Pushing On Better Customer Satisfaction

Pushing On Better Customer Satisfaction

A leading consumer goods company contacted QualiTest as they wanted to assess user expectations in their websites.

Business Needs and Objectives:

A leading consumer goods company contacted QualiTest as they wanted to assess user expectations in their websites. This was focused around user navigation and how the users were able to find the products within each website.

The challenge was to identify the right participants to allow true representation of the client end consumers. Their goals were involved in the end user having a quality visit, including:

  • Avoiding complicated tasks and flows in the website
  • Achieving each one of the tasks and flows in good time
  • Experience flawless website functionality

The QualiTest Solution:

Our solution architect initially provided consultancy to our client through the following:

  • Defining a comprehensive approach to validating user experience
  • Scoping objectives for the test
  • Identifying simple tasks for the participants to check as part of the test
  • Test setup
  • Test tracking

Our solution architect scoped the tests for the client and delivered the end report for the test. This included:

  • Defining a survey and test scope for the test to meet client needs
  • Recruiting the participants in different locations to match client demographics – 45 participants in 3 of the different client global locations
  • Setting up the test for all participants, explaining the targets of the test and describing all the needed user journeys in scope. Defining timelines and expected delivery for receiving results from the participants
  • Communicating with the participants throughout the test execution and handling any technical issues
  • Collecting all information regarding any functional issues the participants have found as part of the test. Triaging all the defects found: verifying severity for issues, removing duplicated defects, validating information within the defect, making sure all pictures and videos attached to the defect are attached and describing the defect found
  • Designing user experience report including conclusions and recommendations for improvements

QualiTest recommends to always have a benchmark phase to allow tracking improvements in user experience after changes to the system under test were made.

QualiTest recommends to always have a benchmark phase to allow tracking improvements in user experience after changes to the system under test were made. QualiTest delivered a detailed report including recommendation to the client to consider for improving the end user experience. We recommended that the above objectives be met through the delivery of tailored user experience tests:

  • Finding the right demographic participants for the client
  • Identifying weaker areas in the user experience
  • Allowing the participants to explore the system under test and give a genuine review

Key Benefits:

  • QualiTest provided extensive experience and senior consultants who know to identify weak areas in user experience
  • Our consultant was able to provide the end user demographic in each location in the test
  • As this is an unsupervised remote user experience testing – the testing was scoped in two weeks which allow fast delivery of results and conclusions. Results were delivered within a fortnight from test start date
  • As part of this test 186 new defects were raised to be fixed in the different websites
  • We were able to identify different trends in user opinion – certain age groups and education background gave lower than average score to different aspects of the website
  • The results presented are not reflecting just one individual opinion but the client end user demographic or actual end consumers
  • The average number of steps to complete a flow in the website was reduced by 3 in average
  • After the engagement, the client improved the search functionality allowing users to easily find the needed products, avoiding presenting unrelated results
  • Ultimately our client was able to identify issues within the user experience and functional issues that were not identified before the test.
  • Lower drop – off rate and increased potential revenues
  • See what local consumers think about the product
  • Encourage others to try the product
  • Shorter workflows through the site
  • Identifying trends in user opinion – targeting improvements with the end consumer