Google Merch Store, 2023
This project was developed within the Market Research and Cultural Ethnography course at IULM University. The goal was to analyze the Google Merchandise Store and identify potential improvements within the purchasing process.
Through a data-driven and ethnographic approach, the project aimed to design an actionable plan to optimize the customer journey, enhance user experience, and increase conversion rates.
The analysis combined quantitative and qualitative research techniques, integrating Google Analytics data, user behavior tracking, and funnel exploration.
This methodological approach enabled the identification of key friction points along the customer journey and supported the development of actionable insights to enhance UX design, conversion performance, and overall brand experience.
The project reflects a structured balance between data-driven decision-making and a strategic understanding of digital consumer behavior.