{"id":23965,"date":"2021-02-15T17:05:21","date_gmt":"2021-02-15T15:05:21","guid":{"rendered":"https:\/\/www.testingtime.com\/?p=23965"},"modified":"2021-02-22T17:46:00","modified_gmt":"2021-02-22T15:46:00","slug":"moderated-ux-tests-for-brand-perception-which-is-more-effective-for-delizio-online-or-offline","status":"publish","type":"post","link":"https:\/\/www.testingtime.com\/en\/blog\/moderated-ux-tests-for-brand-perception-which-is-more-effective-for-delizio-online-or-offline\/","title":{"rendered":"Moderated UX tests for brand perception\u2014which is more effective, for Delizio: Online or offline?"},"content":{"rendered":"<h3>Table of contents<\/h3>\n<p><a href=\"#1\">1. The challenge: Eliminate conversion killers and find UX potentials<\/a><br \/>\n<a href=\"#2\">2. The process: Recruitment of Swiss coffee drinkers via TestingTime<\/a><br \/>\n<a href=\"#3\">3. The findings: The online shop beats stationary retail<\/a><br \/>\n<a href=\"#4\">4. The result: The report on the findings and a prioritised checklist provide the optimisation roadmap<\/a><br \/>\n<a href=\"#5\">5. This is what the client says: Pain points and quick wins have been identified<\/a><\/p>\n<h2><a id=\"1\"><\/a><span style=\"font-weight: 400;\">1. The challenge: Eliminate conversion killers and find UX potentials<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The questions posed by Delizio in the UX tests were the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How is the brand perceived at the online shop\u2014especially when compared to stationary retail?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Where are the opportunities for UX adjustments? How can the customers be engaged more effectively?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What conversion potentials are not being fully exploited?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For the implementation and evaluation of the moderated remote tests, Delizio relied on the expertise of NETA, M-Industry&#8217;s Digital Competence Centre, together with the UX specialists of our user testing partner <a href=\"https:\/\/userlutions.com\/en\/\" target=\"_blank\" rel=\"noopener\">Userlutions<\/a>. The responsible UX department at Delizio had already enjoyed some very good experiences in several projects with Userlutions&#8217; clean methodology and detailed optimisation recommendations.<\/span><\/p>\n<h2><a id=\"2\"><\/a><span style=\"font-weight: 400;\">2. The process: Recruitment of Swiss coffee drinkers via TestingTime<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">After Userlutions had reached the agreement on the test design with NETA and Delizio, they started recruiting test users.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The requirements:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">10 customers already owning a Delizio machine purchased in a physical store;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">10 test users without prior knowledge of Delizio but who drink coffee regularly;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">a balanced relation of age and gender among the test users.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Userlutions described the test users&#8217; profile and the study criteria using our <\/span><a href=\"https:\/\/app.testingtime.com\/web\/customer\/order\/setup?users=6&amp;method=usertest\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">online tool<\/span><\/a><span style=\"font-weight: 400;\">. 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 <span class=\"user-count\">985,000<\/span> 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.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">RapidUsertests\u2019 flexible moderated remote tests<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The great potential and flexibility of <\/span><a href=\"https:\/\/rapidusertests.com\/crowd-test\/moderierte-usability-tests\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">moderated remote tests<\/span><\/a><span style=\"font-weight: 400;\"> 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<div id=\"attachment_24960\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-24960\" class=\"wp-image-24960 size-full\" src=\"https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/delizio-user-test.png\" alt=\"delizio user test\" width=\"1024\" height=\"746\" srcset=\"https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/delizio-user-test.png 1024w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/delizio-user-test-328x239.png 328w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/delizio-user-test-178x130.png 178w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/delizio-user-test-768x560.png 768w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/delizio-user-test-480x350.png 480w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-24960\" class=\"wp-caption-text\">This is what the tests looked like in the <a href=\"https:\/\/rapidusertests.com\/\" target=\"_blank\" rel=\"noopener\">RapidUsertests.com<\/a> tool.<\/p><\/div>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<div id=\"wp-teaser-meta-box\" class=\"postbox \">\n<div class=\"inside\">\t\t\t<div class=\"teaser-post\" style=\"background: #f6f6f6;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"left-side\" style=\"color: #333333;\">\n\t\t\t\t\t\t<div class=\"teaser-post-content\">\n\t\t\t\t\t\t\t<h2>Looking for inspiration?<\/h2>\n\t\t\t\t\t\t\t<p>Get our UX Tips directly into your inbox. Maximum one email per month. Promised!<\/p>\n\t\t\t\t\t\t\t<p class=\"read-more-button\">\n\t\t\t\t\t\t\t\t<a href=\"https:\/\/resources.testingtime.com\/newsletter\">\n\t\t\t\t\t\t\t\t\tSubscribe now\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"right-side\" >\n\t\t\t\t\t\t<div id=\"teaser-1-image\" class=\"teaser-post-image\">\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n<\/div>\n<h2><a id=\"3\"><\/a><span style=\"font-weight: 400;\">3. The findings: The online shop beats stationary retail<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Some of the many insights gained by Delizio from the tests are summarised below:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Online vs. stationary retail brand perception: <span style=\"font-weight: 400;\">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.<\/span><\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Product variety: <\/b><span style=\"font-weight: 400;\">The large selection of different products at the online shop was rated positively compared to the limited selection in stationary retail.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Checkout and shopping cart optimisation: <span style=\"font-weight: 400;\">Users did not always get a visual confirmation on the desktop version when they put something into the shopping cart, which confused them.<\/span><\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-24963 size-medium\" src=\"https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/delizio-online-shop-480x724.png\" alt=\"delizio online shop\" width=\"480\" height=\"724\" srcset=\"https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/delizio-online-shop-217x328.png 217w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/delizio-online-shop-86x130.png 86w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/delizio-online-shop-480x724.png 480w\" sizes=\"auto, (max-width: 480px) 100vw, 480px\" \/><\/span><\/p>\n<ul>\n<li><b>Conversion potential:<\/b><span style=\"font-weight: 400;\"> 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.<\/span><\/li>\n<li><b>Too few registration options:<\/b><span style=\"font-weight: 400;\"> 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.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"wp-image-24966 size-full aligncenter\" src=\"https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/Migros-Delizio.png\" alt=\"Migros Delizio\" width=\"1653\" height=\"748\" srcset=\"https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/Migros-Delizio.png 1653w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/Migros-Delizio-328x148.png 328w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/Migros-Delizio-262x119.png 262w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/Migros-Delizio-1536x695.png 1536w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/Migros-Delizio-768x348.png 768w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/Migros-Delizio-1024x463.png 1024w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/Migros-Delizio-480x217.png 480w\" sizes=\"auto, (max-width: 1653px) 100vw, 1653px\" \/><br \/>\n<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">\u00a0<\/span><a id=\"4\"><\/a><span style=\"font-weight: 400;\">4. The result: The report on the findings and a prioritised checklist provide the optimisation roadmap<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Userlutions summarised the findings of the UX tests in a clearly structured 71-slide presentation with a clear ranking of the greatest potentials.<\/span><\/p>\n<div id=\"attachment_24969\" style=\"width: 1182px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-24969\" class=\"wp-image-24969 size-full\" src=\"https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/UX-Presentation-Userlutions.png\" alt=\"UX Presentation Userlutions\" width=\"1172\" height=\"667\" srcset=\"https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/UX-Presentation-Userlutions.png 1172w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/UX-Presentation-Userlutions-328x187.png 328w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/UX-Presentation-Userlutions-228x130.png 228w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/UX-Presentation-Userlutions-768x437.png 768w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/UX-Presentation-Userlutions-1024x583.png 1024w, https:\/\/www.testingtime.com\/app\/uploads\/2021\/02\/UX-Presentation-Userlutions-480x273.png 480w\" sizes=\"auto, (max-width: 1172px) 100vw, 1172px\" \/><p id=\"caption-attachment-24969\" class=\"wp-caption-text\">This is what one of the findings in the usability report looks like.<\/p><\/div>\n<p><span style=\"font-weight: 400;\">In addition to the presentation, a prioritised checklist recommending the most promising optimisation levers now supports Delizio \/ NETA\u00a0 in development.<\/span><\/p>\n<h2><a id=\"5\"><\/a><span style=\"font-weight: 400;\">5. This is what the client says: Pain points and quick wins have been identified<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u201eWith the moderated usability tests, Userlutions provided us with excellent support from A to Z\u2014from 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.\u201c<br \/>\n<\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.linkedin.com\/in\/christianpuckert\/\" target=\"_blank\" rel=\"noopener\">Christian Puckert<\/a>, <\/span><span style=\"font-weight: 400;\">Head of User Experience, NETA\/Delizio<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Need help with your UX tests?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">RapidUsertests, the tool for remote usability tests is supported by the <a href=\"https:\/\/userlutions.com\/en\/\" target=\"_blank\" rel=\"noopener\">UX agency Userlutions<\/a>. 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.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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: [&hellip;]<\/p>\n","protected":false},"author":60,"featured_media":24904,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[2531,8990],"tags":[],"class_list":["post-23965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study","category-research-methods"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.5 (Yoast SEO v20.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Moderated UX tests for brand perception | TestingTime<\/title>\n<meta name=\"description\" content=\"Delizio used moderated UX tests to identify potential for increasing the conversion rate in the online shop and improve the brand perception.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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