Brief
- Product
- Local grocery delivery (city-scale, Nigeria)
- Task
- Learn why users abandon carts before checkout
- Output
- Research plan + findings + recommendations (no hi-fi required)
User & problem
Ops sees high browse-to-cart, low checkout completion. Leadership guesses “price” or “delivery fee.” You need evidence before redesigning checkout.
Goals
- Learn
- 5–8 interviews or mixed methods with clear prompts
- Pattern
- Top 3 friction themes with quotes or evidence
- Next step
- 3 design or ops recommendations ranked by impact
Scope
In scope: research plan, screener, script, synthesis (affinity or simple themes), one-pager readout.
Out of scope: shipping a new checkout UI, A/B test build, analytics engineering.
Deliver
- One-page plan (questions, methods, participants)
- Synthesis board or written themes
- Recommendations tied to evidence
- Optional: sketch of one fix (low fidelity only)
Defense
Which finding surprised you, and which “obvious” fix would you not do yet?