Problem Statement
How might we create a seamless omni-channel experience for American Eagle Outfitters?
Research
Methods
Qualitative Interviews
Thirteen in-depth interviews with American Eagle and Aerie customers and associates.
Think Alouds
Six online think alouds to understand customers’ thought processes during online shopping.
Shop Alongs
Three in-store shop alongs to observe shoppers' behavior in context.
Surveys
Responses from over 236 indviduals, giving us insight into broader shopping trends and opinions.
Literature Review
Brushing up on shopping through over 120 articles to familiarize ourselves with our problem space and innovative retail trends.
Competitive Analysis
Evaluating over 50 of AEO’s competitors and analogous domains.
Affinity Diagramming
Aggregating and synthesizing over 1,000 interview, shop along, and think aloud notes to reveal common themes.
Stakeholder Mapping
Mapping AEO’s stakeholders, their relationships to each other, and value flow, to identify areas of opportunity.
Omni-Channel Customer Journey Map
Combining in-store and online customer journeys to uncover points of intersection, key interactions, motivations, and breakdowns.
Personas
Creating 5 user personas representing customers and associates to relate to throughout the design process.
Empathy Map
Delving into what users think, do, say, and feel throughout the shopping process to better empathize with our target audience.
Speed Dating
Testing 18+ ideas with members of our target audience to validate needs identified through our research.