Designing a layout for a specialist audience

The Objective:

  • Understand the shopping experience and how a typical user undertakes key tasks
  • Concentrate on key areas for improvement
  • Identify quick wins to optimise the site's current design
  • Inform for the future redesign

The Results:

  • Rich qualitative feedback of the experience and user journeys
  • 4 key areas identified for change
  • Eye tracking provides clear feedback on how white space and images can be used to enhance the user journey
  • Card sorting uncovers a better use of language and ordering of filter options would increase use of key tools.
  • Recommended highly actionable results, such as simple text and image changes
  • Full report of issues and resolutions to inform future redesign

The Work

Kaleidoscope was an interesting experience of retail and ecommerce. They aim to provide an intimate, boutique shopping experience, yet with all the choice of a department store. Their audience traditionally shop through catalogues and are not very experienced online. This is a perfect example of where user testing can help to bring a great experience to a unique customer base.

Participants were chosen from established Kaleidoscope customers, using a combination of the catalogue and the web all within the last year.

A closed card sorting exercise helped uncover some navigation and terminology issues that could improve the website. Bunnyfoot then conducted one on one user testing with eye tracking on the existing site.

Pre and post test questionnaires examined the views towards shopping online and directly relating to their experience on the Kaleidoscope website. During the user testing, users were asked to navigate through the problem sections with specific tasks. Think aloud protocol was used to gauge responses as they moved through the site to give more qualitative views for the clients watching in the Observation Suite.

Interaction variation between different ages
The heatmaps above show the first 60 seconds participants interacted with the website. The Left heatmap shows how older participants noticed the filters less then younger participants (right heatmap).

The results mainly highlighted how the Kaleidoscope customer shops differently on the internet to most users. Their age may account for some lack of confidence on the internet, but also their pre-learnt catalogue skills play a big part in how they use the web. The participants mostly shopped by image, flicking through each page rather than searching or filtering.

Read enough? Get in touch...

Contact Caroline Bentley to discuss your needs:
0207 608 1670 more@bunnyfoot.com

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