1. Research Objectives (What do we want to discover?) General: Understand the target audience's online shopping habits and identify friction points (barriers) in the current flow. Specific: Discover how users search for and select products. Identify reasons for cart abandonment. Evaluate clarity and perceived security during the payment stage. 2. Methodology (How will we find out?) We will use a mixed-methods approach (qualitative and quantitative): Phase 1 (Qualitative): In-depth interviews and usability testing with a prototype (to understand the reasons behind behaviors). Phase 2 (Quantitative): Online questionnaire (to validate the observed patterns on a large scale). 3. Participant Profile (Who will we hear from?) Volume: 5 to 8 participants for interviews/tests (the ideal number according to the Nielsen Norman Group to uncover 85% of usability issues) and over 100 survey responses. Recruitment Criteria: People aged 18 to 45. Those who have made at least one in-app purchase in the last 30 days. Balanced mix of digital natives (frequent shoppers) and sporadic users. 4. Activity and Question Outline (What will we do/ask?) During the Interview (Examples of open-ended questions): "What was your last experience buying something on your mobile phone like? Walk me through the steps." "What makes you abandon a purchase when you have a full cart?" During Usability Testing (Practical in-app tasks): Task 1: "You need to buy a black T-shirt, size M. Find the product and add it to your cart." (Evaluates search and filters). Task 2: "Proceed to the payment screen and simulate a purchase using the Pix option." (Evaluates the checkout process). 5. Estimated Timeline (How long will it take?) Week 1: Goal alignment, script creation, and participant recruitment. Week 2: Conducting interviews and usability tests, and distributing the survey. Week 3: Data analysis, pain point mapping, and final report compilation. 6. Expected Results (What will we deliver?) Updated personas: Profiles based on actual purchasing behavior data. User Journey Map: A visual timeline showing the highs and lows of the shopping experience. Insights Report with Prioritization: A list of urgent improvements (e.g., simplifying registration, highlighting shipping costs) ranked by business impact.