I used ethnography to gather qualitative data from different customer interaction channels to see if these methods could help provide more context and define the point in the customer experience where the failure occurred. We were unable to fully understand what was happening based on quantitative data analysis. (UX-Pro): For my capstone, I worked with my employer on a product that was not meeting our expectations for customer satisfaction. I suggested pushing more baking activity into view of the customers baking fresh during high volume periods to fill the air with the pleasant smell of fresh baked goods, using labels that emphasized the hand-crafted products, and providing samples. To deliver these insights to my stakeholders I created customer journey maps and shared interview videos. The actual baking was hidden in the back out of customer view. The bakery did not stimulate their senses and did not motivate impulse purchases.
In contrast, they found the store clean but also sterile, and they had the impression that many items were not made fresh in the store. They reported being drawn to bakeries by the fresh products and pleasant smells. Shoppers emphasized the sensory qualities of their ideal experience and the unplanned nature of their bakery purchases. Based on these methods, I developed the insights contrasting the “best bakery experience ever” that shoppers had experienced with their impressions and experience at the store. I then developed a shopper survey to provide broader quantitative data. I documented the customer journey of shoppers using video. I created a screener to identify useful participants and recruited shoppers for in-store contextual interviews. My stakeholders are unsure where their shoppers have gone, or why? My goal was to determine why sales were falling and develop strategies to revive them. (UX-Pro): My project focused on a small New York bakery where sales have been trending down and profits have been a challenge. My project will impact policies at both local agencies. Special Update: Yung’s capstone project was selected as a “lightning talk” for the Boise State Spring 2020 Undergraduate Research Showcase, view it here. In contrast, the motivation of professionals with flexible schedules remains high, and 75% plan to stay in their current job. Work-day mood maps show the motivation of staff with rigid schedules declines after the lunch hour, and half are looking for new employment opportunities. Besides identifying key features of leave programs desired by employees, I found that greater flexibility leads to higher motivation and higher retention. To generalize, I surveyed 36 additional employees.
My capstone app professional#
Next, I completed in-depth interviews with 12 employees, both professional and classified, as well as the human resource directors at both agencies. I created a grid comparing leave programs at these agencies with 14 additional organizations to get a broader perspective. I identified features of leave programs that were valued by employees, and how the agencies differed in the options they offered. Highlights from recent capstonesįor my capstone, I researched employee leave programs at two state agencies. Students propose, plan, and conduct ethnographic research that delivers actionable insights to stakeholders in a professional, ethical, and timely manner. The User Experience (UX) Research Capstone project presents students with an opportunity to demonstrate their competence through an individual project.
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