User centered analysis of customer behaviours in the fast moving consumer goods sector

Abstract: As digital solutions become a more integrated part of peoples’ everyday life, their purchasing patterns are changing. Today it is easier to research products and purchases can be performed anytime, anywhere. The change is apparent in most retail sectors but not as much in the fast moving consumer goods sector. By using a user-centred approach this master thesis aim to analyse the user behaviour within this sector, as well as to evaluate customers' shopping patterns and attitude towards e-commerce and other technical solutions in this environment. Interviews, a survey, a literature study and workshops with end users and experts on e-commerce were used to collect data for the analysis. Personas and scenario were drawn up to identify user patterns. These were used to design prototypes of possible tools to enhance the customers' shopping experience. Both a low fidelity and a high fidelity prototype was produced and tested with exploratory and assessment user tests. During these processes the use of personas and scenarios as a tool in a development project were evaluated as well. The analysis concluded that there are six different user groups with different means and goals within the fast moving consumer goods sector, but the issues experienced were similar for all of them. Five of these user groups were used as a base to create personas. The final high fidelity prototype is an application helping the customer to perform their shopping quicker and easier by using their mobile device in a physical store. It was concluded that personas and scenarios are very helpful throughout a development process, it keep the designers focused on the user's needs and not too fixated with a possible solution.