fortune 500 footwear industry client detailed findings

Fortune500FootwearIndustryClientBenchmarkingStudy

DetailedFindingsReport

22March2016

EXECUTIVESUMMARY

Objectives

2

• Determineparticipants’performanceonclient’swebsitewhencompletingkeytasks.• Isiteasyforparticipantstocompletethetasksonclient’swebsite?

• Findingaproducttheyareinterestedin

• Findingaspecificproduct• Completingthecheckoutprocess

• Identifyhowparticipantsperformoncompetitors’websiteswhencompletingkeytasks.• Howdocompetitorscomparetoclient?Why?• What,ifany,aspectsofcompetitorsitesarerankedhigherthantheclient?Why?

• Wheredoestheclientstandoverall?• Identifyareasforfutureresearch.

EXECUTIVESUMMARY

StudySummary

3

Weranaqualitativeunmoderatedremotebenchmarkingstudywith180participantsondesktopsandsmartphones (iOSandAndroid) inordertodeterminehowtheclient’swebsiteexperiencecomparestotheircompetitors.Participantsweresplitinto9groupsof20.Eachgroup viewed1of9websites.Participantthought outloudastheyviewedthesiteandansweredquestionsabouttheirexperiencewhileattemptingtocompleteprovided tasks. Thestudyinvolvedparticipantslookingforaproducttheywouldbeinterestedinpurchasing,findingaspecificproduct,andcompletingthecheckoutprocess.

Theclient’swebsiteand8othercompetitors’websiteswereviewedinthisstudy.Eachwebsitewasviewedby20participants(10Desktopand10Mobile).

EXECUTIVESUMMARY

StudyDetails

4

Customer’swebsitebeingtested• Client’sWebsite:Hiddenforprivacy

Competitorwebsitesbeingtested• Nike:http://www.nike.com/us/en_us/• Converse:http://www.converse.com/us• Vans:http://www.vans.com/• Sketchers:https://www.skechers.com/en-us• Clarks:http://www.clarksusa.com/us/• Dansko:https://www.dansko.com/• Sperry:http://www.sperry.com/en/home• UGG:http://www.uggaustralia.com/

EXECUTIVESUMMARY

TopFindings

5

• Overall,mostparticipantswereverypleasedwiththeirexperiencefinding itemson[clientsite]duetointuitivenavigationandcontentorganization.Participantsfound thecategorizationinthenavigationmenutobehelpfulastheywereabletoshopbystyle,size,andcolor.

• Theinclusionofthenumericalkeypad andtheauto-completeofthestate/cityfields during thecheckoutprocessenabledmostparticipantstocompletethe[clientsite]checkoutprocesswithease.

• Overall,[clientsite]rankedhighly inareasofeaseandspeed;however,SperryandUgg performedbetterinmostoftheUXfactorsoverall.

• [Clientsite]wasunique inthatthemobilesiterankedhigherthanthedesktopsiteintheUXfactorsandcoretasks.Desktopparticipantsweremorecriticalofthesitedesignanddidn’t find theirexperienceasdelightful.

DETAILEDFINDINGS

Pre-testQuestion:PurchaseDecisionInfluencers

6

• UserReviews• ReturnPolicy• SizingChart

• Style• Price• Availability• TypeofFootwear• Comfort

• Variety• Value• Brand

• CurrentTrends• BrandReputation• Photos• Securityofpersonalinformation

• Detailinproductdescription

“Whatinfluencesyouronlinefootwearpurchasingdecision?”

DETAILEDFINDINGS

CompetitiveBenchmarking:GraphsandFindings

7

Thisbenchmarkstudymeasuresthesites’performanceacrossthreecoretasksandfivemainUXfactors.Overtime,continuedUXresearchcanidentify thespecificsthatleadtothesescoresandraisethestandingof[clientsite].Participantsattemptedtofindshoestheywantedtopurchase,findaspecificshoeonthesite,andgothroughthecheckoutprocess.Participantsratedeachtaskonthe[clientsite]oroneofthe8competitorsbyhowenjoyablethetaskwastocomplete,howeasythetaskwastocomplete,andwhetherthesiteenabledtheparticipanttocompletethetaskefficiently.Participantsevaluatedtheirwholeexperiencewithresponses tofivesummarizing questionsonthefivekeyUXfactors:ease,credibility,aesthetics,speed,anddelight.

DETAILEDFINDINGS

8

Task1:Findshoestopurchase(Enjoyment)*Graphsarebasedonaratingscalewhere1=negativeresponse;5=positiveresponse.*Figuresshownarethemeanscore ofratingsfromthe20participants viewingeachsite.

4.54.15 4.25 4.4 4.25

4

4.5 4.45 4.3

1

2

3

4

5

Client Nike Converse

Vans Sketchers Clarks

Dankso Sperry Ugg

• [Clientsite] andDankso rankedhighest inenjoyment,ease,andefficiencyin findingashoetopurchasebecause ofthecomprehensivefiltersystemandproduct categorizationon thenavigationmenus;however,anumberofparticipantsnotedconfusionwiththesizingoptionsDansko offered.

• Comprehensive filter/sortoptionsthatenabledparticipantstoselectmultiple filtersbysize,style,andcolorwereoneofthemostimportantfeaturesparticipantsnotedthatinfluencedtheeaseandefficiencyoffindingaproduct.

(Dansko):“IwaseasilyabletonarrowdownthecategorythatIwantedtoshopin,butthesizethatIwantedwasn’tavailableandittookafewminutestofigureoutthatthatwaswhyIcouldn'tselectthesize.”– P2

[ClientSite}:“Thedropdownmenusgiveyoulotsofoptionswithchoicesofstyleandphotostohelpyoupick.Thesiteisoptimizedforthephonesoyoucanseeeverythingononescreen.”– P3

DETAILEDFINDINGS

9

Task1:Findshoestopurchase(Ease)4.8 4.7 4.6 4.7

4.45 4.54.8 4.7 4.55

1

2

3

4

5



Dankso Sperry Ugg

• Product categoriesthatwereintuitiveinthestyleofshoesshownwerenotedbyparticipantsasimportant.Nikedidnothavea“work”or“casual”categoryandgrouped theiritemsbysport whileSketchersincludeda“work”categorythatdidnothave“businesscasual”shoes.

• Theinability toselectmultiplefiltersonNikeandSketchersresultedinlowerratingsinefficiencyforparticipantsastheywantedtobeabletoselectmultiplestylesandsizeswhensearching.

(Nike):“[There’s]nowaytofigureoutifaparticularshoeisgoodformultiplepurposes.Iwouldliketobeabletotickseveralfunctionboxes(walking,casual,skate,etc.)andhavecrossreferencedshoesshowup.”– P1

(Sketchers):“ThefiltersandsearchbardidnotworkasIexpected.FiltersclosedoutonmytooquicklyasIclickedonitemsandalsocouldn'tsearchmorethanonesubcategoryatatime.”– P6

DETAILEDFINDINGS

10

Task1:Findshoestopurchase(Efficiency)4.7

4.44.65 4.75

4.4 4.54.75 4.6

4.35

1

2

3

4

5



Dankso Sperry Ugg

• Thelackoffilteringoptions andcontent organizationonClarksandUgg resultedinlowerratingsinenjoyment,ease,andefficiencyoverallasparticipantsfacedmoredifficultyinfindingashoethatmettheirrequirements.

• ThefiltersonVans,Converse,andSperryweremetwithpositiveresponsesfromparticipantswhofoundithelpfultofilterbysize,color,andstyle.

(Ugg):“Icouldnotfindadressshoeorworkattireshoecategoryonthewebsite.Iendeduplookingatallshoesforwomen.”–P2

(Converse):“Ilikedthatitwasaneasyprocesstonarrowdownmysearch-fromthedropdownIcouldchoosethebasiccategory—i.e. women,men,kids,etc.FromthereIsawthesubcategoriesthatfellunderthemain"women"category.Thenitwaseasyenoughtochoosefromthosesubgroups.”– P6

DETAILEDFINDINGS

11

Task2:Findspecificshoes(Enjoyment)

4.3 4.2

2.852.6

3.73.45

4.14.45 4.45

1

2

3

4

5



Dankso Sperry Ugg

• Ugg rankedhighest inenjoyment,ease,andefficiencywhenparticipantswereaskedtofindaspecificshoe.Thesearchfunctionandthe“ClassicBoots”categoryinthenavigationmenuenabledparticipantsonUgg toquicklyfindtheClassicShort.

• Theabilitytodistinguishbetweenmen’sandwomen’sshoesintheresultsinfluenced theeaseoffinding theitem.Sperryincludedadrop-downmenuthatdisplayedtheproduct imageand informationwhentypingin“AuthenticOriginal”,whichwashelpful;however,itdidnotindicatewhethertheresultforwasformenorwomen.

(Ugg):“Experiencewasgoodbecausethesearchenginequicklyfoundclassicshortandgavemeseveralchoices.”– P18

(Sperry):“ThesearchbuttonwasexactlywhereIexpectedittobe.Thatwasgood.However,whenItypedinAuthenticOriginalandadropdownmenuappeared,theshoesshowndidnotindicateiftheyweremen'sorwomen's.Thatwasconfusingtome.”–P13

DETAILEDFINDINGS

12

Task2:Findspecificshoes(Ease)4.6

4.45

2.752.55

3.65 3.55

4.15

4.64.85

1

2

3

4

5



Dankso Sperry Ugg

• Theinability tofindanexactmatchtotheproduct titleprovidedcausedsignificantconfusionandfrustrationforparticipantsonVansandConverse,andimpactedtheoveralleaseandefficiency.

• Asearchfeaturethatproduced relevantresultswasrequestedbyparticipantsasseveralSketchersparticipants foundthatmanyoftheresultswerenot relevanttothesearchinquiry.ParticipantsonClarksalsonotedunrelatedsearchresultswhenusingthesearchtool.

(Vans):“Unfamiliarwiththeterm"core"classics.Isitastyle?Unabletofindanywhereunderclassics,orthesearchfeature.Itwasfrustratingforme.”–P18

(Sketchers):“ItypedinGoWalkandcouldnotfindtheshoe.ItwaslistedunderGOwalk soitdidnotcomeupinmysearch.perhapsthesiteshouldrecognizethoselettertogetherandpullitupevenwhenGoandWalkareseparated.”–P4

DETAILEDFINDINGS

13

Task2:Findspecificshoes(Efficiency)

4.4 4.55

2.85 2.7

3.65 3.7

4.354.65 4.75

1

2

3

4

5



Dankso Sperry Ugg

• TheShopbyStylecategoryinthenavigationmenumadefindingtheClassicClogeasyformostparticipants;however,anumberofparticipantsnoted thatwhenentering“Clog”or“ClassicClog”intothesearchfieldtheywereshownresultsnot relevanttotheirgender.

• TheefficiencyoftheNikesearchtoolwasnotedbyparticipantsonbothmobileanddesktopplatforms,whofound thelocationtobeintuitiveandfoundtheresultstoberelevant.

[Clientsite]“Iwouldhavethechoicetorefinemy'ClassicClog'searchseewomen'sonly.“– P8

(Nike):“Therewasnothingbadrelatedtocompletingthesearch.Itwaseasytofindwheretosearchonthehomescreen.AftertypingintheshoeIwaslookingfor,thecorrectresultswerequicklydisplayed.”– P2

DETAILEDFINDINGS

14

Task3:Checkoutprocess(Enjoyment)

3.85 3.85 4

3.55

4

2.85

3.9 3.84

1

2

3

4

5



Dankso Sperry Ugg

• Theauto-completion ofthecityandstateinformationwhenenteringthezipcode into theshipping fieldswasappreciatedbyparticipantsonUgg and[clientsite],whonotedthatitmadethecheckoutprocessmuchmoreefficient.ThisfeaturewasnotshowntobepresentedonConverse andrequestedbyseveralparticipants.

• TheinclusionofthenumerickeypadwhenenteringthezipcodeorpaymentinformationwasfoundtobehelpfulbyparticipantsonUggand[clientsite].

[Clientsite]:“Thetextboxeswerebigandeasytoentertheinfo.thezipcodeboxautomaticallypopulatedthecityandstateboxesandthenumericalkeyboardpoppedupanytimeanumberwasneeded.“– P3

(Converse):“Whenenteringtheshippingaddress,itwouldbegreatifIcouldhaveenteredmyzipcodeandthesystemprefilledmycityandstatebasedontheaforementioned.Thiswouldhavemadetheexperienceeasier.“– P5

DETAILEDFINDINGS

15

Task3:Checkoutprocess(Ease)4.65

4.54.75

4.054.4

2.9

4.14.4

4.6

1

2

3

4

5



Dankso Sperry Ugg

• Theinclusion ofanaddressverificationfeaturecausedconfusion foranumberofparticipantsonVansandClarks,whowereunabletomovebeyond theshippinginformationbecausethesitedidnotofferawaytoproceed.

• Theseparationofthecheckoutprocess intosectionswasfoundtobetediousbyparticipantsonDankso,whodislikedthattheyhadtoclick“continue” toproceed toanewsection.SeveralparticipantsonSketchers noted thatthey likedhavingtoinputtheirinformationintoasfewsectionsaspossible.

(Vans):“YourwebsiteusesUSPSaddressverificationsoIwasforcedtostopbeforeevengettingtothebillingpage.Thatwastheonlybadpartoftheexperience.”– P20

(Dankso):“Ididn'tnecessarilycareforcontinuingto"Continue".Toomuchclicking.ButIdoliketheoptiontobesignedupforfuturemailings.”– P18

DETAILEDFINDINGS

16

Task3:Checkoutprocess(Efficiency)4.65 4.65 4.55

3.65

4.55

2.8

4.05 4.15

4.7

1

2

3

4

5



Dankso Sperry Ugg

• ThecheckoutprocessonNikeandSperrywasfoundtobesimilartopreviouse-commercesitestheparticipantshadvisitedandparticipants;however, severalSperryparticipantshaddifficultyseeingandinteractingwiththe“UseShippingAddress”function.

(Nike):“ThecheckoutprocesswasconsistentwithmostothercheckoutprocessesIhaveperformed.Therewasnothingdifficultorhardaboutcompletingtheprocess.”– P2

DETAILEDFINDINGS

17

UXFactor:Ease4.5

4.35 4.3 4.15 4.23.9

4.4 4.55 4.55

1

2

3

4

5



Dankso Sperry Ugg

• Thecomprehensive filtersystemandvisualdesignofthesitewerenotedbyparticipantsasfactorsthatmadeSperryandUgg easytonavigate.

• Thefiltersandsearchfunction enabledparticipantstofindproductswitheaseon[clientsite];however,mobileparticipants ratedtheeaseofthesitehigher thandesktopparticipants.

(Ugg):“AsImentioned,thephysicaleasewassupportedbythevisualeaseofthelayoutofthepage,thefont,colorandthebackgroundisaseasiestasIhaveeverseenandgreatlyappreciate.”– P15

[clientsite]“SmoothworkingwithallfiltersneededtofindexactlywhatIwaslookingfor.Fairlyquickpagechangesisgoodsotimespentwasshort.That'sahugepositive.”– P8

DETAILEDFINDINGS

18

UXFactor:Credibility4.6 4.6 4.75

4.454.75

4.24.55 4.5 4.65

1

2

3

4

5



Dankso Sperry Ugg

• Brandrecognition/popularity, prior experiencewiththecompany,and thesitedesignwerecontributingfactorsintoparticipants’overalltrustofthecompany.

• Thebrandrecognition, theNortonSecurity,andcheckoutencryptionwerenotedasreasonswhy[clientsite]wasdeemedcredible.

(Converse):“Becauseofthepopularityofthebrand,IfeelitisdefinitelyacompanythatIcantrust.”–P15

[Clientsite]:“IfeelthiscompanycanbetrustedbecauseitisNortonSecured.Productsarecoveredbya90-dayguaranteewhichIthinkisfair.Itallowsyoutopaywithpaypal ifyoudon'tfeelcomfortableusingyourcreditcard..”–P15

DETAILEDFINDINGS

19

UXFactor:Aesthetics4.45 4.4 4.55

4.254.6

4.3 4.454.75 4.6

1

2

3

4

5



Dankso Sperry Ugg

• ThevisualdesignofSperry,Ugg,andSketcherswasdescribedas“modern”, “simple”,and“clean”byparticipants,whonotedthelargeimagesofthesesitesenhancedtheiroverallexperience.

• Thevisualdesignof[clientsite] wasmetwithpositiveresponse frommobileparticipants,whofoundtheuseofcolorsandimagestobehelpful;however,somedesktopparticipantsweremorecriticalofthesiteanddidnot findittobe“stylish”or“fashionable”.

(Sperry):“Thewebsitewasveryaestheticallypleasing.Thecolorsandgraphicswerejustrightwithoutmakingthesitetoobusyortoostark.”– P7

[Clientsite]:“Thesiteisn'treallymytaste.Itdoesn'treallystrikemeasa"fashionable"typeofwebsite.Feelskindacheapandlow-end.Iwouldalmostexpecttofinddiscountbabytoyshereorsomethingsimilar.”– P7

DETAILEDFINDINGS

20

UXFactor:Speed4.5 4.5

4.3 4.3 4.24

4.55 4.65 4.55

1

2

3

4

5



Dankso Sperry Ugg

• Content organizationandproduct categorizationwerenotedasaleadingfactorinparticipants’feedbackonthespeedofcompletingtasksonSperryandUgg.

• Thefiltersandsearchfunctionwerenotedbyparticipantsonbothmobileanddesktopplatformsasfactorsinhelpingthemquicklycompletingtaskson[clientsite].

[Clientsite]“Theuseofthepopups,themenuchoicesandthefiltersmadeiteasytoshopandlookatdifferentoptions.Theshortcutsinthecheckoutmadeiteasytogetthroughthatprocess.”– P3

(Ugg):“Thelargehomepagephotos&categoriesmadeiteasytodecidewhereIwantedtogo.Thevisualsofeachshoeandthesmallercollectionofshoesofferedmadethechoiceprettyeasytomake.”– P10

DETAILEDFINDINGS

21

UXFactor:Delight

4.34.15 4.3 4.3 4.25

3.84.15

4.454.65

1

2

3

4

5



Dankso Sperry Ugg

• Theeaseoffindingashoetheywantedtopurchase, theeaseofthecheckoutprocess,andthevisualdesignofthesite,contributed totheoveralldelightparticipantshadonSperryandUgg.

• Theeaseofnavigationandwideselectionofshoeswerenotedbyparticipantsasfactorsinto theiroveralldelightwith [clientsite].Severalparticipantsnotedbeingsurprisedatthewideselectionofshoesdisplayedon thesite.

(Sperry):“Thesitereallyhadsomebeautifulpictures,itwaswellorganized.TherewasneverapointthatIwasfrustratedwhileIwastryingtolookattheshoesororderthem.”–P12

“Knowingthe[clientsite]style,myexpectationscominginwerelow.I'musuallyshoppingforwork/dressiershoesandfitnessshoes.Iwassurprisedtofindsomestylesthataresuitableforwork.”–P5

DETAILEDFINDINGS

22

[Clientsite]:Mobilevs.Desktop(UXFactors)4.9

4.1

4.9

4.3

5

3.9

4.7

4.3

4.9

3.7

1

2

3

4

5

Mobile Desktop

Ease Credibility Aesthetics Speed Delight

• Overall,themobile[clientsite]produced higher ratingsthan thedesktopversioninthe5keyUXfactorsandthethreecoretasksparticipantswereaskedtopreform.

• Mobileparticipantsfoundthesitetobewell-optimizedanduser-friendlywhencompletingtasks.

• Thevisualdesignofdesktopsitewasacriticalfactorfor2desktopparticipantswhodidnot findthesitetobe“spectacular”or“stylish”.

“Ihaveshoppedonmanyonlinesitesbothonalaptopandonmyphone.Ilikedthatthissitewasformattedforthemobileexperience,itmadeiteasytouseonmydeviceandIdidnothaveanydifficulties.Iwasdelightedwithhoweasyandintuitivethesiteistouse.”– P2

“AsImentionedbefore,thissiteisn'treally‘fashionable’tomeandIvaluestylishfootwearandmoreupscalelookingbrands.thissitedoesnotconveythattome.”–P6

DETAILEDFINDINGS

23

Nike:Mobilevs.Desktop(UXFactors)

4.1

4.64.4

4.8

4.1

4.8

4.1

4.9

3.8

4.5

1

2

3

4

5

Mobile Desktop


• Overall,thedesktopNikesiteproduced higher ratingsthanthemobileversioninthe5keyUXfactors.

• Desktopparticipantshadaneasiertimenavigatingthesitequicklyandefficiently.

Thevisualdesign wasnotedbysomemobileparticipantsaslackinginareasofcolorandimagery.

“Thiswebsitehaseverythingthatapersonneedsorwantsinawebsite.It'sclean,it'seasytonavigatethrough,whensearchingforshoestheoptionallowyoutonarrowyoursearchresultsveryeasily,addingitemstoyourcartiseasy,andthecheckoutprocessiseasy.”– P5

“Iselected3formyanswerbecausetheimageswerenotvibrantenoughtomaketheshoeslookasenticingasIBelievetheycouldlook.Someoftheimagesevenlookliketheyweretakeninblack-and-white.”–P2

DETAILEDFINDINGS

24

Converse:Mobilevs.Desktop(UXFactors)

4.3 4.34.6

4.9

4.44.7

4

4.6

4.1 4.1

1

2

3

4

5

Mobile Desktop


• Overall,themobileanddesktopConversesitewereequallyrankedineaseanddelight;however,thedesktopsiteperformedbetterincredibility,aesthetics,andspeed.

• Severalmobileparticipantsfoundthesite“glitchy”andunresponsiveattimes,makingnavigationdifficult.

• Theissueswithnavigation forsomemobileparticipantsinfluencedtheirtrustofthesiteandtheiropinionon theaesthetics.

“Mostlyquickly,norealproblemsexceptthatIstruggletoscrolldowninthebeginningandthatittookafewsecondslongerthanexpectedtoloadthedifferentpagesofthesite.”– P2

“IwassodistractedbynavigationIdidn'tnoticeanycolorsordesignelements.exceptthatweirdlineoneverypage.”– P9

DETAILEDFINDINGS

25

Vans:Mobilevs.Desktop(UXFactors)

4.4

3.9

4.7

4.24.3 4.24.5

3.94.1

3.4

1

2

3

4

5

Mobile Desktop


• Overall,themobileVanssiteproduced higher ratingsthanthedesktopversioninthe5keyUXfactors.

• Mobileparticipantsfoundthesiteeasytonavigateandfoundthefilterstobeespeciallyhelpfulwhensearching.

• Thecheckoutprocessand theabilityto findtheClassicSlipOnshoeswerenotedbydesktopparticipantsasareasthatcausedthemconfusionwheninteractingwiththesite.

“Definitelylikedthewebsite,particularlythenumberoffiltersfornarrowingdownchoices.Thatmadeitmucheasiertoshop.”– P8

“Thewebsitewaseasytobrowseanduse,howevertheaddressvalidationtoolwasamajorproblemandpreventedmefromactuallycompletingthepurchase.Therefore,thesitewaseasytouse,buttheshoppingcartandpurchasewasnot.”–P19

DETAILEDFINDINGS

26

Sketchers:Mobilevs.Desktop(UXFactors)

3.9

4.54.8 4.7

4.54.7

3.7

4.7

4

4.5

1

2

3

4

5

Mobile Desktop


• Overall,thedesktopSketcherssiterankedhigher thanthemobilesitein4outof5UXfactors.

• Mobileparticipantsnoteddifficultywiththecheckoutprocess andnoted thatthesearchand filterfeatures neededimprovement.

• Thebrightcolorsandclearimageswerenotedbybothmobileanddesktopparticipantsasfeaturestheylikedaboutthesite.

“IknewwheretogoandwhattodoandforthemostpartitwaswhatIexpected.ButhadissueswiththecheckoutandthesearchfeaturewasnotquiteasefficientasIwouldhaveliked.”–P3

“Thecolorsarevibrantandmakemewanttopurchase!”–P13

DETAILEDFINDINGS

27

Clarks:Mobilevs.Desktop(UXFactors)

3.7

4.14.3

4.14.3 4.3

3.8 3.93.8 3.8

1

2

3

4

5

Mobile Desktop


• Overall,thedesktopsiteperformedbetterthan themobilesiteineaseandspeed; however,themobileanddesktopwereequal inratingsforaestheticsanddelight.

• Thesearchfunctiondidnotmeettheexpectationsofmobileparticipants.

• Thecolor schemewasmentionedbybothdesktopandmobileparticipantsassomewhatblandorboring.

“Thesitewasn'texceptionallyeasyordifficulttouse.ThesearchfeaturecouldhavenarroweddownwhatIwaslookingformoreefficiently.Ididlikethefiltersthatcouldbeusedandhowspecifictheywere.Itwouldbeniceifwhenenteringnumericalinfoforanumberkeypadtoappear.”– P6

“Ithinkthesiteisalittledull,notbadbutnotreallyexcitingeither.”– P14

DETAILEDFINDINGS

28

Dansko:Mobilevs.Desktop(UXFactors)

4.24.5

4.8

4.44.34.6

4.44.7

3.9

4.4

1

2

3

4

5

Mobile Desktop


• Overall,thedesktopsiteperformedbetterthan themobilesitein4outof5keyUXfactors.

• Thesearchandfilterfeatureswerenotedbyparticipantsasdifficulttouseonthemobilesite.

• Thecredibilityofthedesktopsitewasinfluencedbythedifficulty1desktopparticipanthadduringthecheckoutprocess.

“Notexceptionallyeasy,hadproblemsgoingbackandinsteadhadtousethemainmenuwhentryingtosearchforshoes.Couldnotaddmultiplecategoriesofshoesinsearch,hadtosearchpercategoryonly.Pagealsodoesnotconformtomobilephonesize,willstillhavetoshrinkthepagesmanuallyassomecanbelargerthanwhatthescreensizeis.”– P4

“Becauseofthesesmallproblemsthatwereexperiencedonthewebsite,Ifeelthatthecompanyshouldhavelookedattheirsitebeforepublishingitandbecauseofthat,itmakesmefeelthattheydon'tputemphasisoncheckingthingstomakesureallisworkingcorrectly.”- P19

DETAILEDFINDINGS

29

Sperry:Mobilevs.Desktop(UXFactors)4.6 4.54.4

4.64.7 4.84.7 4.64.64.3

1

2

3

4

5

Mobile Desktop


• Overall,themobilesiteperformedbetterthan thedesktopsitein3outof5UXfactors.

• Somedesktopparticipantsnoteddifficultyaddinganitemto theircartandthecheckoutprocessthatimpactedtheoveralleaseandspeedofthesite.

• Mobileparticipantsnotedthesitewaswell-optimizedfortheirphoneandcompletedtaskswithease.

“IthinkthecheckingorverifyingofcreditcardinfoshouldbedonebeforethefinalreviewpageandnotafterclickingonSubmitOrder.”– P15

“Usingmyphonetoshopisn'tmyidealwaytoshopbecauseIcan'tseethedetailsaswellandmyfingerisn'tasquickasalargerscreen;howeverthiswaseasytouseandveryefficient.”- P6

DETAILEDFINDINGS

30

Ugg:Mobilevs.Desktop(UXFactors)4.5 4.64.6 4.74.6 4.6

4.44.74.7 4.6

1

2

3

4

5

Mobile Desktop


• Overall,thedesktopsiteperformedbetterthan themobilesitein3outof5UXfactors.

• Thevisualdesign ofthesitewasnotedbybothmobileanddesktopparticipantsasappealingandeasytonavigate.

• Thespeedratingformobileparticipantswasinfluencedby1participant’suncertaintyoffindingshoesappropriateforwork,whileanotherparticipantrequestedthatanumerickeypadbeaddedduringthecheckoutprocess.

“Thelargehomepagephotos&categoriesmadeiteasytodecidewhereIwantedtogo.Thevisualsofeachshoeandthesmallercollectionofshoesofferedmadethechoiceprettyeasytomake.”– P10

“ItreallydependsonwhatIwaslookingfor.ItmightbedifficultifI'mlookingforworkshoes,butperhapsnotifI'mlookingforaspecificstyleorcasualshoes.”–P2

DETAILEDFINDINGS

31

CoreTaskRatings:MobileandDesktop

4.6 4.74.2

4.8 5 4.94.6 4.7 4.9

0

1

2

3

4

5

6

Task1 Task2 Task3

Enjoyment Ease Efficiency

Mobile

4.43.9

3.5

4.8

4.2 4.44.8

4.14.4

0

1

2

3

4

5

6

Task1 Task2 Task3

Enjoyment Ease Efficiency

Desktop

DETAILEDFINDINGS

32

NetPromoterScore:[ClientSite]

Detractors (0-6) Passives (7-8) Promotors (9-10)

10% 25% 65%2 5 13

Net Promotor Score = 55How likely are you to recommend this site to a friend or colleague (0=Not at all likely, and 10=Very Likely)?

*For more information about Net Promoter Scores, see here and here.

DETAILEDFINDINGS

33

NetPromoterScore:Nike


10% 20% 70%2 4 14



DETAILEDFINDINGS

34

NetPromoterScore:Converse


10% 10% 80%2 2 16



DETAILEDFINDINGS

35

NetPromoterScore:Vans


25% 15% 60%5 3 12



DETAILEDFINDINGS

36

NetPromoterScore:Sketchers


20% 25% 55%4 5 11



DETAILEDFINDINGS

37

NetPromoterScore:Clarks


25% 50% 25%5 10 5



DETAILEDFINDINGS

38

NetPromoterScore:Dansko


15% 30% 55%3 6 11



DETAILEDFINDINGS

39

NetPromoterScore:Sperry


0% 30% 70%0 6 14



DETAILEDFINDINGS

40

NetPromoterScore:UGG


10% 15% 75%2 3 15



NEXTSTEPS

Furtherresearchopportunities- general

41

• Continuequarterlybenchmark testingvs.competitors touncoverissuesandsuccessesovertime.

• Competitor testingwiththebestandworstrankedtouncovermoredetailedfindings onwhatworksandwhatdoesn’twork.

• Testanyfuture iterationsofspecificprocessestodiscoverchangesintheoveralluserexperience.

NEXTSTEPS

• Competitor StudywithSperryand/orUgg,focusingonareasofsitenavigation,checkoutprocess,andsitedesign.Thoughthemetricsrevealonlyslightdifferencesintheratings,SperryandUgg seemedtobeconsistentthroughoutascompetitorsof[clientsite] inareasofsitedesignandthecheckoutprocessespecially.[Clientsite],Ugg,andSperrysharesimilaritiesinthenumerickeypadandauto-fillforcity/stateinfointhecheckoutprocess,whichparticipantsfoundmadetheprocesseasierandnoticedwhenthatfeaturewasmissing.Also,Ugg andSperry'sclean,modern,minimaldesignwiththelargeimagesandsoft/mutedcolor schemealsogarneredpraisefromparticipants.

• ImpressionsStudy– Oneofthebiggestchallenges[clientsite] facesistheoccasionalperception ofitsproductsasugly,notstylishoralimitedselection.Thiswasasentimentsharedbyseveralparticipantsandseemedtobemostnoticeableinthedesktopparticipants’feedback.It'dbeinterestingtotrackthegeneralperceptionof[clientsite] priortointeractingthesitevs.afterinteractingwiththesitebecauseseveralparticipantsmentionedthattheyweresurprisedatthewideselectionofshoes[clientsite] hastooffer.Thisstudycangiveparticipantsabettersenseofthestyleselectionsofferedforvariousdemographicsandpromptthemforareasofsitedesign/improvement.

• Mobilevs.DesktopStudy.Surprisingly,asmentioned onslide32,themobilesitewasoutscoring thedesktopsitewhichisunusual. Itwouldbeworthwhiletoseewhatparticipantsarelikingandfindingusefulabout themobilesiteandincorporatingthatintoyour[clientsite].

Furtherresearchopportunities- specific

STUDY DETAILS

Participantdemographics

43

• 180participantswereincluded inthestudy(90Desktopand90Mobile) fromtheUserTesting panelwhomakepurchasesonline.

• Device:10Desktop,8iOS,and2Android (foreachwebsite).

55

125

Male Female

Gender

48

132

<40k 40-100k

Income

62 6553

30-39 40-50 50+

Age

fortune 500 footwear industry client detailed findings

Documents