Problem: CVS wanted to find out how their customers were currently using their online tools because they had very little quantitative data on them. The low amount of data resulted in a lack of insights into which tools were being utilized and why.
Process: 5 focus groups were conducted with members of the target market. Each group shared the benefits of refilling their prescription at CVS and discussed their current process for doing so and the experiences with the new CVS website. Participants were then asked to select their top three favorite marketing messages, their favorite logo tagline, and the creative piece which most resonated with them in terms of promoting the CVS website. They then discussed ways to improve the communications associated with the CVS website.
Results: A list of recommendations and enhancements were presented to CVS. The pharmacy chain used this information to inform their marketing efforts to encourage customers to use their website to order medication refills.
What I did: Designed the interview protocol and conducted all 5 focus group sessions. Analyzed and presented the data to CVS. Created a customer journey map detailing the process each market segment went through in refilling their prescriptions.
Problem: North Face had contracted a redesign of their website and wanted to know what their customers thought of the new designs, as they were unsure about the new direction. They also wanted to gather customers' qualitative perception of the North Face brand.
Process: 6 focus groups were conducted in Chicago, San Francisco, and New York City. Participants discussed their outdoor lifestyle and shopping habits. They also provided feedback on the website redesign. They also discussed their perceptions of the North Face brand.
Results: North Face did not anticipate the unfavorable views of the designs. After participating in several discussions about alternatives, North Face decided to go back to the drawing board and get a new content management system which would allow for more recommendations to be executed.
What I did: Designed the interview protocol and conducted all 6 focus group sessions with 48 different participants. Analyzed and presented the data to North Face and participated in discussions about design alternatives.
Develop qualitative understanding of what existing and potential customers want from the TheNorthFace.com website Probe users for detailed individual and group feedback Understand and identify features of highest value and gather input from users on any additional features or changes that would improve the experience Gain conceptual feedback from target audiences on new concepts for TheNorthFace.com