Comprehensive Research Interview Guide for E-commerce Platforms at Zalando 🛍️

This article presents an in-depth research interview guide designed to enhance understanding of customer behavior on Zalando and its sub-brand, Zalando Lounge.

1. Introduction and Background 📚

Conducting user research (UXR) requires a well-structured approach and adaptability. The intention behind this interview guide is to provide researchers with a roadmap to uncover key insights about customer engagement on Zalando. By focusing on individual shopping experiences, researchers can identify behavioral patterns that inform business strategies and platform enhancements.

Effective interviews necessitate preparation, but equally crucial is the ability of moderators to remain flexible and responsive to user insights. This balance is key to extracting nuanced information that goes beyond initial questions.

2. Setting Up the Interview Environment 🛠️

Before the session begins, it is vital to establish a comfortable and secure environment:

• Start the Zoom Call: Initiate the virtual meeting promptly to create a professional atmosphere.
• Introduce Yourself: Use a friendly tone to welcome participants, mentioning your role and the purpose of the interview.
• Obtain Consent: Clearly explain data collection procedures and request consent from participants. This includes sending a consent form for completion.
• Recording Procedures: Inform participants about recording and screen-sharing functionalities to capture valuable insights accurately.

3. Structuring the Interview Process 🔍

The interview is structured into three main segments, each addressing different aspects of the shopping experience on Zalando and Zalando Lounge.

3.1. General Online Shopping Behavior (5-10 min) 🛒

Begin with broad questions to understand the participant's general online shopping habits:

• Frequency of browsing and purchases for fashion items.
• Sources of fashion inspiration (both online and offline).
• Monthly spending patterns and budget adherence.

Follow-up inquiries can delve into recent changes in shopping behavior, particularly in light of trends influenced by external factors like the pandemic.

3.2. User Experience with Zalando Lounge (15 min) 💼

Switch focus to Zalando Lounge by asking respondents to share their screen:

• Gather specific details about their discovery of the platform and initial motivations.
• Encourage participants to showcase their recent purchases, explaining the decision-making process behind their orders.
• Explore how often they visit which features or promotions attract them.

Use probing questions to clarify their shopping behavior regarding Zalando Lounge, such as device usage and their approach to product browsing versus focused hunting for specific items.

3.3. User Experience with Zalando (15 min) ⏳

Transition to discussing the main Zalando platform:

• Investigate the latest orders placed and delve into their rationale behind those purchases.
• Inquire about wishlist usage and the way items are prioritized.
• Seek comparative insights on experiences between Zalando and Zalando Lounge regarding selection, pricing, and delivery options.

A comparative analysis can yield insights on user preferences and pain points, helping identify areas for potential improvement.

4. Comparative Analysis Between Zalando and Zalando Lounge 🔗

As the interview nears its conclusion, encourage participants to articulate a comparative analysis between the two platforms by addressing key attributes:

• Brand Range: Evaluate the availability of different brands on both platforms.
• Product Types: Analyze perceptions of style diversity and item categorization.
• User Engagement: Discuss how effectively both platforms keep users informed about their orders and upcoming deals.

Encourage a final reflection on features they wish to merge or eliminate across both services, aiming for a streamlined user experience.

5. Concluding the Interview and Wrapping Up 🔚

As the session concludes, thank participants for their time and openness:

• Check if any follow-up questions arise from the listening team to gather additional clarity.
• Encourage participants to share any last thoughts or insights related to their experiences.

By implementing this structured interview guide, researchers can effectively gather qualitative data, thus generating a deeper understanding of customer preferences that drives strategic decisions at Zalando. Remember that flexibility and active listening throughout the process are essential for obtaining rich, actionable insights.