Case Study | UX Research
Understanding user behaviour related to promotions, to enhance subsidy efficiency on e-commerce platforms
Background
Objectives
Examining the different promotion types that users experience in their purchase journey, and across different purchase journeys like live-stream, browsing and search
Evaluating the impact of different promotions on decision making, such as free shipping, cashback/points vouchers, threshold discounts, and product discounts
This study looks at platform promotions used by live sellers on social commerce platforms (such as TikTok Shop and Shopee) in South-East Asia, and the methods of delivering promotion-related information at every touchpoint of the shoppers’ journey.
Approach
One-on-one in-depth interviews and mock-shopping exercise with screen-recording of the shopping journey, interactions with the promotions, and decision-making process
Outcome
Enhancing subsidy efficiency with our understanding of user experience, and shopping behaviour
Project scope
Methodology
12 in-depth interviews with shop-alongs (show & tell: mock shopping exercise)
Each discussion included components to understand:
Online shopping habits
Perceptions and experience of promotions of different e-commerce platforms
Tracing the consumer journey and navigation of different promotions
Aided deep-dive and shop-along
Sample
Centres: Indonesia and Thailand
Age groups: 18-40 years
Usership:
Mix of low and high average-order-value (AOV) shoppers
Regular users of e-commerce platforms like TikTok Shop and Shopee
Duration
Approx. 2 weeks
#1 | Engagement Drivers
