Interviewer: (0:04) So, just to give me a bit of a context, let’s say, could you please tell me a

little bit of your online shopping habits. How often do you shop online and where?
Respondent: (0:18) Yeah, I do quite a bit of shopping online, really everything. I buy online
except for the groceries. I do my grocery shopping in the shop and any technologies products,
any products for my home. Birthday, Christmas present is all done online. I did a lot shopping at
TK Maxx last year to get various homeware presents for family. I do a lot, very large amount on
Amazon and Amazon is really my main shopping site. Also, I use all, I use every site in a way
because, often when I'm buying things, I've got a price comparison extension and if I'm looking
at something on Amazon and it says, actually, if I go scurries, it's £10 off, then I went up doing
that so, so often I start on Amazon, I look for a product on Amazon. I might. And then I look at
my post comparison app and it will tell me either, yes, buy on Amazon or go to eBay goes
couriers get it there. Amazon's just got the biggest catalog and they tend to be quite
competitive and price usually, which is why often I start on Amazon and also actually buy from
them.
Interviewer: (2:14) Yes, actually, that's what I wanted to ask. What I understand it correctly that
you start on Amazon, search for a product you want and then check whether any other website
has the same product but at the lower price, right?
Respondent: (2:32) Yeah.
Interviewer: (2:33) Okay, great. Could you please tell me where do services like disco or
topcashback or any come in here?
Respondent: (2:44) Well, I've got the honey extension installed and I really like honey, because
in a way the cashback comes to me when I'm in the checkout it will tell me if I can get some
points or some vouchers. Sites like topcashback. I don't like to start out going through them
before doing my shopping because it's a lot of hassle and I don't like to shop that way. But what
I do have is I have an extension called a “Cashback Angel”, which often when I'm doing my
shopping at all, tell me all these different cashback sites will give you cashback and then I
sometimes back out and go into that. With disco it's a bit different again, because there is no
extension for Firefox, so I only use disco at the moment, when I'm intentionally trying to get the
cashback. What I would like is if it worked a little bit more like honey, where I'm doing my
shopping on Firefox and then it tells me I can save some money. I don't like going to the
cashback websites. I like them sitting in the browser and telling me if I could save cashback,
because there's a lot less efforts, lot less hassle and less likely to miss that, if it notifies me at
the checkout stage.
Interviewer: (4:25) Yeah, sure, that makes sense. You mentioned this – “cashback Angel”?
Respondent: (4:35) Yes.
Interviewer: (4:38) So, is this some kind of a like aggregator of different cashback deals?
Respondent: (4:45) Yeah, so say they don't do any cash back themselves. It's just, they're just
telling me that the rates are different sites and, so if I'm on a ceremony, buyer say I can get 1%
with topcashback, maybe 0.9% with Quidco, 1 percent with KidStart or whatever, so I can
choose best cashback, cashback rates. It's all the information. It's all there for me.
Interviewer: (5:23) OK, so you said that you shop online like quite often, right? How often is
that? Like a few times a week, every day?
Respondent: (5:39) Probably not every day, but few times a week.
Interviewer: (5:43) And by shopping, do you mean like completing the purchase? Like buying
something or going through like product feeds? Looking for something, also counts.
Respondent: (5:58) Yeah, that's for both. Sometimes I'm just looking at products and just I
decided: ‘too expensive’, or I decided ‘no’. Sometimes I set up price alerts. I decided: “oh I
really want these pair of headphones, but they're too expensive”. I say, I did this last year. I
wanted the upgrade the next model of my headphones, so I set a price alert with a keeper and
then couple weeks ago I got a notification telling me all that reduced on Amazon. So then I
went, went some and bought them some. I don't always complete purchases. I came back and
add it to my wish list or something, and come back and get it later.
Interviewer: (6:48) Is this your regular shopping routine, when you browse for something, then
adding filters for price change or add it to your wishlist and wait for, maybe, better price or
sometimes you just like buy it, when you see?
Respondent: (7:10) It tends to be with higher value stuff. I'm more willing to wait, because I said
much bigger potential to save money, if it's something cheaper like £20 or under and often
don't bother to wait, I'll just look for whoever's cheapest and just go ahead and make the order,
because even if it gets reduced in price, I only saved couple of pounds, so it doesn't mean, it
doesn't really matter.
Interviewer: (7:39) Yeah, that makes sense. So, you have quite a lot of, like shopping tools, and
like cashback services, honey extension, disco extension, cashback angel, price keepers, any
other tools or maybe your own like frameworks principles that allow you to, you apply when
you shop online?
Respondent: (8:13) I think, that’s the bulk of it, really, I tried. I don't like to spend time checking
lots of cashback websites, don't like to spend lots of time checking for vouchers. The reasons I
use things like honey and cashback Angel and my post comparison website is because all the
information comes to me on the product page. It's all there for me, I don't have to go looking
for it. And that's what I like. I know there's voucher websites, there's different cash back
websites. I don't wanna go looking for that, spending lots of time trying to find the best deals
90% of the time, maybe 99% of the time these adds give me all the information to get the best
deal without putting in the effort.
Interviewer: (9:15) Yeah, I see. And if we like dig deeper, why do you use these tools. So how do
they make you feel or. I do understand that they just allow you to save money, while shopping
online, but how does it sound in your head? Why do you prefer to use them?
Respondent: (9:44) Well. There's two ways of looking at it. One, it saves me overtime. It saves
me time over manually searching for poachers and cashback and things, so one it saves some
time. And two, it saves me money, because if I don't have the time or the effort to do all those
manually searching for stuff, then it will give me those discounts to save some money. Saves me
time and that sounds like a really good thing to me, because time and money are two very
scarce resources.
Interviewer: (10:22) Yep, that makes sense. Have you ever calculated how much you save with
these services?
Respondent: (10:35) Not really. I don't think it's really worth the time worrying about it too
much. Sometimes I'm very, very occasionally and will check the amount of cashback I made
from topcashback, and that's quite nice to see a big number. But I don't really quantify it. I
don't think it's worth my time to do that.
Interviewer: (11:09) Well, then, if you don't think that it's worth your time to try to quantify it
and to understand how much you save, I guess it's not like such a huge amount.
Respondent: (11:27) The cash back tends not to be huge, but it's low effort, so is low effort, low
rewards. It's worth doing. The biggest savings probably come more from price comparison, so
where it tells me, if I go to this other merchant, if I go to eBay, if I go to carries. I'll save £10
unless £100 item, that's usually saves more money than the cashback websites and the only
way to love that would be if I was to manually record it all. Every time I make it seem through a
comparison and post comparison app, I'm sure I do save some quite a bit of money, because I
know I am finding cheaper prices using these tools, but I've I don't want to. I've got enough
spreadsheets. I don't want to stop recording that as well. It would be good if, like this price
comparison apps loads for me, but I don't know they would like to have to start loads more
development and privacy concerns about recording my correction, made purchases and stuff.
So, it would overcomplicate things small, and they really need to be.
Interviewer: (12:53) Yeah, I see, that makes sense. OK, so, I guess, now I have a better
understanding of your online shopping behavior and now you use all these services. All except
for disco. Could you please tell me in a bit more detail? You said that disco doesn't support
Firefox, and do I understand correctly that you use Firefox, what’s the problem?
Respondent: (13:24) Because I will go onto these product pages while I'm going to Amazon and
I have all my Firefox add-ons tell me about the prices and the prices, history and the different
websites and stuff, but I don't have this code though.
Interviewer: (13:46) Yeah, I see, and you just use Firefox.
Respondent: (13:48) I prefer Firefox. I prefer the way it manages tabs and add-ons and
containers, and I've been using Firefox for the past 15 years or so before it's even called Firefox.
And yeah, that's why I prefer this. This carrier is not enough to make on its own to make me
Switch browser.
Interviewer: (14:14) Yeah, that makes sense, but you have made a few purchases with disco,
haven't you?
Respondent: (14:20) They're going out my way because, well, the thing that's very attractive to
me at the moment right now is all the bonuses you've given me. But when if those bonuses
went there and there's no Firefox support, I probably wasn't used disco. I would need at least 5-
foot support, because it would be a big inconvenience to me to load it up to like do shopping,
pay back and forth between Firefox and Chrome. It wouldn't be worth it for me.
Interviewer: (14:58) Yeah, I see. OK. So could you please tell me in your own words. If I was a
friend of yours and you were to tell me about disco. I know nothing about all those extensions.
However, I do know that there is cashback thing, and you would tell me about disco. How
would you tell me about it?
Respondent: (15:29) Disco it's like topcashback, it sets the discount is applied up front and
there's no need to manually chase the cash app.
Interviewer: (15:50) Sounds cool.
Respondent: (15:52) Because I know soft cash back owes me a lot of money, but I can't be
bothered to chase them. It's too much hassle. I just can't be bothered with these things unless
it's like a really large amount. I'm not going to chase them up so I'm losing money by using
topcashback instead of disco. So, disco saves me more money even if the percentage might not
be as good as topcashback or maybe it's better, maybe it's worse, so I haven't looked into it, but
I would rather use whatever's more reliable and less efforts. However, speaking of reliability
there are still reliability issues which I attribute to, it being indeed so I had a failed purchase
today. Disco recognized it as completed purchase, but ao.com didn't, so it's doesn't seem quite
as reliable as I would like steel.
Interviewer: (17:06) Sorry to hear that. Could you please tell me like, maybe, step by step, how
does your purchase with this code look like? Maybe, probably, if it's convenient, you can even
show me, but if not, it's OK if you tell me.
Respondent: (17:32) You mean from the checkout screen?
Interviewer: (17:39) For example you could reproduce your ao.com today's purchase to
understand what look at. On which steps of your, like buying journey, you interact with this call.
Respondent: (18:08) Yeah, it's at rather not. I'd rather not, I go to the checkout screen, OK? I've
got to the point where I was making a purchase for disco. I received the SMS number and I
input that. It's the screen flashed multiple times so that screen where it says process and
transaction or whatever it flashes like 20 or 30 times on and off. And then it took me back to
the checkout screen and I went into a disco website, the order was there and pending, and a
little bit later when I received an email from Disco send that I made a purchase with ao.com and
it's now saying that it's completed and get the disco websites, but nothing from ao.com. I don't
see any. I check my orders with them. It's not there.
Interviewer: (19:13) And like not with this particular order, but in general. For example, I know
that disco shows you how much you'll pay for a particular item on catalog or in a product page,
have you ever seen those prices?
Respondent: (19:38) Yeah, I have. I don't think it works properly with the bonuses though, and
so at the moment I've been getting all these bonuses and on the catalog page, it doesn't factor
in the bonuses. So, it's a little bit complicated with bonuses because they're only actually know
the amounts when I get to check out. I have seen the reduced prices. They’re really influenced
my decision to make purchases though. But the bonuses do, they do influence my decision, but
without the bonuses, I just shock normally and then, if there's a discount at the end, that's nice,
that's made bonus, but if there is many then, that's really nonsense today. And I never like
purchased something on topcashback, just because they give 1 or 2% cash back. It's a negligible
number, really.
Interviewer: (20:50) Yeah, that make sense. I’m just thinking if there is anything else I'd like to
ask you about your experience with disco. I think we can move onto the prototypes. Now the
fun part. I think we can do this way: I will share my screen and I will open a designable website.
I will ask you to tell me what you see in. How do you understand what? What you are saying. Is
that OK?
Respondent: (21:42) Yeah.
Interviewer: (21:43) Cool, just let me find the file.
Interviewer: (22:22) Can you see my screen?
Respondent: (22:25) Yes.
Interviewer: (22:34) So, I will ask you almost the same questions at every screen. What I looking
at? What do you see? Your perception of what you're saying. So, what was the first thing that
you looked at?
Respondent: (22:50) Chrome. Yeah. It’s like being a second-class citizen using Firefox. Everyone
supports Chrome, not Firefox. Don't like it. I use trustpilot for a bit, so I looking at that visual
there. Four and half stars out of five is some reassuring. I look at the brands below. That's good
to see some big brands that I use: B&Q, ebuyer, Aliexpress.
Interviewer: (23:56) OK, you're gonna mention that it's like a real website. So, if you want to
Scroll down or click on.
Respondent: (24:01) I can scroll?
Interviewer: (24:05) You can tell me to scroll on.
Respondent: (24:06) Scroll.
Interviewer: (24:08) OK.
24:14-я не смогла разобрать речь
Respondent: (24:29) You're guaranteed price reduction, but that is that is so valuable, because
so many of these like these vouchers needs cashback sites. They aren't guaranteed. They have
so many strings attached and it just like effort and hassle. So just have like that's so nice to see
that there's no fluff, it's just dumb. Like having also where it says, like having the extension and
not spending hours looking for discounts, these are the selling points that really attracts me to
disco. An instant as well, like not having to wait for cashback. I don't it's not the waiting. I don't
mind. It's like it's the uncertainty where I'm actually going to get it with her to chase it up. And
often it's not clear the percentage. So yeah, you got some. You got some really great selling
points and those so like that's what I really love about this thing.
Interviewer: (25:41) Cool.
Respondent: (25:50) That's kind of how I understand it works, but ultimately, I don't really care.
Keep going down, please. Buy now, pay later. That's so cool feature. How it changes MCCS,
though, because my card gives me a lot of cash back, but not if it's a finance NCC, but that's
looks quite cool actually, that you could split payments, don't know whether or not I'd use it,
but it’s a cool feature. You go down a bit, please.
Interviewer: (26:54) That’s basically it. So could you please tell me in your own words. How do
you explain this product now?
Respondent: (27:10) I think it's a more simple and consumer friendly way of benefiting from a
cashback in voucher systems. It’s simpler and easier.
Interviewer: (27:48) Thank you. OK, let's pause for a minute and talk for a minute about this
panel pay later feature. Have you ever used any final pay later services?
Respondent: (28:02) No. Two things that really put me off for interest: I don't want to pay
interest like that just completely puts me off and secondly, if it would mean that I don't get cash
back with my bank card then. If there's no interest at all and I still get my cashback with my
bank card, then it would interest me. But then again, I don’t really need it, because I can just
pay for stuff out outright.
Interviewer: (28:45) When you were saying about your card, you use debit card, right?
Respondent: (28:51) I use crypto cashback card, which gives me 5% to 9% by the end of March,
but that's like a lot. That's like way more than I would get from disco or anything. That's kind of
really important that I get that cashback.
Interviewer: (29:25) Yeah, I see. Can you please tell me about, how you make larger purchases?
Respondent: (29:47) How large we are talking?
Interviewer: (29:59) I don't know something like: Was there a situation when you had to save
for a while to buy something?
Respondent: (30:05) Nothing apart from cars and houses. The vast majority of what I buy is
under £500 and I've always got way more than that in my bank account, so. I've never really
needed to split payments, I've done it before with 0% credit cards just for the leverage, so I can
like put more into investments and things, but I never had to due to financial difficulty or due to
not having enough cash, it's more of a way to increase leverage for me than to actually help
with budgeting or anything. Saying that, actually, splitting the payments benefit me to more
steady out, perhaps two more level out my spending, because the cash back I get some
cryptocurrency that goes up and up and down it's very volatile and by splitting it up I would
reduce my exposure to those volatility, especially larger payments. I spent £700 on headphones
couple weeks ago and cashback I get is pacing crypto which like can go up and down. If I was to
split that up over for payments that would be more predictable as a cashback rate, which would
benefit me, but I'm kind of talking quite advanced financial decisions, rather than just like
you're probably the people, most people use this, just like waiting for the next paycheck, which
isn't quite my use case.
Interviewer: (32:09) That’s extremely interesting. Interview put aside. If you make a purchase of
£700 and you get a cash back. You kind of being exposed to the volatility of when you exchange
the cryptocurrency to any other currency, isn't that right?
Respondent: (32:34) I get the cryptocurrency which is calculated as percentage of the purchase
on the date of the transaction, and I will then sell it several weeks later so that you can go up
and down if I was to split the payment so that I'm paying it gradually, then that percentage
would be more reliable. I was getting 6% to purchase, but by the time I was actually selling it, it
was varying between 3% and 14% so the cashback is quite unpredictable. I split that out over
several months, that would increase predictability and it would be valuable for me for higher,
larger transactions, as I would get more predictability with my crypto cash back.
Interviewer: (33:33) Yeah, I see. Thank you. OK, going back to this block. You can skip the
visuals. I'm more interested in your reaction to the content to the message. Can you please tell
me how does the message of this block make you feel? How do you perceive it?
Respondent: (34:04) Yeah, I mean, I usually skip that. I'm training myself to skip over certain
things ‘by now pay later’. I've always sort of skipped over it, because there’s always like some
catch with interest rates or something I tend not to look into it further.
Interviewer: (34:28) So when you see an offer of an inability to ‘buy now and pay later’, you
tend to.
Respondent: (34:36) I just ignore it. Because it usually ends up costing more, in which case
they're not saving money. I care about saving money, not spending more.
Interviewer: (34:52) Yeah, I see.