Design Research Methodology/Final Compilation
Start From 10.09.2023
7.09.2023 -30.11.2023 / Week 1- 14
Kong Cai Yi / 0363862
Design Research Methodology/ Bachelor of Design (Hons) in Creative Media
WEEK 1
Feedback
Online Fashion Retail Application ( Taobao, SHEIN, Shopee, Lazada, Pinduoduo)
Who?
Target Audience: General Public, majority female
Why?
To study what types of personalization (e.g., product recommendations, personalized content) lead to a more engaging and satisfying shopping experience in online fashion retail.
How?
A questionnaire that consists of 2 sections, which is general user experience and Personalisation References
Survey-Google Form Link
Section 1: Demographics
To understand respondent fashion style
Basic info
Section 2: General User Experience
To investigate the ways in which UI/UX (User Interface/User Experience) design principles can be leveraged to optimise and enrich the personalisation of user experiences within online fashion retail applications.
UI/UX Aspects
7.09.2023 -30.11.2023 / Week 1- 14
Kong Cai Yi / 0363862
Design Research Methodology/ Bachelor of Design (Hons) in Creative Media
- Stage1: Research Proposal
- Stage 2: Critical Review
- Stage 3:Research Design - Primary Data
- Final Compilation
LECTURES
WEEK 1
Public holiday
WEEK 2
First week, a quick introduction to module information had been briefed by Dr. Hayati and Dr. Jinchi by using teams. Additionally, several lectures from BDCM gave a quick brief on the varieties of specialisation during the session such as animation. It really help and assist me to get better knowledge and information of my specialisation.
First week, a quick introduction to module information had been briefed by Dr. Hayati and Dr. Jinchi by using teams. Additionally, several lectures from BDCM gave a quick brief on the varieties of specialisation during the session such as animation. It really help and assist me to get better knowledge and information of my specialisation.
WEEK 3
For the second week, we are assigned to different lecturer, my lecturer is
Dr. Charles. He explain to us what he expected in this module and what is
our assessment. He also made us be more clear on our research theme and
topic as we are required to send our topic in chat box, he will give us
them suggestion to modify it.
WEEK 4
Library Information Literacy Workshop 2023
WEEK 5
Public holiday
WEEK 6
Ms Yip brief us about Assignment 3 (Research Design - Primary Data) that
should begins this week, and the deadline is Week 12. The relevant notes
and recorded lectures have been uploaded. We will be expected to show some
preliminary ideas for this assignment on Week 7 for tutorial.After the
briefing, we continue with finalising your Assignments 1 & 2. Dr.
Charles give us feedback about our proposal one by one. It is very helpful
for us to modify our proposal to become more better.
INSTRUCTION
Project 1: Research Proposal
WEEK 2/ EXPLORATION
For the first week of the semester, we are instructed to :
Draft Idea 2:
Theme: (Design Thinking) Emphasizes the fusion of
personalization, fashion, and a user-centric approach to create elegant
and tailored online shopping experiences. The design elements, color
schemes, and overall aesthetics can reflect a sense of sophistication and
individualized style, mirroring the idea of personalization in the fashion
retail context.
Research Topic: Enhancing User Engagement and Experience in Online Fashion Retail through Personalization.
Research Problem: The effectiveness and challenges of implementing personalization strategies within these applications remain relatively unexplored such as less user engagement, low conversion rates, and app abandonment.
Research Objective:
- Specialisation confirmation
- Choose a theme
- Choose a topic
- List down problem statement
Fig 1.1 Exploration (8.09.2023-Week 1)
Draft Idea 1:
Field of Interest: UI/UX Design
Research Topic:
The Importance of UX design for business
Research Problem:
There are many common problems for modern digital products such as
low conversion rates, unclear product positioning, Lack of
customization and personalization. So it is very important of how
businesses can solve them with the help of UX design.
Hypothesis: Successful UX design solve business
problems in digital industry.
Research Content:
- When interacting with a product, people perceive it on different levels. Even if the app or platform seems completely relevant to their goals, they may struggle while using it.
- One of the key roles of UX design is to handle cognitive biases and take into account every aspect of the user experience.
- It helps avoid components that may cause cognitive overload or lack of accessibility.
- UX solutions are based on the results of qualitative and quantitative surveys rather than theories and assumptions.
- User interviews, field studies, A/B testing, and other methodologies allow designers to detect and analyze numerous aspects of user-product interactions.
- The following cases prove that finding the right UX solution can save the day for SaaS companies and their customers.
- Netflix: the paradox of choice
- The challenge: According to recent reports, one of the most significant problems faced by millions of Netflix users is the paradox of choice. This issue occurs when a person has too many options to choose from. As a result, people spend too much time trying to make the right decision. In the case of Netflix, the paradox of choice has become a major challenge.
- UX solutions: Netflix has spent lots of money and effort trying to tackle the paradox of choice issue. They conducted numerous surveys and tested various solutions to provide more effective personalized recommendations, helping users spend less time browsing.
Quota: “Design is not just what it looks like and feels
like. Design is how it works.” –Steve Jobs
WEEK 3/ FINALISE RESEARCH TOPIC & PROBLEM
Feedback
Feedback of my topic:The topic should be more specific, such as what business?
Research Topic: Enhancing User Engagement and Experience in Online Fashion Retail through Personalization.
Research Problem: The effectiveness and challenges of implementing personalization strategies within these applications remain relatively unexplored such as less user engagement, low conversion rates, and app abandonment.
Research Objective:
- To study the how the personalization techniques be leveraged to enhance user engagement and experience in online fashion retail
- To study what types of personalization (e.g., product recommendations, personalized content) lead to a more engaging and satisfying shopping experience in online fashion retail.
Fig 1.2 Draft Proposal Process (15.09.2023-Week 2)
WEEK 4/ DRAFT PROPOSAL 1
Feedback of my topic:”Online Fashion Retail” should target a
specific area such as social media or application.
Feedback of my research problem: Should change a way to write research problem, need to state out the problem instead of giving a way.
Research Topic: Optimizing User Engagement in Online Fashion Retail Application: A UI/UX-Driven Approach to Personalization
Research Problem:The online fashion retail application market is fiercely competitive, with numerous brands and retailers vying for the attention of the same customers. Merchants face a significant challenge in enhancing user engagement and experience within their online fashion retail applications through effective personalization.
Research Question:
Feedback of my research problem: Should change a way to write research problem, need to state out the problem instead of giving a way.
Draft Idea 3:
Research Topic: Optimizing User Engagement in Online Fashion Retail Application: A UI/UX-Driven Approach to Personalization
Research Problem:The online fashion retail application market is fiercely competitive, with numerous brands and retailers vying for the attention of the same customers. Merchants face a significant challenge in enhancing user engagement and experience within their online fashion retail applications through effective personalization.
Research Question:
- How can UI/UX design principles help to enhance the personalization of user experiences and satisfaction in online fashion retail applications?
- What types of personalization lead to a more engaging and satisfying shopping experience in online fashion retail?
- How can UI/UX design principles be effectively integrated into online fashion retail applications to enhance the personalization of user experiences and subsequently improve user engagement and satisfaction in a competitive market?
- In a highly competitive online fashion retail market, how can small or emerging brands effectively utilize personalization to compete with established retailers and attract and retain customers?
WEEK 6/ DRAFT PROPOSAL 2
Draft Idea 4 (FINAL):
Included:
- Theme
- Topic
- Research Problem
- Research Questions
- Problem Statement
- Hypothesis
- Reference
Fig 1.3 Final Draft Idea-PDF (6.10.2023-Week 6)
Fig 1.4 Research proposal (6.10.2023-Week 6)
Project 2: Critical Review
WEEK 7/ Project 2 Briefing
Instructions:
Research Problem:The online fashion retail application market is fiercely competitive, with numerous brands and retailers vying for the attention of the same customers. Merchants face a significant challenge in enhancing user engagement and experience within their online fashion retail applications through effective personalization.
Instructions:
- Select 3 research articles (related to the research problem) that were published within the last 5 years.
- Referring to the guide and notes provided in Microsoft Teams, write a review for each article, following the list below:
- The article’s reference, written in APA style (p.5), 7th edition. To learn more about APA style referencing, watch the short video.
- Summary of article
- Strengths & weaknesses of the article
- Conclusion
- Reference list
How to write a critical review?
Fig 1.1 Ways to write critical review (8.10.2023-Week 6)
Research Problem:The online fashion retail application market is fiercely competitive, with numerous brands and retailers vying for the attention of the same customers. Merchants face a significant challenge in enhancing user engagement and experience within their online fashion retail applications through effective personalization.
Fig 2.1 Critical Review Daft-PDF (8.10.2023-Week 6)
Fig 2.2 Critical Review-PDF (15.10.2023-Week 7)
Project 3: Research Design - Primary Data
Instructions:
Research Problem:
The online fashion retail application market is fiercely competitive, with numerous brands and retailers vying for the attention of the same customers. Merchants face a significant challenge in enhancing user engagement and experience within their online fashion retail applications through effective personalization.
Research Objective:
- Select and justify suitable primary research methods relevant to the study. A minimum of one method is expected for this assignment.
- Carry out the research to collect data.
- Analyse the collected data.
- Recap your research problem, research objective(s) and question(s)
- Describe the selected method(s)
- Justification of methodology (an explanation, supported by literature, defending your choice of method and how it is relevant to your research problem)
- Sampling procedure & data collection method
- Collected data and analysis of data.
Research Problem:
The online fashion retail application market is fiercely competitive, with numerous brands and retailers vying for the attention of the same customers. Merchants face a significant challenge in enhancing user engagement and experience within their online fashion retail applications through effective personalization.
Research Objective:
- To study the how the personalization techniques be leveraged to enhance user engagement and experience in online fashion retail Application.
- To study what types of personalization (e.g., product recommendations, personalized content) lead to a more engaging and satisfying shopping experience in online fashion retail?
- How can UI/UX design principles help to enhance the personalization of user experiences and satisfaction in online fashion retail applications?
- What types of personalization lead to a more engaging and satisfying shopping experience in online fashion retail?
- How can UI/UX design principles be effectively integrated into online fashion retail applications to enhance the personalization of user experiences and subsequently improve user engagement and satisfaction in a competitive market?
- In a highly competitive online fashion retail market, how can small or emerging brands effectively utilize personalization to compete with established retailers and attract and retain customers?
Research using technology which is survey in google
form. Collecting primary data using
questionnaires. Questionnaire is a general term to include all
methods of data collection in which each person is asked to respond to
the same set of questions in a predetermined order.
- Scope: Online Fashion Retail Application
- Research Methodology: Visual Survey - Questionnaire
- Definition: A "Visual Survey" typically refers to a survey or questionnaire that incorporates visual elements, such as images, graphics, or videos, alongside traditional written questions. This approach aims to enhance respondent engagement and understanding by presenting visual stimuli to complement or replace textual information. Visual surveys are often used in fields like market research, design evaluation, or any context where visual feedback is valuable.
- Justification: The utilisation of surveys as the primary data collection method aligns with the research problem of optimising user engagement in the fiercely competitive online fashion retail application market. Surveys offer a systematic and scalable approach to gather insights directly from users, providing quantitative data essential for understanding their preferences and behaviours.
- Method: Investigate the ways in which UI/UX (User Interface/User Experience) design principles can be leveraged to optimize and enrich the personalization of user experiences within online fashion retail applications. The visual survey can be designed on online survey platforms such as google form, surveymon key etc. and distributed on social media.
- Efficient
- Wide coverage
- Cost-saving
- Quick way to get results
- Respondents may not be truthful with their answers
- Misinterpretation of the questions
- Hard to convey feelings and questions through answering questionnaire
Online Fashion Retail Application ( Taobao, SHEIN, Shopee, Lazada, Pinduoduo)
Who?
Target Audience: General Public, majority female
Why?
To study what types of personalization (e.g., product recommendations, personalized content) lead to a more engaging and satisfying shopping experience in online fashion retail.
How?
A questionnaire that consists of 2 sections, which is general user experience and Personalisation References
Survey-Google Form Link
Section 1: Demographics
To understand respondent fashion style
Basic info
- What is your age range?
- What is your gender?
- What is your current occupation?
- How would you describe your fashion style in a few words?
Section 2: General User Experience
To investigate the ways in which UI/UX (User Interface/User Experience) design principles can be leveraged to optimise and enrich the personalisation of user experiences within online fashion retail applications.
UI/UX Aspects
- How frequently do you use online fashion retail applications in a typical month? (Exp: SHOPEE, TAOBAO, SHEIN, LAZADA etc.)
- What types of products do you usually buy when using online fashion retail applications?
- What is your favourite online fashion retail applications and why? Or the one that you frequently use.
- How would you rate the ease of finding and navigating through different sections and products? (Different categories, pages, and individual product listings.)
- How satisfied are you with the organisation and layout of different elements on the application (e.g., product displays, menu placement)?
- Were product details, including sizing, materials, and pricing, presented in a clear and understandable manner?
- How would you rate the ease and efficiency of the checkout process when completing a purchase?
- How would you rate your experience with returns and exchanges in terms of ease and convenience? (If any experience before)
- How important is the ability to customise the user interface based on your preferences (e.g. colour, layout design)?
- Which colour scheme do you find most appealing for an online fashion retail application? (Select one)
- On a scale from 1 to 5, how would you rate your overall satisfaction with the user experience of online fashion retail applications?
Section 3: Personnalisation preferences
This survey section delves into respondents' perspectives on personalisation in online fashion retail applications. It explores the types of personalisation they find attractive, their preferences for receiving notifications, challenges faced in finding personalised content, and the importance placed on having control over personalisation. Additionally, it gauges interest in a virtual fitting room feature, investigates communication preferences, and solicits specific suggestions for personalisation improvements.
Personalisation
This survey section delves into respondents' perspectives on personalisation in online fashion retail applications. It explores the types of personalisation they find attractive, their preferences for receiving notifications, challenges faced in finding personalised content, and the importance placed on having control over personalisation. Additionally, it gauges interest in a virtual fitting room feature, investigates communication preferences, and solicits specific suggestions for personalisation improvements.
Personalisation
- Which types of personalisation do you find most attractive in an online fashion retail application?
- How often would you like to receive notifications about personalized offers or recommendations from an online fashion retail application?
- Have you face any challenges in finding personalised content in online fashion retail applications?
- How important is it for you to have control over the level of personalisation in your online fashion retail experience?
- Which aspects of personalisation would you like to have more control over in your online fashion retail experience?
- Would you find it helpful to have a virtual fitting room feature to visualize how a product might look on you before purchasing?
- How do you prefer to receive information about new arrivals, promotions, or personalized offers?
- Are there any specific personalisation features or improvements you would like to see in online fashion retail applications to enhance your overall shopping experience?
Fig 3.1 Research Design Primary Data-PDF (19.11.2023-Week 12)
Project 4: Final Compilation
Slide Link: https://www.canva.com/design/DAFw3uUb_eU/tCJL-RGx7rf61lae-R1-Gw/edit?utm_content=DAFw3uUb_eU&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton
Fig 4.1 Final Compilation-PDF (26.11.2023-Week 13)
Fig 4.2 Recording presentation process(1.12.2023-Week 14)
Fig 4.3 Recorded Presentation (1.12.2023-Week 14)
FEEDBACK
Week 4
Feedback of my topic:”Online Fashion Retail” should target a specific
area such as social media or application.
Feedback of my research problem: Should change a way to write research problem, need to state out the problem instead of giving a way.
Feedback of my research problem: Should change a way to write research problem, need to state out the problem instead of giving a way.
Week 7
General Feedback: Overall no problem with my topic and research
problem & Statement.
Specific Feedback: My research objective should have related to
research questions and make sure the amount of both section is same which
means 3 research questions should have 3 research objective. For the
research objective should add "To investigate", "To compare", "To
study".
Week 14
General Feedback: Neat job, can proceed to the stage of record
presentation.
Specific Feedback: Summaries Problem Statement to only just two
paragraph.
REFLECTIONS
Experience
This is my first research project in university, so initially, I was very excited, following the lecturer's progress step by step. However, by the time Project 2 came around, I started to feel a bit lost. I thought I couldn't use articles from websites because they weren't authenticated, but there were very few authenticated articles online that matched my topic and research problem. So, during that period, I was quite confused. In the end, I managed to find some relevant and pertinent articles for my critical review. Moving on to the data collection stage went relatively smoothly, and I was able to collect responses from 80 participants in a single day, which greatly contributed to my subsequent analysis.
Observation
I observed that the entire research process has distinct stages and progresses gradually, with the final outcome building upon the foundations laid earlier. I am delighted that this research has reached its conclusion, and I have gained a lot from the experience. I also realized that in this module, it is crucial to courageously seek feedback from the lecturer. Regularly presenting the progress to them every week is essential to achieve the best results.
Findings
This module has provided me with a comprehensive understanding of the research process and methods. From the initial confusion to later stages of data collection and analysis, the lecturer's guidance has been instrumental. It has also shed light on the issues within my specialization, enabling me to delve deeper into exploring and addressing those problems. Moreover, the process of this module has enhanced my skills in problem analysis, sentence construction, data synthesis, and presentation skills. I am grateful for the guidance and support from my assigned lecturer (Dr. Charles) throughout this journey.
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