Hansel Huang
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we're going shopping

WHERE: Independent Project, Design Research

WHAT: design research, insight synthesis, data visualization, opportunity mapping

HOW: survey, in-depth interview, ethnographic video, customer persona, journey map etc.

WHY: In this independent research project, I investigated the status quo of the retail experience in NYC focusing on:

  • how shopping has brought more pain than gain

  • how a brand maintains its identity when scaling

  • how to bridge two ends of the retail equation, retailer and customer, with trust.

    The following is a documentation of my process followed by an ethnographic video.

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ethnographic video:

ethnographic video: