Raelin Sawka Musuraca

Personal Work

Uncovering Deep Customer Insights for Digital Ecommerce

Leveraging ethnographic research in stores to dive deep into customer shopping behaviors.

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The Problem

Online clothing retailers have a persistent hurdle—conveying fit and feel online. More than a quarter of this retailer’s customers would prefer to shop only online but hesitantly go to the store to try on items, particularly jeans and bras.

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The Methods

Using ethnographic in-store research to observe and shop along with our customers and deep dive interviews with store associates, the team learned how customers assessed fit and feel in store and then translated those behaviors to the digital experience.

The Solution & Results

  • Improved Jean and Bra Guide features drove increased conversion of online shoppers.

  • Online sales of jeans had increased steadily while bras made double digit leaps in volume.

Raelin Musuraca