The first step of the discovery stage of the process was to conduct a number of user interviews. During these interviews, I was trying to better understand the thought process of people who shop for board games online, in particular their context, and the process they follow.

I prepared a survey and extended interview questions for website customers. The survey was sent to 20 respondents and 10 customers were interviewed.

After conducting the interviews, I analyzed the data and grouped similar patterns and pain points. This helped me to determine the main problems users faced using the website. All information, gathered by the research, let me create a User Persona, CJM and empathy map. For more accurate data, I also included Competitor analysis. In the end, it becomes clear who is the end users and their needs.