Evolving retail norms are driving opportunities for new consumer-direct companies.
As Gen-Xers and Millenials surpass Baby-Boomers as America's top purchasers of home goods, retailers are scrambling to adapt to changing purchasing habits.
Still, large purchases and those dictated by "feel" and "comfort" face barriers in online shopping.
Some companies have convinced consumers by leveraging "easy returns," but for many, trying before buying is still essential.
The first step is understanding who our customer is and what relevant trends will converge in the future.
User archetypes help to clarify consumer profiles and tell their stories.
Presentation excerpt of user archetype looped below.