Product- E-commerce website
Role- Research Lead
Skills Used- Research Plan Proposal, Discussion Guide, Contextual Inquiry, Interview, Card Sorting, Diary Study, Work Models, Affinity Diagram, Competitive Analysis, Visioning Workshop
1stdibs came up with a new strategy where in addition to targeting individual buyers, they also wanted to target interior designers. Services being considered included special discounts, tools and other useful benefits offered through a program called Trade. I was asked to lead the research efforts to find out about designer’s work process, work environment, motivations, relationships with dealers and clients, and business model. This was the first generative research project at the company and I was given 7 weeks to complete this project. I gave the findings presentation to the product team and the CEO. It was much appreciated.
PLAN RESEARCH- I started with a research proposal to educate the stakeholders about the research processes and get their approval.
I suggested contextual interviews and week long diary studies with local designers and phone interviews with designers in other cities. This would help me understand their work process, their work environment and their perspective on antiques, relationships, business, etc. Interviews with dealers and clients would help me understand their side of the story while dealing with designers.
Card sorting exercises would help me understand a designer’s priorities and motivations.
This would be wrapped up with consolidation, analysis and suggestions using affinity diagram, work models and competitive analysis. I also suggested using online designer communities for follow up questions.
I then made a gantt chart of the timeline for our stakeholders along with a list of the deliverables at various stages and a list of tools needed.
CONDUCT INTERVIEWS- I prepared a discussion guide for the interviews and tried to get a wide range of designers from different geographical locations as well as different organization sizes. Contextual inquiries gave me a good understanding of a designer’s physical environment and how they collaborated with other designers.
FIND INSIGHTS- After finishing the interviews, I consolidated all the data (~1450 data points) using an affinity diagram. I made a quick diagram about a designer’s project flow (confidential and password protected). I then analyzed all the data to distill information and insights about-
- Designer’s Personality – their view on antiques, what they love about their job, etc
- Business Model – organization size, projects, billing models, client relationships
- Workflow – sourcing differences between new items and antiques, time consuming parts, breakdowns
- Finding items – sourcing preferences, authenticity, discount, etc
- Managing items – tools, shipping
- Relationships – preferred channel of communication, building trust, etc
- Competitive Analysis of Trade Programs – channel of communication, target, qualification process, etc
To learn about the insights, please refer to the Findings presentation (Confidential and Password Protected)
FACILITATE VISIONING WORKSHOP- I finished this project by conducting a visioning workshop with stakeholders which included exercises such as walking the wall, hot ideas, and execution plan.