Project Overview

What: a 4 month, $250k project to inform product strategy and overall CX for RaceTrac, specifically around food products.

The Goal: to better understand the habits, desires, pain points, and highlights of the key user.

My Research Methods

Research Setup

Our project would be completed in the following five phases:

After kicking off the project, I began with a comparative analysis of the entire convenience category to understand how users experience convenience today.

Then, I completed a competitive analysis of how all of our direct competitors were interacting with users from both a convenience and technology perspective.

Selecting Users + Collecting Inputs

Of course, it was key for us to go straight to the users for our research.

For this project, I utilized specific criteria when screening and selecting users:

Our users came from three primary locations across the United States. These were cities where the store had a major presence, and users would likely be aware of the brand.

👦53% Dallas, Texas

👩‍🦱12% Orlando, Florida

🧓35% Atlanta, Georgia

Surveys and Interviews

After selecting our users, I collected information through both surveys and interviews.

User Snapshot and Persona

With all of that data, I created a snapshot of our key user. This included demographic information and details on his behaviors, habits, likes and dislikes.

User Journey Maps

Based on the research completed, I put together two user journey maps for our key user.

Research Synthesis

Once all of our information was collected, we synthesized all of the research into a few key insights to understand what our key users really wanted from RaceTrac. This was done through a mixture of white boarding and affinity mapping. Here’s where I landed:

Next Steps

After all of the research, analysis, and synthesis were complete, there were three next steps in the process.

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