We carried on with research by analyzing general customer feedback surveys, provided by Mahabaa, and used to measure customer satisfaction, suggestions, complaints and so on. There were a little over 200 responses to these surveys in which we had to analyze and spot any patterns for major issues, likes and dislikes. Here are the key insights:
The survey results provided by Mahabaa primarily focus on customer satisfaction with the current website. However, what was truly needed was an understanding of who the actual users of a site like Mahabaa would be. It was essential to explore the psychology of the users, particularly regarding their behaviors and attitudes. For example, our team members were curious about the reasons behind gift-giving, the motivations involved, preferred methods of giving, and the reasons some people may choose not to buy gifts at all. This type of research can significantly influence the overall design and direction of the project.
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From the affinity map, two main components of the project were identified. The first is the user archetype, which is broader than a persona. While personas focus on specific people, archetypes represent wider traits that apply to various groups. An archetype was chosen because gift-giving is a universal experience, not restricted to any one demographic. However, if Mahabaa associates express a preference for certain types of gifts, the user type can be adjusted accordingly.
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Our gift-giving boss just received a promotion and wants to buy a meaningful gift for the occasion, but she isn't quite sure what she likes.
Our gift giver sister’s graduation is in a week, and she wants to find a special gift with personal touches.
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