For most users, shopping online for themselves only happened after everyone else was taken care of or occupied.
For most users, shopping online for themselves only happened after everyone else was taken care of or occupied.
A moment alo valuable (if no they were buy for online.
“The first picture is his Nikon camera. We price shopped for this for at least 2 days. Shopping online helped in this situation mostly for the consumer reviews. We didn’t know exactly what we wanted and after reading hundreds of reviews, our decision was much easier.” Dana
“...I have just gotten the baby to bed and I finally have to browse for something I want to buy at my leisure...I am alone, the house is quiet and I feel that I can take my time and be relaxed. I have my baby monitor next to me so I know everyone is being taken care of while I shop.” Karen A.
Many of these women saw it as their job to do the initial legwork online, searching for and researching items, before consulting with their husbands about a purchase.
“I do more research now because of the internet. I look up what I want at several stores, several sites, never did that before the internet. It makes it so much easier. I do it because I don’t like being in stores all day unless I am just browsing to browse. If I know what I want I research it online and then find it at the store. I still like the best deal so whether its in the store or online, that’s what will make my decision.” Lauren
young wives trying to figure it out
The Do It Aller Wife and Mom Mrs. Asbra Commander in Chief Mom Glue Queen Bee
The Do It Aller Wife and Mom Mrs. Asbra Commander in Chief Mom Glue Queen Bee
“me” is in charge of shopping for “we”
“we” shopping can be “me” time
Equal Partner Caregiver Home Organizer Creative Bargain Finder Takeoverwife
looks at what participants did when shopping for themselves versus shopping for others online. This may help Nordstrom learn about how “me” time is spent online and better support women in taking care of their families and themselves.
What happens when participants shop online for their families versus for themselves?
I savor shopping for “me”
experienced. If I go to something for me it’s someone I know alrea
young m
“My husband has little patience for shopping, especially in stores. If I’m shopping online I can show him what is available online and he can tell me whether he wants that particular item or not. He is happy when I can do the legwork and just ask him for approval.” Jennifer B.
husband
For most participants, online shopping is more imbalanced, more for others than themselves, but it gave them more time with their families and more time in general.
Online shopping for their families was about being efficient and practical.
Online shopping was much more pleasant than instore because most users didn’t have to wrangle family.
For most participants, online shopping can be a very solitary experience.
“...I have just gotten the baby to bed and I finally have to browse for something I want to buy at my leisure...I am alone, the house is quiet and I feel that I can take my time and be relaxed. I have my baby monitor next to me so I know everyone is being taken care of while I shop.” Karen A.
Feelings are much more positive when online shopping because my son can sit in his playroom and make a mess while I am able to order birthday presents, new clothes, and more.” Debra
“I bought a lot of stuff from diapers.com when we first brought him home (diapers, pacifiers, linens), and now I just restock as necessary. The benefit is not having to drag a baby to the store!” Karen A.
“...My husband hates to shop on line or in the store...He lets me make decisions for him when it comes to shopping.” Ramona
“My desired shopping experience on the internet begins by having a rare moment of quite time during my day.” Karen E.
“We are able to save a lot of money and time doing this online. It makes me happy that I can spend more time doing the things we want to do versus having to waste half of the day shopping.” Lisa
I shop for a lot of things for Jack on line. His needs are constantly changing and it is easier to search for new or slightly used toys and clothes on line than always going to the store. It is easier to buy clothes and gear and have them sent directly to our house then taking him to multiple stores to get the same things.” Lisa
“My desired shopping experience on the internet begins by having a rare moment of quite time during my day.” Karen E. “Internet shopping vacation” Debra
young moms managing their new families
“Internet shopping vacation” Debra
Happy Jack of all trades Busy Superwoman Queen of the Kitty Litter Family Manager In charge Master
Many participants were hesitant to take a risk shopping for unfamiliar items online and went into it already knowing what exactly what they were looking for.
“Online is perfect when you know exactly what you’re getting. Movie tickets, airline reservations, something that you’ve previously purchased. There’s always a little extra risk or fear with an on-line purchase” Marian
Most users felt good about shopping online because it enabled them to do research and in order to make a smarter purchase.
Asking friends and family’s opinions about potential purchases – especially Nordstrom merchandise – was a big part of the shopping process for many users.
“It empowers me...I feel like I am able to be a smart shopper. Make thoughtful and economical decisions.” Deborah
“I do ask family and friends if they like what I am purchasing. I will usually research and then show or text pictures asking for their opinion.” Wanda
“The benefit for shopping on line for children is you don’t have to drag them with you to the store.” Ramona
kids husband
Online shopping made it easier for users to control their kids’ expectations, wants and needs.
Many participants were the “gatekeepers” for online shopping and purchases for family members, especially children.
“When shopping with [my daughter] instore she is most likely to keep wanting more... This makes me frustrated...I most likely will purchase something additional or other than what we came in for.” Dawn
“Sean does the shopping and then asks for permission to purchase...” Wendy
Online shopping was valued as one stop shopping, but often became many-stop consulting with husband and family.
“...online shopping enables us to work together and include [my son] in the decision process without physically going to a store thereby saving time...” Deborah
For most participants, shopping online meant less time shopping together at the same time.
“I usually send him a picture or link to his office computer or his Blackberry. He is usually in agreement and then I purchase it after I search for the best deal.” Marian
moms with older kids, getting a breather “I feel much more in control while shopping online...I can focus and read customer reviews, look for coupons, and surf the net for the best deals.” Barb
“I often feel like things I ‘need’ I purchase online. I know what I need, where to get it and am probably familiar with the brand...” Dawn
“I will email or send a link to the item on its website as well as email it to myself and have friends and family look at it when they are over at my house.” Deborah “...if I am looking at clothes I get my friends or sister’s opinion.” Mary
Homemaker Mom All in a day’s work Octomom
When Grandmas shopped for themselves, they trusted the opinions of female friends and relatives more than online reviews.
“I will often find things online and save them on my wish list or in my shopping cart. I’ll then show them to my daughter or to my husband to see what they think. I may save several things and then narrow these items down to my favorites after consulting my team.” Cindy
“...online shopping might address those needs and omit the impulse buy in turn saving money...” Deborah
“...shopping in the store...Jason verbalizes many more wants than when he uses the computer. There are less distractions on-line...” Carolyn
“It helps [my son] to be more involved. ...online shopping does give him the opportunity to have a say in the purchase as well as give me insight into his likes and dislikes.” Deborah “He asks for my permission and my Visa number.” Wendy
kids
“I can do some of the legwork on the net and then he can agree or disagree with what I have found.” Deborah “Shopping on-line has decreased the amount on interaction required to shop. My husband sits in his office and spends hours on-line without me.” Carolyn
Most participants appreciated the selection online and not having to go to store after store to find what they wanted.
Shopping online helped users control their spending and stay within budget.
“I frequently buy clothes for my husband online. He is very tall and it is difficult to find his size in most stores. I also buy sports or fitness equipment and sometimes books and dvds for him. I prefer shopping for these items online because I can quickly compare prices without running from store to store.” Cindy
“I love shopping for my little granddaughter in stores but I am less tempted to spend too much money when online. Do not buy those little extras.” Luba
grandmas happy to shop and treat
“When it comes to clothes, I usually ask someone’s opinion. I usually shop with my sister, who is a great judge and will not hold back if something doesn’t look good or can always spot something for me to try on that is a great fit to balance the rest of my wardrobe.” Luba
help
me
husband
family
connect with my team: husband, children, friends, extended family
Happy Jack of all trades Busy Superwoman Queen of the Kitty Litter Family Manager In charge Master
Many participants were hesitant to take a risk shopping for unfamiliar items online and went into it already knowing what exactly what they were looking for.
Most users online beca research an a smarter p
feel like a smart shopper: know I’m getting the best quality for the best deal feel more in control: efficient and organized shopper so I can relax more
“Online is perfect when you know exactly what you’re getting. Movie tickets, airline reservations, something that you’ve previously purchased. There’s always a little extra risk or fear with an on-line purchase” Marian
“It empower to be a sma and econom
moms w
“I often feel like things I ‘need’ I purchase online. I know what I need, where to get it and am probably familiar with the brand...” Dawn
“I feel much shopping on customer re surf the net