IN STORE ETHNOGRAPHY RESEARCH July 2017 | Test Plan Prepared by Ola Micek | User Experience Research Intern Jerry Q. Sinocruz | Sr. User Experience Researcher Bryan Kern | Sr. User Experience Researcher Akshay Shriniwar | UX Manager Igor Cherny | Vice President
ABOUT THE STUDY Method • Ethnography & Interviews • Estimated Study Launch: July 24 • Estimated Report Delivery: August 14 Team • PM: All • UX Manager: Akshay Shriniwar User Profiles • In Store Associates & Home Depot Store Managers in Bay Area stores. Objectives • Learn about Associates and Customers In-Store journey of generating PR lead • Learn about the process how, when, and where the PR lead generation is happening in the store. • Why is the PR lead generation process effective or not? • Understand opportunities non-specialist associates have to engage customer
Primary Research Questions: • Critical Areas: Which parts of the store are consumerfacing and PR-facing? In which parts are many PR leads generated, by Whom and Why? • Associates Journey of Generating PR leads: How does the Associates journey look during, before, and after submitting the Pro Referral lead for the customer? When, Where, and How does it happen? What differentiates Associates who generate more leads and ones who don’t? • Emotive aspect: What are thoughts and feelings customers have throughout the journey? How does it make customer feel? • Device Use: What tools & devices do Associates use during the journey of generating PR lead? Where are those located? Are there any pain points? • Micro-Moments: When and Where in the experience can we provide information to better frame the decision process of submitting the Pro Referral Lead for both Associate and Customer? Measures • Qualitative identification of Customer’s in store journey of submitting the Pro Referral Lead: testing in 3 stores for 5 Pro Desk Reporting Tool Prototype:: 3 days (avoiding hours 10am-2pm)
HIGH LEVEL TASKS What UXR did:
•
Interviews
•
Ethnography Observation
•
Follow-up
•
Interview Store Manager to find out who in store generates the most leads and where it happens. Interview Associates who generate the most leads to gather baseline understanding of their process of submitting Pro Referral lead for the customer. Interview other Associates to find out at which areas Customers ask about Pro recommendations the most and in which ways those Associates assist them.
•
Observe areas pointed by Store Manager where PR Leads are being generated Observe other areas which are customer-facing and ProReferral-service-centered. Act as a customer and observe interaction with Associates (only if Store Manager approves the plan) Observe Customers journey of their in-store visit: interacting with products, Associates, signage, purchasing.
•
Follow-up questions with store manager/ associates.
Understand Associate’s journey of PR lead generation Gather understanding Which parts of the store are consumer- facing and PRfacing
•
Gather patterns for physical movement of Associates in store with emphasis on PR lead generation Learn about customers journey via associates journey
•
Gather more information about identified points of interest from the observation
•
•
Why?
• •
•
•
•
•
Pro Desk Reporting Tool Prototype:: 4
Execution Plan Questions to Stakeholders during presentation:
• • • • •
Which stores do you recommend me to conduct research in? Should I conduct first dry-run in San Mateo store? Are there some constraints of me acting as a customer while interacting with an Associate? I decided to not interview customers due to legal constraints. Am I correct? Focus on associates journey of generating the lead and by proxy talk about customers journey
Materials needed:
• • •
Store Blueprints Audio recording device (my phone) Camera (my phone)
Average Time Spend in Store:
• • • • •
Interview Manager: 20 minutes Act as a Customer (optional): 5 minutes Interview Associate: 10 minutes Observe Critical Areas: 1 hour Follow-up: 10 minutes
•
Total: 1:45 hours
Scenarios for talking with Associates:
• •
Plan A: Act as a customer & Interview Associate Plan B: Interview Associate
Types of associates I will be talking to:
• • •
One that generates the most leads One that generates 1-3 leads per month One that doesn’t generate any leads
Pro Desk Reporting Tool Prototype:: 5
Planned Tasks
What will users do?
TASKS Task
Resource
Prompt / Task
Introduction
•
Pre task
• •
Tasks: Store Manager
1
Introduction: “My name is Ola, I am a UX Research intern at Techshed, I was assigned to conduct research in-store and my goal is to find out when, where, and how Pro Referral leads are being generated at this store. The interview will take approximately 20 minutes.” Get to know the participant: Could you please tell me about yourself? Recording permission: Do you mind if I will record the audio so I can come back to your responses if I miss something in my notes?
Ask the Store manager: • Please show me (on the blueprint) where in this store are associates located and how many of them are in each department. • Which departments are PR-facing as well as Consumerfacing in this Home Depot location? (no HS-facing nor Pro-facing) Please show it on Blueprints of the store. • Where in the store, are PR leads generated? Please show it on Blueprints of the store. • Where in store (up to your knowledge) are customers asking for DIFM (do it for me) recommendation? • How many new Associates were hired recently? Where are those in store so I can be aware?
Research Question •
•
•
Critical Areas: Which parts of the store are consumer- facing and PR-facing? In which parts are many PR leads generated, by Whom and Why? Associates Journey of Generating PR leads: How looks the journey of Associates during, before, and after submitting the Pro Referral lead for the customer? When, Where, and How does it happen? Device Use: What tools & devices do Associates use during the journey of generating PR lead? Where are those located? Are there any pain points?
Pro Desk Reporting Tool Prototype:: 7
TASKS Task
2
Resource
Prompt / Task
Research Question
Interview: Store Manager
Interview the Store manager: • How many Pro Referral leads, on average, are generated at this Home Depot location? • Which Pro Referral service leads are typically generated? • What position (who) generates the most Pro Referral leads in this store? • Which Associate generates no PR leads in the store? • Which Associate generates 3-5 PR leads per month in the store? • Does this store have eSignature for submitting a PR lead? • Ask if I can act as a customer when interacting with Associates: My plan is to first act as a customer and after that, before submitting the lead, to introduce myself: I’m from Techshed, doing research, is this ok? • Plan B: (If won’t agree) Can I interview associates? • Ask if I can record audio while talking to associates and if it’s ok to take pictures in the store.
•
•
•
Critical Areas: Which parts of the store are consumer- facing and PR-facing? In which parts are many PR leads generated, by Whom and Why? Emotive aspect: What are thoughts and feeling customers have throughout the journey? How does it make customer feel? Device Use: What tools & devices do Associates use during the journey of generating PR lead? Where are those located? Are there any pain points?
Pro Desk Reporting Tool Prototype:: 8
TASKS Task
3
Resource
Prompt / Task
Research Question
Optional, only if Store Manager Agreed: Act as a customer
Act as a customer and observe interaction with Associates: • UXR will act as a customer about to buy a fan and will need it installed, talk to the nearest associate to ask them about a Pro recommendation. The scenario will be adjusted to the location where the most leads get generated and where customers ask the most about pro recommendation. • Observe interaction with associate: how do they make customer feel? Do they seem confident in what they are doing? Do they help with submitting the lead and in what way are they doing it? Do they need to move somewhere else/ get access to a device? How much time does the process take up to the lead submission? • Ask the associate to stop right before lead submission and explain that this process was only for the research purposes.
•
•
•
Associates Journey of Generating PR leads: How looks the journey of Associates during, before, and after submitting the Pro Referral lead for the customer? When, Where, and How does it happen? Emotive aspect: What are thoughts and feeling customers have throughout the journey? How does it make customer feel? Device Use: What tools & devices do Associates use during the journey of generating PR lead? Where are those located? Are there any pain points?
Pro Desk Reporting Tool Prototype:: 9
TASKS Task
Resource
Prompt / Task
Introduction
• •
Pre task
•
Interview: Associates
4
Introduction: My name is Ola, I work at ProReferral, my goal is to learn about PR lead generation at the store. Get to know the participant: How long have you worked at Home Depot? Please describe your day-to-day here? Recording permission: Do you mind if I will record the audio so I can come back to your responses if I miss something in my notes? The interview shouldn’t take more than 10 minutes.
Interview 3 associates: • What parts of the store are you responsible for? And what parts of the store do you visit for some reasons on your day-to-day basis? • Please show me where is the nearest point/ device where you have access to Service Connect. • Please tell me/ show me how you help customers generate a Pro Referral lead? • Please tell me about the last three times when a customer asked you for DIFM recommendation. Please walk me through it: what did you do, what was customers response, etc. • Are there any other places in store where the customer can find information about Pro Referral? • When do you go to your supervisor? In what situations?
Research Question •
•
•
•
Critical Areas: Which parts of the store are consumer- facing and PR-facing? In which parts are many PR leads generated, by Whom and Why? Associates Journey of Generating PR leads: How looks the journey of Associates during, before, and after submitting the Pro Referral lead for the customer? When, Where, and How does it happen? Emotive aspect: What are thoughts and feeling customers have throughout the journey? How does it make customer feel? Device Use: What tools & devices do Associates use during the journey of generating PR lead? Where are those located? Are there any pain points?
Pro Desk Reporting Tool Prototype:: 10
TASKS Task
5
Resource
Prompt / Task
Research Question
Ethnography
Observe areas pointed by Store Manager during the interview as well as other areas which are consumer-facing (not pro-facing) and PR-facing (not HS-facing) Observe, Listen, and Document: record voices and take pictures (without customers): • Associate path of PR lead generation • Consumer-facing and PR-facing areas • Associate and Customer interactions • Interactions with Agents other than Customer & Associate • Conversation content between agents • Interaction with devices & (if possible) content on devices • Shortages, Overages, & friction points translating to identification of micro-moments • Anticipated/observed customer behaviors around Pro Referral lead generation in-store • Map out where leads are generated, where customers are asking for DIFM recommendation and where are devices with Service Connect access
•
•
•
•
Critical Areas: Which parts of the store are consumer- facing and PR-facing? In which parts are many PR leads generated, by Whom and Why? Associates Journey of Generating PR leads: How looks the journey of Associates during, before, and after submitting the Pro Referral lead for the customer? When, Where, and How does it happen? Emotive aspect: What are thoughts and feeling customers have throughout the journey? How does it make customer feel? Device Use: What tools & devices do Associates use during the journey of generating PR lead? Where are those located? Are there any pain points?
Pro Desk Reporting Tool Prototype:: 11
TASKS Task
6
Resource
Prompt / Task
Research Question
Follow-up questions with associates and Store Manager
Ask Associates and Store Managers questions about identified points of interest from the observation • What opportunities to generate a lead in store can you imagine? • I mapped out areas we talked about on this blueprint. Would you agree to that or would you make some changes? • I mapped journey an Associate goes through while generating the lead. Would you agree to that or would you make some changes? • In a perfect world, how would you promote generating leads?
•
•
•
Critical Areas: Which parts of the store are consumer- facing and PR-facing? In which parts are many PR leads generated, by Whom and Why? Associates Journey of Generating PR leads: How looks the journey of Associates during, before, and after submitting the Pro Referral lead for the customer? When, Where, and How does it happen? Micro-Moments: When and Where in the experience can we provide information to better frame the decision process of submitting the Pro Referral Lead for both Associate and Customer?
Pro Desk Reporting Tool Prototype:: 12