AnswerLab designed a study to understand what users want and need when shopping online to identify opportunities for AI to add value and to inform their AI development. To ensure a diverse representation of experiences, we recruited 25 participants across the U.S. who shop for women’s clothing, men’s clothing, and gender neutral/non-conforming clothing as well.
In 90 minute one-on-one remote sessions, we tested a series of design mock-ups and concepts showing participants how the AI chatbot would help them throughout the shopping process. The primary goals of the research were to validate the need for an assistant like this, understand if it met the primary goals of users, and identify potential concerns and privacy considerations. We also spent some time exploring what tone and personality traits participants wanted from an AI assistant.
Through our research, we uncovered their candid reactions and first impressions of the AI shopping assistant concepts, as well as detailed findings about shopper habits and routines the team will use to inform their AI plans.
Findings included:
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