Startup as a Diploma: Digital Product Development in Retail: Audience Research, Hypothesis and User Scenario Testing for X5 Retail Group

Student: Ekaterina Klimova

Educational Programme: Digital Product Management (Master)

Year of Graduation: 2024

Desk and field (qualitative, quantitative and combined) methods of audience research were carried out in this work, futhermore, a study of the food retail audience was made on the exsampl of the network of the X5 Retail Group company represented by Pyaterochka store. Team hypotheses about users problems were formulated in the course of the research, moreover, different frameworks were compiled for visually displaying the collected results of data analysis, such as: the Persona method, User Stories as one of the types of User Scenario method, and a Customer Journey Map.

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