Consumer Behavior Analysis
Published comprehensive mixed-methods research on digital purchasing patterns, directly influencing the UX redesign of a fintech app.
The Hypothesis
The study aimed to understand why 30% of users dropped off during the final checkout stage. We hypothesized that trust markers and transparent pricing models were the missing variables in the user journey.
Methodology
Adopted a mixed-methods approach involving survey data (n=1,200) and behavioral analysis of app logs.
- Performed Cluster Analysis using R to identify user segments.
- Conducted A/B testing on pricing display formats.
- Utilized Regression Analysis to pinpoint key factors driving conversion.
Key Findings
N=1,200Sample Size
22%Conv. Uplift
Pub.Status
Tools
R Language
SPSS
Tableau