Browse-based Shopping



Overarching theme was to better understand customers who frequent browse-based shopping sites such as and


What are people’s goals and motivations for visiting these sites, and how are these reflected in their behaviors?


Users between 18-35 years of age that are also current users of Wish or Aliexpress

Research & Analysis

Contextual Inquiry

Conducted 1 hour interview and research sessions with volunteer participants

Affinity Mapping

Data was categories and groups to find patterns

Data Encoding

Used to determine themes and patterns


  • Low prices were the main reason people shopped at and
  • When most people see an endless number of products that are inexpensive, even those with a tight budget are tempted to purchase.
  • Both and displayed unpredictability in product availability, shipping time and quality, but people still shopped there because of the low prices.
  • Users were distrustful of both and, but the low prices made them try to overcome this by checking the product and seller reviews.
  • Excitement of seeing something unknown is addictive, fun, and overall a positive experience that keeps many users on the sites
  • Low prices compensated for the long shipping times and this got users to return to these websites

Lack of Trust

Many photos and descriptions were "too perfect", leading to doubts about authenticity and quality

Low prices conquer all

No matter how annoying a process is, low low prices can make people very forgiving


Product availability, shipping time and quality were all unknown factors