User Research Project
Researching Online Shopping Behaviour
Online Shopping Store: MANGO
This user research project consisted in conducting in-depth interviews with users to learn about their online shopping experiences, habits and main motivations. Based on the main insights from the user research, it was possible to suggest multiple design solutions to address the proposed challenge and improve online shopping experience.
(This project is a case study conducted as part of a UX-UI course)
Project Overview
- My role: UX/UI designer
- Project duration: 15 days
- Methodology: Analysis, User Interviews
- Tools: FigJam, Zoom
Challenge
The MANGO online shopping store is facing a higher user drop-off rate, as a portion of users add items to the shopping cart and abandon it without finalising the purchase. The brand seeks to understand the causes behind the shopping cart drop-off.
Project Goal
Identify the reasons behind the higher user drop-off rate from the MANGO shopping cart and propose design solutions to reduce it.
BACKGROUND
MANGO is one of the biggest clothing brands in Spain. Well-known across the world, MANGO stands out as a good-quality and affordable brand.
Like many others, it is not immune to fast-fashion drawbacks; however, what its customers value most is its emphasis on natural materials, variety of styles, and lower cost.
User Research
Goal: UNDERSTAND WHY USERS ABANDON THE SHOPPING CART AND DECIDE NOT TO COMPLETE THE PURCHASE.
To achieve this objective, we need to understand MANGO users and their shopping behaviour, including their motivations and the main aspects they value in the shopping process.
The research focused on understanding the user journey and exploring the key pain points and frustrations users face during the shopping process, as well as identifying the exact moment they decide to leave the online store without finalising the purchase.
Moreover, it was essential to understand what motivates the user, what is important for them and they value when browsing and purchasing clothing online.
User Interviews
Qualitative research in the form of interviews with a relevant sample of users was conducted.
Participant Selection Criteria: The primary condition for user selection was that participants had visited and navigated through MANGO’s online store at least once.
Participants
👥 6 female participants, aged 25–45
👥 All had previously interacted with MANGO’s online store
👥 Recruited through personal and professional networks
Objectives
✅ Learn about user experiences and expectations when shopping online
✅ Understand user motivations when adding items to a cart
✅ Identify common friction points in the shopping experience
Starting Hypothesis
- OVERLY COMPLEX REGISTRATION: An extensive registration process involving too many steps contributes to a high drop-off rate.
- BROWSING WITHOUT PURCHASE INTENT: Users often visit the online store with no intention of making a purchase.
- MISUSE OF THE SHOPPING CART: The shopping cart is frequently used in ways unrelated to its core purpose (e.g., as a Wishlist), rather than facilitating purchases.
- UNEXPECTED CHECKOUT COST: Additional fees (e.g., shipping, taxes) revealed at checkout lead to a higher drop-off rate.
- TRUST ISSUES: Lack of transparency and unclear product or policy information generate mistrust or insecurity, further increasing abandonment.
Methods
🔍 1-on-1 structured interviews via Zoom (30-45 minutes each)
🔍 Mapping in FigJam to analyze behaviors and outline insights
🔍 User persona synthesis to represent key user archetypes
Main User Research Findings
Shopping Cart is Misused
Users treat the cart like a wishlist or bookmarking tool—not just a place for ready-to-buy items.
Immersive Online Shopping
Users crave an online shopping experience that closely mirrors real-life interactions.
Transparency is Highly Valued
Users value transparent product information, and customer support when buying items online.
User Personas: Main Characteristics
Key User Insights
The shopping cart has multiple functionalities and uses (Wishlist, cost overview, comparison tool) that go beyond its functionality as an online shopping tool.
Key Insight
Users like to have near real-life experience while safely browsing from their sofa.
Insight
Our users like to get what they need quickly and with no interruptions.
Insight
Transparency and realistic product representation is important for the users to trust a brand.
Common Pain Points, Insights & Design Solutions
Unclear product and shopping information
Solution: transparent information about the products and the shipping times.
Incorrect product availability details
Solution: highlighting that the product is out of stock and they can save it for later
Lack of shipping cost transparency
Solution: Include transparent information about the shipping costs
Key Insight
🔍 User research has revealed that there are different uses of the shopping cart because not every user visits the online store with a clear intent to make a purchase. Some users use it as a comparison tool or a wishlist.
🔍 THE SHOPPING CART IS SOMETIMES USED AS A WISHLIST
✅ Solution: Differentiate “Add to cart” CTA button from the “Wishlist”.
✅ Solution: Enable the “Save to Wishlist” option for both, registered and unregistered users.
This way, the users will be saving the items to the Wishlist, which will reduce the misuse of the shopping cart. Reduced misuse of the shopping cart will have a positive impact on the abandon rate.
However, in the case of Mango, this solution helps the users with registered accounts but won’t assist unregistered users under the current setup. Currently, the option to aggregate items to the Wishlist is only available for the registered users.
H&M solves this issue enabling the users that are not registered to save items as favorites. This way, the user does not have to rely on the shopping cart to save items, which can reduce the drop off rate.
Key Learnings
Features Ensuring a Good Online Shopping Experience
- CUSTOMER REVIEWS supporting different clothing items make the users feel safer when making a decision on making a purchase.
- USEFUL, STRAIGHTFORWARD PRODUCT DESCRIPTIONS to satisfy user needs and offer all the necessary information, and this way create more real-life kind of shopping experience.
- WELL ORGANISED PRODUCT CATALOGUE & FUNCTIONAL FILTERS streamline the browsing process, making it easy for the users to find what they need.
- DETAILED SIZE GUIDELINES AND SIMULATORS are very helpful in supporting the users when making decision on purchasing items online. These tools ensure a more interactive shopping experience, increase conversions, and reduce return rates.
- REALISTIC PHOTOS (accurate colour representation, diverse, relatable models) bring the online shopping experience more closer to reality by providing customers with a clearer and more accurate representation of products.
- LIVE CHAT SUPPORT for real-time assistance brings online shopping closer to real-life experience and increases trust.
- FABRIC CARE INSTRUCTIONS set the brand as knowledgable and caring about quality and how to preserve the items.
- NON MANDATORY ACCOUNT CREATION (ability to purchase or save items as favourites without registration).
- FAST-LOADING SITE with a quick, secure checkout process.
- IN-HOUSE SECOND-HAND MARKETPLACE to enable the users resell second hand clothing items they purchased from your brand. This way attract the users that are environmentally friendly and support circular economy.
Project Reflection
The project reinforced the importance of listening deeply to users to really understand the why behind their behaviors. What may look like indecision or drop-off can actually be a sign of strategic shopping.
Next Steps
👋 Collaborate with designers to incorporate the proposed design solutions and build high-fidelity prototypes
👋 Conduct usability testing to assess and validate the proposed solutions and user interactions.
👋 Benchmark & analyze business impact using the established conversion metrics
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