When an international giant enters a local market, the main risk is a “functional gap.” What works in other countries may cause resistance in the Ukrainian consumer due to specific habits, logistical expectations, and the context of the war.
In this project, the Yasno Research & Consulting Group team faced several key tasks: a comprehensive audit of the platform’s functionality (from registration to checkout), an assessment of the relevance of product categories in the current Ukrainian context, and the identification of barriers that hinder conversion.
To achieve the objectives, 10 in-depth interviews were conducted in the format of remote usability testing with consumers of different ages and incomes who purchase goods on marketplaces.
A special feature was the simultaneous translation from Ukrainian to English, which allowed the client’s international team to hear the “voice of the user” in real time and see live emotions.
The structure of the testing process included: research of daily habits and comparison with market leaders, analysis of the “live” application, – users went from registration to checkout, speaking out their every thought (the “stream of thoughts” method), as well as searching for barriers, – analysis of filters, search queries and perception of global brands.
Thanks to the research, the client received a clear list of Pain Points:
- Key barriers were identified throughout the user journey — from the first acquaintance with the platform to the moment of making a purchase decision. Some of these barriers are not captured by standard analytics, but have a significant impact on conversion.
- The effectiveness of the first contact with the platform was assessed. How the first impression is formed was analyzed: what works to attract and trust, and what creates a feeling of overload, uncertainty, or inconsistency with the expectations of the target audience.
- Consumer expectations regarding the assortment and categories were studied, taking into account changes in behavior and priorities. This made it possible to see the gap between the platform’s business offer and what users consider relevant right now.
- How users perceive the platform’s communication — in particular, promotions, discounts, and special conditions — was analyzed: what works as an incentive to purchase, and what causes confusion or distrust.
- Key trust and risk factors that influence the purchase decision were identified. The perception of such elements of the offer as product information, price, brand originality, delivery, returns and payment methods in particular was analyzed.
- It analyzed how users perceive the platform’s communication – in particular, promotions, discounts and special conditions: what works as an incentive to purchase, and what causes confusion or distrust.
As a result, the study created an analytical basis for generating insights, identifying strategic directions for improving the user experience and optimization priorities on the part of the customer team, focused on increasing conversion and improving the overall efficiency of the platform.
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