Case Study
Understanding UX Needs and Site Optimization Across Visitor Segments
overview
A grocery retailer had created a new online grocery shopping site prototype and needed feedback from shoppers to optimize the offering and set it apart from both competitors and a parent site.
C+R first gathered a benchmark understanding of the current shopping experience before conducting a website prototype test via live, remote moderated interviews to evaluate the high-fidelity prototypes.
THE PROBLEM
CREATE A DIFFERENTIATING ONLINE GROCERY EXPERIENCE
A grocery retailer wanted to create a new online grocery shopping site with a differentiated experience from their parent brand’s site to provide a tailored experience for shoppers.
The client team had created a web prototype based off learnings from a quant concept test. They asked C+R to help gather feedback from shoppers on this new digital prototype to evaluate, optimize, and ensure a differentiated experience from the parent site and competitor websites/apps.
OUR APPROACH
UNMODERATED AND MODERATED QUALITATIVE RESEARCH
C+R conducted a two-phase qualitative project to elicit feedback on our client’s site.
First, we utilized participant-made videos to gather a benchmark understanding of the current online shopping experience. Participants recorded and narrated a shopping trip on the client’s current website, allowing us to see how they navigate the site and to hear their impressions of the experience.
Next, the same participants completed a live, remote moderated interview. Using loosely guided tasks, verbal commentary, and simultaneous recording of participant narration and screen interaction, participants were exposed to three different user flows, which allowed us to gauge not only the receptivity to the new site but also the usability of the revised design. The live, remote design also allowed us to ask immediate post-use follow-up questions, gaining greater depth in each interview.
The result
CLEAR INSIGHTS TO OPTIMIZE FUTURE DIGITAL EXPERIENCES
A synthesized report showed how the prototype can solve for current frustrations with the parent brand website, while providing a unique shopping experience for consumers. Shoppers were generally positive in their reactions and felt the redesigned site provided meal inspiration and encouraged experimentation of new ingredients and recipes – ultimately encouraging bigger baskets.
Additionally, optimizations were identified to further refine the new website before final testing and launch.
proven experience
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