Omnichannel Research
Omnichannel research tracks user behavior to design seamless, consistent experiences across digital, physical, and human touchpoints.
Usability Sciences
May 2, 2025
E-commerce
Omnichannel Research
Omnichannel research tracks user behavior to design seamless, consistent experiences across digital, physical, and human touchpoints.
Usability Sciences
May 2, 2025
E-commerce
A major arts & crafts retailer wanted to know
What are the friction points in our omnichannel experience?
Objectives
Conduct End-to-End research to:
Objectives
Conduct End-to-End research to:
Map primary customer journeys & friction points.
Map primary customer journeys & friction points.
Identify ways to encourage greater engagement with novices.
Identify ways to encourage greater engagement with novices.
Provide insights to convert single channel to omnichannel customers.
Provide insights to convert single channel to omnichannel customers.
Improve the efficiency & effectiveness of the website.
Improve the efficiency & effectiveness of the website.
Research Plan
Research Plan
1
Focus Groups
Understand the customer journey for event planning & crafting.
1
Focus Groups
Understand the customer journey for event planning & crafting.
2
Usability Sessions
Identify friction points on website and app properties.
2
Usability Sessions
Identify friction points on website and app properties.
3
In-Store shopalongs
Understand how devices and in-store signage impact the in-store experience.
3
In-Store shopalongs
Understand how devices and in-store signage impact the in-store experience.
4
Online survey sessions
Understand customer behaviors and preferences.
4
Online survey sessions
Understand customer behaviors and preferences.
The thing that bothers me the most is when you think the store has X number of product, but you get there and then they don’t have it in stock. So now you have to go to another store.
The thing that bothers me the most is when you think the store has X number of product, but you get there and then they don’t have it in stock. So now you have to go to another store.
Key Learnings
Key Learnings
Customers greatly influenced by social media, how to videos and images, which are essential to the inspirational phase of the experience.
Customers greatly influenced by social media, how to videos and images, which are essential to the inspirational phase of the experience.
Operational differences between in store and online teams cause friction points in customer journey.
Operational differences between in store and online teams cause friction points in customer journey.
Buy online/pick up in-store seen as a major advantage over Amazon, but also a point of frustration when inventory is inaccurate.
Buy online/pick up in-store seen as a major advantage over Amazon, but also a point of frustration when inventory is inaccurate.
In-tire app usage negatively impacted by lack of awareness inaccurate information, misconceptions, & wifi weakness.
In-tire app usage negatively impacted by lack of awareness inaccurate information, misconceptions, & wifi weakness.
Results
Researchers uncovered the following opportunities:
Results
Researchers uncovered the following opportunities:
1
Engage Early
Via social media, crafting sites, videos. blogs and highly ranked images.
1
Engage Early
Via social media, crafting sites, videos. blogs and highly ranked images.
2
Align the online & in-store experience
Inventory availability, accuracy and ease of returns.
2
Align the online & in-store experience
Inventory availability, accuracy and ease of returns.
3
Improve UI
Navigation, find-ability of feature, and messaging.
3
Improve UI
Navigation, find-ability of feature, and messaging.
4
Improve in-store experience
Signage, in-store help, price matching messaging, in-sore WIFI and map.
4
Improve in-store experience
Signage, in-store help, price matching messaging, in-sore WIFI and map.
Suggested Industry Reads
Check out other case studies from similar industries to see how others tackled the same challenges.
Suggested Industry Reads
Check out other case studies from similar industries to see how others tackled the same challenges.
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FinTech
Comprehensive Consumer Insights: A Multi-Method Case Study
Multi-phase consumer research to inform marketing and product strategy, combining focus groups, surveys, and IDIs.
E-commerce
Omnichannel Research
Omnichannel research tracks user behavior to design seamless, consistent experiences across digital, physical, and human touchpoints.
Pharma
On Call, On Demand: A Diary Study of Patient-Nurse Connections in a Digital World
Mixed method research, with a primary focus on longitudinal evaluation of value and utility
©2025 Usability Sciences
©2025 Usability Sciences