Challenge
Client’s challenge: Geo-expansion in EMEA or CEE New business/digital product on the Polish market Adapting the global version of the client's digital products to the Polish market
Solution
Desk Research Analyzing all available knowledge on the client’s business environment and market. Tasks Research on e-commerce preferences of Polish users on the particular market Analysis of all the materials provided by the client (customers’ segments, analytics data) Competitors analysis UX & Cultural Audit Our goal was finding issues with cultural appropriateness of the layout and language and its support for business goals through design, content and flow. Results Ranked list of issues in all areas (cultural aspects of layout, support business goals, UX design, language, etc.) Hypotheses to be tested during interviews phase Identification of selected user flows and touchpoints to be tested with users during IDIs Recommendations for further research, for example, A/B testing In-depth Interviews Deeper dive into the knowledge about the individual conditions of using the client’s products by Polish users. Results Identification of social and cultural patterns connected with products specific for Polish users Identification of drivers to discover & purchase products Verification of the level of fulfillment of users’ needs, motivations, and expectations in various segments in a cultural context Recommendations for changes in layout, language, and offer presentation according to Polish users’ needs
Results
UX Research benefits: - deepened understanding of motivations, desires, needs, dispositions, and expectations of Polish customers - recognized challenges for the Polish version of the client's digital product - identified factors restraining Polish customers from discovering, trying and purchasing client's products and/or services on the current (non-adapted) version of the client's digital touchpoints - UX & UI recommendations for the Polish version of the client's digital touchpoints
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