Table of contents
1. The challenge: Eliminate conversion killers and find UX potentials
2. The process: Recruitment of Swiss coffee drinkers via TestingTime
3. The findings: The online shop beats stationary retail
4. The result: The report on the findings and a prioritised checklist provide the optimisation roadmap
5. This is what the client says: Pain points and quick wins have been identified
1. The challenge: Eliminate conversion killers and find UX potentials
Delizio is one of the leading manufacturers of coffee pods and pod machines in Switzerland. Since 2016, they not only sell their products exclusively in physical stores, but also at their own online shop. Although the latter was designed on the basis of UX best practices, it never underwent a UX test with the target group. Delizio wanted to close this gap to exploit its entire UX potential.
The questions posed by Delizio in the UX tests were the following:
- How is the brand perceived at the online shop—especially when compared to stationary retail?
- Where are the opportunities for UX adjustments? How can the customers be engaged more effectively?
- What conversion potentials are not being fully exploited?
For the implementation and evaluation of the moderated remote tests, Delizio relied on the expertise of NETA, M-Industry’s Digital Competence Centre, together with the UX specialists of our user testing partner Userlutions. The responsible UX department at Delizio had already enjoyed some very good experiences in several projects with Userlutions’ clean methodology and detailed optimisation recommendations.
2. The process: Recruitment of Swiss coffee drinkers via TestingTime
After Userlutions had reached the agreement on the test design with NETA and Delizio, they started recruiting test users.
The requirements:
- 10 customers already owning a Delizio machine purchased in a physical store;
- 10 test users without prior knowledge of Delizio but who drink coffee regularly;
- a balanced relation of age and gender among the test users.
Userlutions described the test users’ profile and the study criteria using our online tool. The whole process took less than five minutes. TestingTime uses state-of-the-art screening and artificial intelligence to select absolutely suitable test users from their international pool of more than 940,700 people. The recruiting status could be followed online by Userlutions at all times. Subsequently we coordinated the dates, made sure that the study participants were punctual and took care of paying them.
RapidUsertests’ flexible moderated remote tests
The great potential and flexibility of moderated remote tests became particularly clear when carrying out this project. In contrast to unmoderated tests, the UX specialist had the opportunity to ask specific questions and thus allow the users to develop an improved understanding. At the same time, the implementation of remote testing is significantly more cost and time-efficient than classic lab tests. In addition, this testing format allows silent observers from all over the world to watch the test, so that Userlutions also allows spatially distributed and international teams to get unique insights into the behaviour and experience of their users.
Christian Puckert, Head of User Experience at Delizio, also watched some of the tests to get an idea about the test execution as well as the typical pain points of the users for himself.
This is what the tests looked like in the RapidUsertests.com tool.
Subsequently, Userlutions summarised the findings in a detailed presentation with recommendations for action included. An Excel worksheet prioritising the identified potentials now helps Delizio to implement the optimisations.
3. The findings: The online shop beats stationary retail
Some of the many insights gained by Delizio from the tests are summarised below:
- Online vs. stationary retail brand perception: On the start page, there was no focus on the call-to-action for direct access to the online shop. In addition, the product lists were sometimes perceived as confusing.
- Product variety: The large selection of different products at the online shop was rated positively compared to the limited selection in stationary retail.
- Checkout and shopping cart optimisation: Users did not always get a visual confirmation on the desktop version when they put something into the shopping cart, which confused them.
- Conversion potential: On the start page, there was no focus on the call-to-action for direct access to the online shop. In addition, the product lists were sometimes perceived as confusing.
- Too few registration options: Mandatory registration with the single sign-on portal of the umbrella brand Migros deterred many test users from making a purchase. Here, optimised communication of benefits and guest access could raise additional potential.
4. The result: The report on the findings and a prioritised checklist provide the optimisation roadmap
Userlutions summarised the findings of the UX tests in a clearly structured 71-slide presentation with a clear ranking of the greatest potentials.
This is what one of the findings in the usability report looks like.
In addition to the presentation, a prioritised checklist recommending the most promising optimisation levers now supports Delizio / NETA in development.
5. This is what the client says: Pain points and quick wins have been identified
„With the moderated usability tests, Userlutions provided us with excellent support from A to Z—from recruiting participants over advice on test design and implementation up to the presentation of the results and the prioritisation of the optimisation potentials. The tests identified key pain points, as well as improvements that could be implemented in the short run. Thus, the budget assigned to testing was a very good investment.“
Christian Puckert, Head of User Experience, NETA/Delizio
Need help with your UX tests?
RapidUsertests, the tool for remote usability tests is supported by the UX agency Userlutions. With almost 40 UX specialists, they advise their clients on the user-centred design of their products and communication tools. In addition to conducting and evaluating UX tests, they also carry out user research and UX design projects. Userlutions also offers workshops, seminars and ongoing UX support.
