Submission

Filip

Status: finished

Submission summary

Navigating Online Purchases: Trust, Frustration, and Suggestions for Improvement

Engagement arc: The interview begins with the respondent expressing high levels of hesitation and uncertainty regarding their recent online purchase, particularly due to a lack of instructional content. As the conversation progresses, they display high interest when discussing the importance of reviews for building trust. However, frustration arises when addressing payment failures, leading to a peak in stress. Finally, the respondent shifts from uncertainty to clarity as they propose specific improvements for online shopping, indicating a more engaged and constructive mindset.

Signal arc

Click a question to jump

Q1
stress
5 cues
Q2
stress
4 cues
Q3
frustration
6 cues
Q4
—
0 cues
Q5
stress
5 cues

Q1

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

Signals timeline

hesitationstressuncertaintyinterest
Transcript

Last time I made a major repurchase online was about a week ago. I decided to buy a new coffee machine. What stood out about the experience was that there wasn't really any videos explaining how the coffee machine worked. So I had to trust that it's going to be something that they really liked.

Gist

The respondent describes a recent online purchase of a coffee machine, highlighting a lack of instructional videos as a significant aspect of the experience, which led to feelings of uncertainty and stress.

Verbal themes

  • major repurchase online
  • buy a new coffee machine
  • there wasn't really any videos explaining how the coffee machine worked
  • had to trust that it's going to be something that they really liked

Nonverbal observations

  • High hesitation and uncertainty at the beginning (0.0–8.0s)
  • High interest when discussing the lack of videos (13.4–17.8s)
  • High stress when expressing the need to trust the product (19.3–23.7s)

Tension points

  • The respondent expresses uncertainty and stress about the purchase experience while also showing high interest in the topic.

Quotes

  • “there wasn't really any videos explaining how the coffee machine worked”

    This statement is paired with high interest, indicating the respondent's engagement with the topic.

  • “had to trust that it's going to be something that they really liked”

    This reflects high stress and uncertainty, highlighting the emotional weight of the decision.

Q2

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

Signals timeline

stressconfidencehesitationuncertainty
Transcript

When shopping online, seeing reviews about a product or about the brand helps me trust them more. Also looking at other sites like Trustpilot and if they have a lot of reviews for a given product or actually a given company and website, I would be more inclined to buy from them.

Gist

The respondent emphasizes the importance of reviews and third-party validation in building trust for unfamiliar brands when shopping online.

Verbal themes

  • Seeing reviews about a product or brand helps build trust.
  • Checking sites like Trustpilot for reviews increases willingness to buy.

Quotes

  • “Seeing reviews about a product or about the brand helps me trust them more.”

    This statement highlights the key factor of trust and is a central theme in the response.

  • “Also looking at other sites like Trustpilot and if they have a lot of reviews for a given product or actually a given company and website, I would be more inclined to buy from them.”

    This quote illustrates the reliance on external validation and is critical to understanding the respondent's trust-building process.

Q3

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

Signals timeline

frustrationconfidenceuncertaintyhesitationstress
Transcript

I'm very frustrated when a payment fails because of something that's not obviously obvious to me. If there are some things like, I don't know, card limits or whatever that have been reached, I want to be notified of that so I can go in my banking app and figure that out and fix it. But when things look okay on my side and the payment still fails, that's very frustrating to me. And yeah.

Gist

The respondent expresses frustration with online payment failures, particularly when the reasons are not clear or communicated effectively.

Verbal themes

  • Frustration with unclear payment failures
  • Desire for notification about issues like card limits
  • Need for clarity when payments fail despite everything appearing fine

Quotes

  • “I'm very frustrated when a payment fails because of something that's not obviously obvious”

    This statement captures the core frustration expressed by the respondent and highlights their need for clarity.

  • “But when things look okay on my side and the payment still fails, that's very frustrating to me.”

    This quote emphasizes the disconnect between the user's perception and the actual payment process, underscoring their frustration.

Q4

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

No recording.

Q5

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

Signals timeline

stressuncertaintyhesitation
Transcript

Oh, I really don't know. I would try to include more guarantees, lifetime guarantees are something I really like. And I would also probably want to have better return policies, insurances about taxation and customs and costs about that. Probably, that's about it.

Gist

The respondent expresses uncertainty initially but then suggests improvements for online shopping, focusing on guarantees and return policies.

Verbal themes

  • lifetime guarantees
  • better return policies
  • insurances about taxation and customs

Tension points

  • The respondent starts with uncertainty ('Oh, I really don't know.') but then provides specific suggestions, indicating a shift from hesitation to clarity.

Quotes

  • “I would try to include more guarantees, lifetime guarantees are something I really like.”

    This statement reflects a clear preference and is a key suggestion for improvement.

  • “I would also probably want to have better return policies, insurances about taxation and customs.”

    This highlights another specific area for improvement in online shopping.