Background & Goals
While working at the Center for Engagement Science: the joint venture of Adidas and Arizona State University. The research project for optimizing E-Commerce Experience for Adidas on Amazon.com emerged and I quickly became the lead researcher for such project.
The goals for this E-Commerce experience research project is to determine the most optimal product presentations in the given Amazon storefront environment, to help Adidas Digital Content Team to create a set of guidelines for content creation, and to drive up conversion rates.
My Role
I was responsible as the lead researcher for the entire research process. I worked with one supervisor and one additional team member to help with data collection and analysis. My duties include:
Research Design
Web Development
Participant Recruitment
Experiment Conduction
Data Analysis
Report Presentation
Method
During each phase, we focused on various elements of product presentation, such as, product title length, image collections, comparison charts and more.
For each of the elements, we hypothesized an achievable user goal and created alterations accordingly.
In order to test which alteration can achieve the desired engagement/experience. We developed Usability Tasks for the A/B Testings and created a series of tasks for users to perform.
We recruited participants through various channels and recorded their response and biometric data like Eye-movement, Facial Expression, and Galvanic Skin Response.
Then we analyzed the data, compiled results, and presented the findings back to the teams at Adidas for future implementation.
Data Analysis process
Process
Each phases required different approaches, but in general it follows the same process.
I first have a meeting with the Adidas employees and discuss about the scope of the project and what they are interested in further understanding. We come an agreement on what specific products and what types of changes are they interested in.
Then I would work with my supervisor and design the exact research protocol. Quickly develop a protocol and test it among ourselves and see if further modifications are needed.
Example modifications for A/B Testings
When the protocol is finalized. I will move on to create the webpage alterations and polish the survey for final deployment.
Coding process
The survey will then be distributed to participants that fit the demographic. We screen the participants based on factors relevant to the project. i.e. Runners, Females, etc.
Each participant will be randomly presented with the current web pages or one of the modified versions and asked to perform a series of tasks and respond to questions.
Example of Survey questions
Once we have collected enough responses, I will begin the data analysis process with a teammate.
We collected both qualitative and quantitative data. The two types of data require different analytic processes. We would split the work evenly. Once data are analyzed, we will regroup and discuss research findings. We will then begin creating reports and gather all results onto a single document.
And the end we will present the results to Adidas and discuss the suggested approach to the research questions they brought.
Example eye-tracking heat map results
Research Impact
Our research findings have helped the digital activation team at Adidas in contents creation and moderation on Amazon storefront and impacted millions of consumers that interface with Adidas' Amazon store. In addition, our research reports are circulated among Adidas employees for education purpose.
Example result on Cross-category comparison chart
My learnings
I learned a great deal about working with corporate clients, working independently and collaboratively to drive a common goal and deliver results in timely fashion.
Most importantly, I learned the entire process of the research project: from ideation, research design, to perform research, analysing results
Next Steps
Maintain communication with the Adidas Digital Content Team to ensure the research results are being received and implemented properly and receive updates on impacts and potential new research questions.
