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Project Type
UX Research

2 weeks

Solo UX Researcher

Zoom, Google Form, Excel, Miro, Notion, Figma, Adobe Illustrator and Photoshop
Yatsy is a Korean sock brand and they were preparing for the launch of a new product line. I led customer interviews and usability testing on their website to uncover UX research insights around customer needs and to provide recommendations to increase website engagement.

Project Initiation & Definition

About the project
Yatsy wants to better understand their target customers' preferences and needs to ensure their product offerings align with customer expectations. Additionally, Yatsy has observed a decline in website checkout from Instagram page, which is their primary source of customer traffic.
Research Objective
Gain a clear understanding of target customers' needs and address any issues they may encounter during the ‘Instagram-Website’ experience. By doing so, we aim to optimize Yatsy’s product offerings and enhance the overall customer experience.

Target customer
Fashion-conscious consumers in their 20s-30s, primarily female and in the Seoul area.
Research Design
The project had two distinct target areas, so I divided it into two parts.

Part 1. Customer Experience
- Research Question: What are the target customers looking for in purchasing socks?

Part 2. Website Engagement
- Research Question 1: How do target customers interact with the website?
- Research Question 2: How do target customers feel while navigating the website?

Method & Approach


1. Market Research
To get a holistic understanding of the current market, I looked at trend keywords, global socks market trends, customer demands, and S/S fashion trends. I then categorize the collected data thematically on the Excel sheet.

[market research codes on Excel Spreadsheet; coded with different pattern categories]

2. Competitive Analysis
I carried out a competitive analysis of five sock brands, examining their websites, Instagrams, and performance reports. This allowed me to gain insights into their target customers, products, strategies, and competitive advantages. By analyzing their brand strengths, weaknesses, and competitive edge, I scoped out the competition.

Strength/weakness/how-to-win sections were specifically utilized to form interview questions.

[competitive analysis on Excel Spreadsheet]

3. Screening survey
One of the most important aspects of this research project was to recruit target customers. To ensure accuracy, I took a lot of care in developing a Google Forms screener. 

In the first interview, the participant had difficulty recalling specific sock brand experiences. To address this, I included a question about their experiences with our competitors, aiming to gather direct insights on specific brands they have encountered.

[screening survey question on previous experience with competitors; via Google Form]

4. Customer interview (virtual)
Given the limited time available for this research and the explorative objective of the study, I chose customer interviews as the research method.

After screening out people who either lacked interest in new brands or lacked interest in the types of products Yatsy makes, I proceeded to interview 9 participants

[virtual interview screenshot]

5. Usability testing (virtual + in-person)
Following the interviews, I strategically conducted usability tests for the Yatsy website to ensure its alignment with target customers' preferences. This approach enabled participants to easily share their thoughts and needs. It was moderated usability testing with 2 tasks performed by 6 participants.

The task originally involved the classic path from the Instagram page to the final checkout page. However, based on insights from previous interviews that highlighted the importance of brand identity displayed on websites, I added an additional task focused on user interaction with the "about page" of the website.

[in-person usability testing]

6. Mood Board Workshop [Additional]
Since there was a mismatch in brand image intention by the company and interpretation by potential customers, I ran an internal 2 hour workshop with designers via Miro to help strengthen and align the brand identity.

[facilitated mood board workshop with Yatsy designers on Miro]


Impact on Product Development

1. New Mood Board
Created a new brand mood board to guide the team in redeveloping the strategy for website design, model shots, and product shots.
2. Target Customer Outfit Archive
One key insight from the interview was that the target customers have a distinct fashion style and are significantly influenced by model shots when purchasing socks. As a result, we started collecting a range of target customer outfits to better suggest model shots that closely align with their styles and help them visualize how the socks would fit into their daily or favorite outfits.

3. Ensured New Guidance for Product Launches
The team realized the significance and urgency of branding and curation of socks over the design. This led the team to develop a new plan for branding that aligns with our overall theme.

Impact on UXR

1. Prioritization
Working with a new brand, I gained valuable insights into the significance of prioritization. Through ongoing conversations with the team following result delivery, I developed a practical approach to setting up the optimal prioritization framework for the brand. This experience enabled me to deliver strategies that were both effective and aligned with client goal.
2. Utilizing competitive analysis for screening and interview guidelines
This experience served as a catalyst for broadening the scope of my secondary research and literature review practices. It provided me with the opportunity to leverage competitive analysis as a valuable resource for creating screening criteria and interview guidelines, allowing for a more diverse and comprehensive research approach.

© Sejin Hwang