User Research Brief at Zalando: Insights for Effective Product Strategy 🔍

This article delves into the user research brief developed to enhance product strategy and branding at Zalando, focusing on their sub-brand, Zalando Lounge.

1. Introduction to User Research Brief at Zalando 📝

At Zalando, a leading e-commerce platform in Europe, understanding customer behavior is pivotal. The user research brief serves as a foundational document designed to encapsulate critical elements such as background, objectives, methodologies, timelines, and anticipated deliverables. Raluca, the product lead, meticulously crafted this brief to guide the team in uncovering actionable insights into customer activities across Zalando and Zalando Lounge, the latter being a unique shopping club.

2. Background and Framing Questions 🧭

2.1 Purpose of the Research

The primary aim of the research is to gain a comprehensive understanding of customer motivations, behaviors, and experiences while interacting with both Zalando and Zalando Lounge. This inquiry is vital for defining a robust long-term product strategy and optimizing the customer experience across both platforms.

2.2 Involvement of Cross-Functional Teams

For a holistic approach, collaboration across various teams, including marketing, product management, design, and analytics, is imperative. Each team's insights are integrated to develop a well-rounded understanding that informs product development and strategic decisions.

3. Existing Research: Synthesizing Past Knowledge 📚

3.1 Quantitative Insights

Quantitative research plays an important role in understanding customer behavior through surveys, Net Promoter Scores (NPS), and onsite data. Past data is leveraged to identify trends and patterns that reflect user preferences and pain points.

3.2 Qualitative Insights

Qualitative research adds depth through customer interviews. Understanding customer narratives provides context behind purchasing decisions and interactions. Insights derived from qualitative data highlight the motivations, preferences, and concerns that numeric data may not fully capture.

4. Research Goals: Primary Objectives 🎯

Understanding the customers' experiences involves several distinct objectives:

• Analyze the behavior surrounding purchases across both platforms.
• Identify the unique needs and preferences of customers using Zalando versus Zalando Lounge.
• Assess the strengths and weaknesses of the cross-destination customer journey, including aspects such as registration, browsing, and account management.

5. Research Questions: A Deeper Dive ❓

To drive actionable insights, a series of focused research questions were developed:

1. Why do customers choose to register on Zalando Lounge?
2. What motivates frequent visits to Zalando Lounge?
3. What aspects do customers appreciate or dislike about both destinations?
4. How do browsing and purchasing behaviors differ between the two platforms?
5. Are there identifiable frustrations that could hinder future purchases on either platform?

6. Hypotheses: Formulating Assumptions 🤔

Several hypotheses were established based on qualitative and quantitative observations:

• Customers may engage with both platforms due to diverse fashion preferences and budget considerations that neither platform can satisfy alone.
• Distinct patterns between ‘Zalando Lounge first’ and ‘Zalando first’ users suggest varying needs that warrant exploration.

7. Research Approach: Methodologies and Tools 🔬

7.1 Research Methodology

The research plan involves a mixed-method approach combining qualitative interviews and quantitative surveys, ensuring a comprehensive understanding of user experiences.

7.2 Tools and Markets

Drawing from experiences and behavioral data, the research targets specific markets such as Germany, France, and the UK to gather insights reflective of distinct consumer behaviors across different regions.

8. Sample Selection: A Diverse Customer Base 👥

Segmenting customers into distinct groups allows for tailored insights. This involves:

• Customers utilizing both platforms.
• Those exclusively engaging with either Zalando or Zalando Lounge.

The research strives to ensure a representative sample that reflects various customer behaviors and motivations.

9. Timelines: Planning for Success ⏳

Establishing clear timelines is crucial for guiding research progress. Regular checkpoints ensure that objectives are met in a timely manner without compromising the quality of insights gathered.

10. Conclusion: Building a Better Experience 🌟

The insights gained from this user research brief are essential in shaping Zalando's product strategy and enhancing the customer experience across its platforms. By integrating feedback from diverse customer segments, Zalando can optimize its offerings to meet varied consumer needs, ultimately driving engagement and satisfaction in an increasingly competitive e-commerce landscape.

This thorough exploration of user research emphasizes the value of understanding customer behavior to inspire actionable strategies that elevate brand positioning and customer loyalty.