How can we enhance personalisation in digital touchpoints to improve the online shopping experience?

To understand consumers' needs for personalised services, our team embarked on a journey to explore how users interact with and integrate various touchpoints throughout their decision-making process, and how personalisation can add significant value. We began by conducting in-depth interviews with a diverse group of young millennials, each offering unique perspectives on online shopping. By examining their daily activities, shopping behaviours both online and offline, and their use of digital apps and tools, we identified key insights into the consumer decision journey. These insights inspired us to envision an interactive design that enhances personalisation across various digital touchpoints. Through comprehensive primary and secondary research, we uncovered ways to address customer challenges and innovate the online shopping experience, ultimately aiming to reshape how consumers engage with personalised digital services. The project delivered a conceptual design for an online service, utilising an AI platform to offer customers a personalised, multi-channel experience.

Collaborative Project - Klarna x DALab 2018

Collaborator: Evi Berberi, Ilona Hurren