The structure of UX research in e-commerce: data collection vs synthesis
Traditionally, research consists of two parts: data collection and data synthesis. In an online store, this structure is especially important because collecting data alone does not improve sales. The value appears only when the data is analyzed, structured, and turned into decisions.
Step 1
At the start of an e-commerce project, UX research focuses on understanding what the store needs and who the end users are, along with their needs and goals. At this stage, we conduct surveys, gather research, observe potential or current customers, and review data or analytics from the online store.
Step 2
As the design process progresses, the research focus shifts toward practicality and user experience inside the shopping flow. We might conduct interface tests, interview users, and most importantly, validate assumptions to improve how customers interact with product pages, collections, cart, checkout, and other key parts of the online store.
Data collection gives us raw input: what users do, what they say, where they click, where they hesitate, and where they drop off.
Data synthesis is the next step: we identify patterns, connect signals, and turn scattered observations into clear conclusions and actionable hypotheses for the e-commerce experience.
Without synthesis, research turns into a pile of notes, recordings, and dashboards. With synthesis, it becomes a working tool for improving the online store, refining decision points, and increasing conversion through better UX.
The design of your UI and user interactions can be a powerful trigger for boosting your sales — or not. However, none of this will be effective without thorough UX analysis.
Kate Kolody
Senior / Lead Digital Product Designer · E-commerce / DTC / Growth · Subscription / Shopify / Conversion
