Uncovering motivations of donors and shoppers in the thrift retail space.

Challenge

Our client, a large thrift store chain, noticed an increase in thrift store options and online resale marketplaces, and wanted to understand the risks of bourgeoning competitors.

We sought to gain insight into the motivations and decision making processes that their Shoppers and Donors experience when determining where to shop / donate. They needed guidance in identifying meaningful ways to improve the customer experience, align on a shared vision as a company, and increase engagement among Shoppers and Donors.

Team & My Role

This team consisted of three design researchers; one lead, one senior and one junior member. I was the senior design researcher, owning the research work. We also collaborated with a visual designer to create the final journey map deliverables.

Process

Fieldwork

22 Shopper Tag Alongs

18 Donor Intercepts

9 Guided Storytelling Sessions

We conducted research alongside customers in-store for the extent of their shopping trip, and intercepted Donors immediately after their donation.

In Guided Storytelling sessions, each participant walked through recent memorable shopping and/or donating experiences. This illuminated key contextual information about their experiences and allowed us to dive deep into their motivations, emotions, and needs.

Synthesis

We illuminated common behaviors by mapping each subsequent step of each participant’s journey, side-by-side.

We clustered observations to uncover need statements, and clustered unmet needs to define insights and areas of opportunity.

We made converged common behaviors, attitudes, unmet needs, and insights into journey map frameworks.

Outcomes

Shopper & Donor Journeys

We mapped the Shopper and Donor journeys, highlighting pain points and opportunity areas. These journey map artifacts provided our client with a comprehensive view into the experiences of shopping and donating that they could share across their organization.

Insights, Guiding Principles, & Opportunities

We crafted and aligned with our client on insights, guiding principles, and opportunities. This enabled them to coalesce around a unified approach to improving the customer experience.

Example Insights:

  • Shoppers come for the escape

  • A clear mission attracts donations

  • Donors center their role in the thrift store’s success

Example Guiding Principles:

  • Protect the valuable experience you’ve created

  • Get specific with the mission

  • Center on Donor Generosity

Example Opportunities:

  • Web promo opportunities for shoppers who come from/to another thrift store

  • Keep the layout consistent between stores

  • A QR code at the point of donation that links to “Who are your donations helping this week?