My Role

Planning research,

Defining hypothesis,

Conducting semistructured interviews,

Extracting insights,

Defining personas

Type

Research

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Overview

In response to the evolving landscape of digital grocery delivery, We at Cheetay, undertook a strategic initiative to redefine user personas. The overarching objective was to elevate our comprehension of customer needs across diverse departments, thereby gathering invaluable insights through meticulous research that would substantiate the optimization of the grocery delivery experience.

Challenges

The main challenges revolved around a meticulous analysis of existing customer personas, the extraction of insights from secondary research sources, and the formulation of a research hypothesis. Simultaneously, the existing information was scattered across various departments, including sales, marketing, operations, and business intelligence. This fragmentation resulted in a lack of central understanding of who we were serving. This organizational gap emerged as the primary reason for conducting the research.

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While external factors such as the changing market landscape and intricate design challenges also influenced our decision, the pressing need to consolidate scattered information and gain a unified understanding of our user base stood out as the pivotal driving force. This initiative aimed not only to adapt to market shifts but also to holistically align our strategies with a precise understanding of our diverse user demographics.

Process and Exploration

1. Existing Understanding Analysis

Conducted an in-depth investigation into the six existing customer personas across various departments. This effort focused on collecting insights from multiple departments and analyzing gaps to identify areas that require improvement, aligning with Cheetay’s commitment to continuous enhancement.

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2. Secondary Research

Extracted insights from secondary research sources to complement and enrich the understanding of user behaviors and preferences in the grocery delivery domain currently in place in Pakistan.

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3. Research Hypothesis Definition

Articulated clear and focused research hypotheses, basing them on existing personas. This provided a structured framework to guide our investigative pursuits and align them with overarching business objectives.

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4. Diverse Correspondent Recruitment

We organized the recruitment of a diverse group of correspondents, meticulously chosen to represent various demographics and user segments, including factors such as gender, area, average household income, and age. This diversification was based on existing archetypes relevant to the grocery delivery industry. Outreach was conducted through our customer support channels, initiating the recruitment process with surveys to comprehensively understand their preferences and needs.

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5. Semi-Structured Interviews

Conducted 17 in-depth, semi-structured interviews with the assembled correspondents. The main challenge in research was the physical unavailability of participants and high turnover, resulting in participants not showing up. To adapt, we improvised by conducting interviews via phone calls. Deployed a rigorous methodology to record responses and collect granular qualitative data.

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6. Identifying Pain Points

The analysis of responses during interviews revealed not only significant user pain points but also offered vital insights into various aspects requiring improvement within the grocery delivery experience. Beyond pain points, we gained valuable perspectives on users’ financial spending power, the identification of key decision-makers in household settings, average spending power and cash flow considerations, as well as insights into popular items. This multifaceted approach provided a comprehensive understanding of user behaviors and preferences, guiding our efforts for a more nuanced enhancement of the grocery delivery service.

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Defining Detailed User Personas

In undertaking the intricate process of crafting highly detailed user personas, I synthesized the gathered data, identifying not only pain points but also delving into rich details such as demographics, goals, frustrations, preferred brands, payment methods, and financial standing. These personas now stand as representations, encapsulating the diverse needs, preferences, and challenges of users navigating the intricacies of the grocery delivery vertical. Through this meticulous process, we refined our personas from 6 to just 4, ensuring that each persona reflects a comprehensive and detailed understanding of our user base.

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Results

The redefined user personas were a foundation for informed decision-making in the grocery delivery domain. By understanding the nuanced needs of users, the grocery delivery experience was optimized, leading to enhanced user satisfaction and operational efficiency.