Overview

Time: 2016.03

With the dramatic development of the Internet e-commerce, it is quite possible for people to buy goods made in other countries online without leaving home. The group, that is called ”Hai Tao Gens”, emerges under this background.
Currently, the proportion of “Hai Tao” users are not high in all registered users of No.1 Shop, an Internet e-commerce that mainly sells food and daily necessities, and the benefits of import business is undesirable. For the reason that the company want to get some knowledge of people’s behavioral and psychological features of this group so as to expand business, we conduct this research.

Team Role

Role: User Research and Analysis

Method: Cluster Analysis，User interview

What I did:
Establishing key audiences
Designing research process
Conducting user interview
Building personas
Building journey map
Creating report

Personas

By analyzing interviews of six people, who had experience of online shopping overseas, we build two kind of personas to describe these people. One is “Single White-collar” and the other is “New Hot Mom”.