Step 4: Research - User Surveys
I shared my findings with the shop owner and she agreed that her online store could fare better with a more conventional approach to the menu. We decided to send out a survey to her customers to get their input on things like how they would like to see the store organized, what items they prefer to buy, and the age and gender of the children they typically shop for. With over 40 responses, we had 2 key takeaways:
The majority of her customers (39%) preferred to shop by gender as the primary category. Based on other children’s stores I had looked at, I had hypothesized that age would be the first thing that customers would look for. Though this was a small surprise, it was crucial to understanding how to better organize the store for her client’s needs.
Close to a third of her customers shopped for gender neutral clothing for their children. This finding led to us creating a third primary menu category.
