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Altitude Sports Omnichannel CX Research: Preparing for a Return to Physical Retail
Altitude Sports Omnichannel CX Research: Preparing for a Return to Physical Retail
Altitude Sports Omnichannel CX Research: Preparing for a Return to Physical Retail
Persona
Interview guide design
Customer journey mapping
Kano survey design
Sampling & recruitment strategy
Persona
Persona
Customer journey mapping
Customer journey mapping
Kano survey design
Kano survey design
Interview guide design
Interview guide design
Sampling & recruitment strategy
Sampling & recruitment strategy
As Altitude Sports prepares to expand into physical retail, this proposal presents a mixed-methods research plan to understand customer expectations across online and in-store experiences. Combining a Kano-style survey with semi-structured interviews, and informed by a persona and customer journey map, the study aims to identify essential and differentiating omnichannel capabilities to guide future retail decisions.
👤 Role
UX Researcher & Presentation Designer
🏢 Client
Academic project — Altitude Sports
🗓️ Timeline
3 weeks - Jan 2026
👤 Role
CX Researcher
🏢 Client
Altitude Sports
Academic Project
🗓️ Timeline
3 weeks - Jan 2026
👤 Role
CX Researcher
🏢 Client
Academic project — Altitude Sports
🗓️ Timeline
3 weeks - Jan 2026
The Challenge
For years, Altitude Sports has built its customer experience almost entirely online. Now, as the company considers a return to physical retail, a new challenge emerges: how can the in store experience extend what customers already value online rather than disrupt it?
Customers may expect their accounts, preferences, delivery options, and post purchase experience to move seamlessly across channels, but not every capability carries the same value or deserves the same investment.
This proposal is centered on one key question:
What do customers consider essential in an Altitude Sports omnichannel experience and what could truly differentiate it?
The Challenge
For years, Altitude Sports has built its customer experience almost entirely online. Now, as the company considers a return to physical retail, a new challenge emerges: how can the in store experience extend what customers already value online rather than disrupt it?
Customers may expect their accounts, preferences, delivery options, and post purchase experience to move seamlessly across channels, but not every capability carries the same value or deserves the same investment.
This proposal is centered on one key question:
What do customers consider essential in an Altitude Sports omnichannel experience and what could truly differentiate it?
The Challenge
For years, Altitude Sports has built its customer experience almost entirely online. Now, as the company considers a return to physical retail, a new challenge emerges: how can the in store experience extend what customers already value online rather than disrupt it?
Customers may expect their accounts, preferences, delivery options, and post purchase experience to move seamlessly across channels, but not every capability carries the same value or deserves the same investment.
This proposal is centered on one key question:
What do customers consider essential in an Altitude Sports omnichannel experience and what could truly differentiate it?
The Goal
The research is designed to uncover where switching between channels creates friction, what builds purchase confidence, and which capabilities matter most to customers. These insights can help establish clear priorities for future retail decisions.
Formative Research Inputs
Before designing the study instruments, I developed a persona and customer journey map to ground the research design in a concrete, realistic shopper rather than assumption. Both are working artifacts, not conclusions; they exist to surface hypotheses the survey and interviews are designed to test.
Customer Journey Map
The customer journey map follows Mathilde across the full shopping experience, from online research to in store purchase and post purchase. It highlights key touchpoints, needs, emotions, and potential friction to uncover opportunities for a more connected omnichannel experience.
Persona
Mathilde is a 27-year-old graduate student in Montreal who takes a thoughtful approach to shopping for outdoor apparel.
She researches and compares options online, then visits a store to confirm fit and quality before purchasing. She values durable, high-quality products and can hesitate when a decision feels difficult to reverse.
Her need for clear information, consistency across channels, and confidence before purchase helped shape the key themes explored in the proposed research.
Pre- Phase
The Goal
The research is designed to uncover where switching between channels creates friction, what builds purchase confidence, and which capabilities matter most to customers. These insights can help establish clear priorities for future retail decisions.
Formative Research Inputs
Before designing the study instruments, I developed a persona and customer journey map to ground the research design in a concrete, realistic shopper rather than assumption. Both are working artifacts, not conclusions; they exist to surface hypotheses the survey and interviews are designed to test.
01 Persona
Mathilde is a 27-year-old graduate student in Montreal who takes a thoughtful approach to shopping for outdoor apparel. She researches and compares options online, then visits a store to confirm fit and quality before purchasing. She values durable, high-quality products and can hesitate when a decision feels difficult to reverse. Her need for clear information, consistency across channels, and confidence before purchase helped shape the key themes explored in the proposed research.
02 Customer Journey Map
The customer journey map follows Mathilde across the full shopping experience, from online research to in store purchase and post purchase. It highlights key touchpoints, needs, emotions, and potential friction to uncover opportunities for a more connected omnichannel experience.
02 Customer Journey Map
The customer journey map follows Mathilde across the full shopping experience, from online research to in store purchase and post purchase. It highlights key touchpoints, needs, emotions, and potential friction to uncover opportunities for a more connected omnichannel experience.
Core Action
Post-Purchase
02 Customer Journey Map
The customer journey map follows Mathilde across the full shopping experience, from online research to in store purchase and post purchase. It highlights key touchpoints, needs, emotions, and potential friction to uncover opportunities for a more connected omnichannel experience.
The Challenge
For years, Altitude Sports has built its customer experience almost entirely online. Now, as the company considers a return to physical retail, a new challenge emerges: how can the in store experience extend what customers already value online rather than disrupt it?
Customers may expect their accounts, preferences, delivery options, and post purchase experience to move seamlessly across channels, but not every capability carries the same value or deserves the same investment.
This proposal is centered on one key question:
What do customers consider essential in an Altitude Sports omnichannel experience and what could truly differentiate it?
