First ThoughtStage 01 / 09BRIEF
Brief & Context Shelf
Write the problem statement and shelve the evidence.
Problem statement
Edit the problem statement before you start.
A customer, in her words.
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Context shelf
Sealed until the vault closes- Research ops, 1,204 shoppers
Search vocabulary study, Q3
Shoppers typed a category word and described a feeling when asked what they meant. Two-thirds of sessions came from a phone held one-handed.
- Research ops
Search vocabulary finding
Customers do not have the vocabulary to describe what they want. They type sofa and mean a feeling. Two thirds of them are squinting at a phone.
- Lab session 12, screenshot
Usability lab still: the sofa hunt
A shopper scrolls 94 results, opens none, and says out loud that she will know it when she sees it.
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