To gain a comprehensive understanding of the reasons that lead users to change their minds about purchasing the course, I conducted exploratory interviews with 31 participants who initially expressed interest but later changed their minds for various reasons.
- Unorganized Information: Critical details influencing the decision to purchase are scattered across Marina's Instagram account, lacking a cohesive structure. This issue was highlighted by 19 participants as a significant obstacle
- Trust Concerns: The absence of legal agreements raises trust issues, impacting the confidence of potential buyers.
- Payment System Challenges: Out of 31 participants, 15 reported unsuccessful attempts to pay for the course despite using multiple cards (all 15 participants were from the EU). Additionally, all participants expressed interest in a fee-free payment system, as bank transfers were the only method available at the time of research.
Potential customers are facing challenges navigating Marina's Instagram page to find essential course information and encountering payment INCONVENIENCES
The client's Instagram account, which served as the primary tool for course sales
Through interviews with 26 attendees at an outdoor masterclass in St.Petersburg, we discovered that only 3 were able to buy a course via Instagram. Others encountered obstacles due to sanctions affecting the functionality of Instagram within Russia.
Buyers from SOME COUNTRIES are currently unable to purchase the courses
I decided to start with user interviews for two main reasons. First, interviewing multiple users helps me identify patterns and common themes in their responses, which can help prioritize issues to address. Second, insights from these interviews can inspire ideas for improving Marina's page and addressing the reasons for user drop-off.
Conducting interviews I used the categories of questions those were divided into 6 categories (2.1): open discovery questions, understanding user activities, etc. Using different categories of questions helps me to cover various aspects of the user's experience comprehensively, from their initial discovery of the course to their specific interactions with the information on Marina's page.
2.1. Selected Questions used for the User Interview