Research Plan


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UX Research
A Research Plan, identifying reasons why there's a drop in checkout rates, outlining the methodology, and explaining the steps, the approach & how the research will contribute to achieving the objectives


Tabby, the leading Buy Now Pay Later provider in the Arab Region, takes great pride in developing customized products that cater to the unique needs and preferences of its diverse customer base across six countries, including Bahrain and Kuwait. With offices in Dubai, Riyadh, and Cairo, Tabby operates on both a global and local scale, utilizing its expertise to create solutions that resonate with the regional audience. Tabby Product Team has identified a worrisome trend: a decrease in checkout rates over the past six months.

In order to tackle this issue and uphold my commitment to delivering exceptional user experiences, let’s embark on a UX research journey to uncover the underlying reasons behind this decline.

Research Goals:

The primary objective of this research plan is to identify the factors contributing to the drop in checkout rates at Tabby.

By gaining insights into user behaviors, pain points, and preferences, I aim to inform strategic decisions and devise actionable solutions to enhance the checkout experience. my research goals include:

  1. Identify specific pain points and challenges encountered by users during the checkout process.
  2. Uncover any usability issues or bottlenecks in the checkout flow contributing to abandonment.
  3. Understand changes or trends in user behavior that correlate with the decline in checkout rates.
  4. Explore best practices and successful strategies employed by competitors in their checkout experiences.
  5. Provide actionable recommendations to address the drop in checkout rates and enhance overall user satisfaction.


To achieve our research objectives and gain comprehensive insights, I proposed a mixed-methods approach that combines qualitative and quantitative research methods:

  1. User Interviews:

    • Conduct one-on-one interviews with Tabby users who have abandoned the checkout process or encountered difficulties.
    • Explore their experiences, pain points, motivations, and perceptions regarding the checkout process.
    • Gain qualitative insights into user behaviors and preferences.
  2. Usability Testing:

    • Organize usability testing sessions with participants who have recently engaged with the Tabby checkout process.
    • Observe users’ interactions and behaviors to identify usability issues, bottlenecks, and areas of confusion.
    • Evaluate the efficiency, effectiveness, and satisfaction levels of the checkout flow.
  3. Analytics Analysis:

    • Analyze existing analytics data provided by Tabby’s tracking systems.
    • Focus on key performance indicators such as checkout abandonment rate, conversion rate, time spent on each checkout step, and funnel drop-off points.
    • Identify trends, patterns, and potential areas for improvement based on quantitative data analysis.
  4. Comparative Analysis:

    • Conduct a comparative analysis of the checkout processes of Tabby’s competitors operating in similar markets.
    • Evaluate user experiences, features, and performance to identify industry best practices and areas for differentiation.
    • Gather insights into innovative strategies employed by competitors to optimize their checkout experiences.
  5. Surveys:

    • Distribute surveys to Tabby’s customer base to gather quantitative feedback on satisfaction levels, reasons for checkout abandonment, and suggestions for improvement.
    • Supplement qualitative findings with statistical insights to validate research findings and prioritize actionable recommendations.

Why This Methodology?

My chosen methodology offers several advantages:

  1. Comprehensive Insights: By combining qualitative and quantitative methods, we gain a holistic understanding of the factors influencing checkout rates, ensuring comprehensive insights.

  2. User-Centric Approach: Prioritizing user interviews, usability testing, and surveys allows us to place customers at the heart of the research, aligning with Tabby’s customer-centric philosophy.

  3. Data-Driven Decision Making: Analytics analysis provides empirical data to validate qualitative findings and guide strategic decision-making, fostering a data-driven approach.

  4. Industry Benchmarking: Comparative analysis enables us to benchmark against competitors, identify best practices, and leverage insights to enhance Tabby’s checkout experience.

Due to the sensitive nature of the project and in accordance with non-disclosure agreements (NDA) in place, further details are confidential.

The key takeaway

Remember, good design isn’t about flashy bells and whistles; it’s about meeting users’ needs so seamlessly that the design fades into the background. As we navigate the intricate dance between technology and human behavior, let’s embrace the Human-Centered Design (HCD) principle of iterating upon repeated approximations. By continuously testing ideas and refining our approach, we bridge the gap between the designer’s model, the user’s mental model, and the system image.

But wait, there’s more! In our quest to understand users’ true needs, let’s heed the words of Harvard Business School professor Theodore Levitt: ‘People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!‘ True innovation lies not in matching competitors feature by feature, but in focusing on the holistic user experience. let’s keep our eyes on the true needs of our users.

And when it comes to design evolution, remember the power of incremental innovation and hill climbing. Each step forward, each iteration, brings us closer to the peak of user satisfaction. 

Link to download the research plan I made, and can be your future template : Click Here

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