UX shadowing

The shadowing method makes it possible to observe the user or customer in a real-life purchasing context.

This method can be used in a point of sale (retail shop, museum ticket office, ski pass …) or any public space! (tourist office, airport…).

It makes it possible to understand different points:

• The customer’s experience of the brand
• The friction points of the physical experience
• The relationship between the physical and the digital (competitors? complementary?)
• Find ideas for improvement for a better omnichannel experience
• Give your store managers a voice in your digital strategy

UX shadowing also allows you to verify that your digital persona matches (or not!) your physical persona.

The UX Kaliop agency implements a 6-step methodology to conduct a shadowing technique in your points of sale:

1. Define together the questionnaire to be carried out during the store visit.
2. Define the store(s) to be visited, in agreement with the retail management and store managers.
3. Define the best possible schedule to maximize the number of observations and interviews possible
4. On D-Day, the UX team travels to the point of sale for a few hours to observe customer behaviour in the store.
5. The UX team will also conduct interviews with some volunteer customers, and with the store manager.
6. We record the interviews, which are transcribed to you with a list of recommendations to implement in your digital strategy.

We also like to reach out to your store managers who often have a different approach to their local customers, with interesting ideas to take back to the digital level.