Submission

Yuki

Status: finished

Submission summary

Detail-oriented shopper repeatedly tripped up by ambiguous product information and UX inconsistencies.

Engagement arc: Confusion early, settling into measured interest as she discusses her own coping strategies.

Signal arc

Click a question to jump

Q1
interest
9 cues
Q2
interest
5 cues
Q3
confusion
7 cues
Q4
confusion
6 cues
Q5
hesitation
5 cues

Q1

Walk me through the last time you made a major purchase online — what stood out about the experience?

No recording.

Signals timeline

confusionhesitationinterest
Transcript

I bought a desk chair. The page was, um, kind of confusing — there were three versions and I wasn't sure which was the one in the photos. I picked the middle one and hoped.

Gist

Ambiguous product variants forced a guess.

Verbal themes

  • unclear variants
  • guesswork

Nonverbal observations

  • confusion spike when describing the variants

Tension points

  • positive words ('hoped') but signals show clear confusion and hesitation

Quotes

  • “I picked the middle one and hoped”

    decision under ambiguity

Q2

When you're shopping online, what makes you trust a brand you've never bought from before?

No recording.

Signals timeline

hesitationinterestagreement
Transcript

When the website is, like, well-designed, I think — okay, they care. And reviews. And if customer service responds quickly when I email them.

Gist

Trust signals: design quality, reviews, responsive support.

Verbal themes

  • design quality
  • responsive support

Nonverbal observations

  • interest signal throughout

Quotes

  • “okay, they care”

    humanises the trust judgement

Q3

Tell me about a time an online checkout frustrated you. What happened, and what did you do?

No recording.

Signals timeline

frustrationconfusionhesitationinterest
Transcript

I had this thing where the cart kept emptying when I, uh, when I logged in. Like, why? I had to add everything twice. I was confused, then annoyed.

Gist

Cart-on-login wipe caused confusion that escalated to frustration.

Verbal themes

  • cart loss on login
  • rebuilding the cart

Nonverbal observations

  • confusion shifting to frustration over the answer

Quotes

  • “I was confused, then annoyed”

    emotional progression

Q4

How do reviews and ratings influence your decision — be honest, do you actually read them?

No recording.

Signals timeline

interestconfusionhesitation
Transcript

Yeah I read them. I usually sort by most recent because, um, products change. An old five-star review might be about a different version.

Gist

Sorts reviews by recency to account for product drift.

Verbal themes

  • recency
  • product drift

Nonverbal observations

  • confidence when explaining the recency strategy

Quotes

  • “an old five-star review might be about a different version”

    sophisticated take

Q5

If you could change one thing about how online shopping works today, what would it be?

No recording.

Signals timeline

hesitationconfusioninterest
Transcript

I'd want, um, better photos of size. Like, next to a hand or, you know, a cup. Just so I know how big it actually is.

Gist

Wants in-context scale references in product photography.

Verbal themes

  • scale reference
  • in-context photos

Nonverbal observations

  • hesitation while formulating, interest while describing the desired feature

Quotes

  • “next to a hand or, you know, a cup”

    concrete UX suggestion