Business objective: Google wanted to understand what the key barriers were for users purchasing on mobile to ensure they could support businesses grow mCommerce.
Research Approach: A multi method study – including moderated Digital Ethnography to collect narrated screen recordings of mCommerce journeys.
- User personas to highlight mCommerce decision making and experiences
- An overall understanding of drivers and barriers to purchasing through a mobile site
- The identification of core features which utilise an efficient mCommerce journey