E-commerce Customer Journey Diary Study

Welcome to your diary entry. This study captures your real-time e-commerce experiences as they happen. Each entry takes about 10 minutes. There are no right or wrong answers — we are interested in your honest experience. Your responses are confidential and will be reported only in aggregate. Participation is voluntary and you may stop at any time. Please complete an entry whenever you have a notable e-commerce moment (browsing, buying, returning, contacting support, etc.).

What date is this entry for?

• Today
• Yesterday
• Two days ago
• Earlier this week

Which channel or touchpoint are you using for this moment? (Select all that apply)

• Mobile app
• Mobile web browser
• Desktop/laptop website
• In-store kiosk
• Live chat
• Phone support
• Email
• Social media
• Marketplace (e.g., Amazon)
• Other (please specify)

Did you accomplish what you intended in this moment?

• Yes, fully
• Partly
• No
• Not sure yet

Please share any quick notes, specific details, or exact thoughts that came to mind during this moment.

The following questions help us understand who is participating in this study. You will only need to answer these once.

Thank you for this diary entry! Your experience has been recorded. Feel free to submit another entry whenever you have a new e-commerce moment to share — the more entries, the more valuable the insights.

Which time window best describes when this moment occurred?

• Early morning (5–9 am)
• Late morning (9 am–12 pm)
• Early afternoon (12–3 pm)
• Late afternoon (3–6 pm)
• Evening (6–9 pm)
• Night (9 pm–12 am)
• Overnight (12–5 am)

What is the primary task you are trying to accomplish right now?

• Browsing products
• Comparing options
• Looking for deals or promotions
• Tracking an order
• Purchasing/checkout
• Returning or exchanging an item
• Managing my account
• Contacting support or resolving a problem
• Other (please specify)

How satisfied are you with your experience during this moment?

Based on what you've shared, we'd like to understand a bit more about this moment. Please share your thoughts and our AI interviewer will ask a couple of follow-up questions.

Which best describes your primary role when interacting with e-commerce sites or apps?

• Buying for myself
• Buying for work or on behalf of someone else
• Operating or managing a site/app (staff)
• Partner or vendor working with a site
• Researching or analyzing site performance
• Other (please specify)

Approximately how long have you spent on this task so far?

• Less than 2 minutes
• 2–5 minutes
• 5–15 minutes
• 15–30 minutes
• 30–60 minutes
• More than 1 hour

How would you describe your emotional state during this moment?

On average, how often do you make online purchases for yourself?

• Weekly or more
• About monthly
• A few times a year
• Rarely
• Prefer not to say

Which of the following factors most affected your experience during this moment? (Select up to 3)

• Ease of navigation
• Page or app load speed
• Product information quality
• Price or value
• Checkout process
• Search or filter functionality
• Customer support quality
• Shipping or delivery information
• Visual design or layout
• Trust or security concerns
• None of the above
• Other (please specify)

What is your age group?

• Under 18
• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65 or older
• Prefer not to say

Overall, did the factors you selected affect your experience positively or negatively?

How do you describe your gender?

• Woman
• Man
• Non-binary
• Prefer to self-describe
• Prefer not to say

What country or region do you live in?

• United States
• United Kingdom
• Canada
• Australia
• Germany
• France
• India
• Brazil
• Japan
• Mexico
• Other (please specify)