How can we help customers make the right choices?

Over three months, I worked with a multidisciplinary team to run design thinking workshops with the client and selected users. Our goal was to understand their needs, identify pain points, and improve the online shopping journey.We also conducted interviews directly in stores, with the support of store managers, to gain first-hand insights into customer behavior and purchasing decisions.
This collaborative approach helped us involve key stakeholders, draw on their expertise, and validate design decisions together.
The insights informed our buyer personas and customer journey maps, allowing us to validate the information architecture and user flows with the client before development began.