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User testing

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Importance of User Testing

Data demonstrates what is happening, user testing explains why it is happening. With User testing the users will tell you were the main friction points are. 

In my projects I would usually conduct at least 5 user testings, depending on the size of the project it can go to 70+.

The assignment

In the following example I went through 20-30 user testings for our client. We shared the 5 most important tests in our client session.

 

Because of CCI (Confidentiality of Client Information) I can’t disclose the data, the client or the  videos from our sessions, but I want to share with you the notes and the problem solving strategy.

The Company
The company is part of the mature model, is an innovative furniture retail business they sell internationally and their mobile traffic is higher than other devices. Their goal is to increase the conversion rate.

Task 
The user will go to the site and find the perfect interior product for them and their home. Letting us know if they find anything frustrating on the site, and not holding back any feedback out of politeness.
Going as far as they can in the checkout (without purchasing).

Scenario
"Think about something that you want to purchase for your home right now. Imagine size and color and other requests."

The Users

The following users were tested across US, UK & SE.

Paola​

United Kingdom

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James​

United Kingdom

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Elisa​

United Kingdom

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Jennifer​

United States

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Don​

United States

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Carolina​

Spain​

Daniel​

Spain​

Summary of patterns:

  • Findability: Users have a hard time finding what they're looking for, due to...

    • Optimize site search. 33% of all visits are using site search, but the algorithm can be optimized. It gave no results on “large wall clock” but several on “wall clock”. It gave no kids results on the kids bunk beds, only beds for grownups.  

    • There's no menu at the start page of the mobile site, letting people quickly find their entry point. 

      • UK had a section where you could see sustainable products, but visitors used that as a menu. US had “Shop our top categories” with different rooms in it, and the visitor used this as a menu. Maybe have a standardized menu for all sites.

    • When they go to the hamburger menu, they have a hard time knowing which category has their product

    • Many get confused by seeing inspiration articles mixed with products. 

    • On the homepage - more clear areas for navigation and others for inspiration.

  • Availability: Frustration rises when they see that products are...

    • Out of stock

    • Not available online

    • Can't be delivered home

    • Aren't in a store close by

  • Fees

    • High delivery cost

    • High cost for Click and collect

  • Checkout 

    • Confusing in the checkout when one product is available for home delivery and one is not. (Increase clarity and have positive messages)

    • Confusing when the fee for collection is different in different stores (long text of info)

    • In UK it said “Continue to checkout”, in SE it’s “Show delivery options”. Has this been A/B tested?

  • Upsell

    • Some like the related products, some think it’s frustrating or think the products are in the cart. How can we perfect it even more?

  • Accessibility

    • Offer an English version of the site

Friction points found in the session, and possible solutions
High delivery costs:

  • Communication to at least try to explain be more clear...

  • Do we know why we charge in click / collect

  • The incentive to Log in members, 10% discount

  • Trailer for free, bring an alternative

  • Pricing team Market support 

Products on search results page:

  • Make sure we retain the good functionality we saw.

  • Better targeting of inspirational content to the correct PLPs / search results.

  • A/B test one-column search and PLP views on mobile to increase visibility of inspirational images.

  • A/B test reduction or omission of inspirational content.

  • Investigate how inspirational content usage is tied to market perception of the brand.

Incentives to log in:

  • One of the big, perhaps the biggest WHY questions on the company "login".

  • Used discounted prices or other monetary incentives to log in

  • Order history, favorites list, easier returns 

  • Save payment- and delivery information to facilitate checkout

  • Through order history - find “old” assembly instructions, spare parts easier to find

  • Could we use search- and order history to provide more relevant content for logged-in users?

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