From the course: UX Research: Mobile Diary Studies
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Mapping a customer's journey
From the course: UX Research: Mobile Diary Studies
Mapping a customer's journey
- Mobile diary studies are one of the most effective ways I know to track a customer's journey before, during, and after the buying process. In this video, I want to show you one way to structure your diary study to ask questions about a specific point in the customer's buying journey. Let's talk through a real example. I recently conducted a study to find out what factors were most important when consumers purchased dog food in a pet store. I used a tool called HubUX that allows you to collect videos inside of surveys. I asked a series of open-ended survey questions and participants were able to answer them by pulling out their phones and describing in a selfie video what they were doing. First, we screened participants to make sure we were getting an articulate group that could easily express themselves and their shopping experiences. We asked them to tell us about their fur babies. - And so here is my dog. She is…
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