How Caparol was able to test existing hypotheses and convince stakeholders
UX services
User research
UX testing
Understanding of target audiences
B2B
What was particularly valuable to us was the external validation of our previous assumptions. This gives us internal support and guidance for the next steps.
Customer
Jasmin Knauer
User Experience & User Interface Designer
Caparol / DAW
From gut feelings to informed decisions
The Caparol team wanted to get a clear picture of how different target groups use the Caparol website—and where they run into difficulties. Although there were already some isolated survey results available internally, these were only based on random samples. The goal was to gather feedback from real users in order to test existing assumptions and gain an outside perspective.
The key question was:
What information do users really need—and how should a website be structured so they can find it quickly and easily?
The insights gained from the interviews should then be incorporated into the user-centered optimization of the website.
Understanding target audiences—in a real-world context
We surveyed 20 real users with experience using Caparol products.
Our methodology: qualitative remote in-depth interviews combined with user observation of the German Caparol website and a comparison with the Austrian Synthesa website.
- 10 painters, 10 architects
- Some had very specific requirements, such as historic preservation.
- 45-minute sessions
- Focus on usage contexts, information needs, navigation, and areas for improvement
Project timeline
Recruitment of participants in close coordination with the DAW team
Design of the interview guide
Moderating the interviews
Analysis and synthesis of findings
Presentation of results
Externally validated: when findings provide assurance
The results confirmed many internal assumptions—but also provided new insights for optimization.
Some findings:
- Painters are short on time and want to go straight to the products and product information they’re looking for.
- Architects prefer to work with dedicated points of contact and rely on references to confirm that Caparol is suitable even for more complex projects.
- For both, good navigation is crucial—and there is a desire for personal contact.
This allowed Caparol not only to validate existing assumptions, but also to approach internal discussions in a more objective manner and set priorities. The findings are currently being incorporated into the optimization of the website.
When is this approach appropriate?
This type of user research (moderated interviews combined with UX tests of the website) is particularly well-suited for the following situations:
- Validate existing assumptions and reinforce them with an outside perspective
- Find out what information the target audiences really need—and how they search for it
- Get a solid basis for decision-making regarding website optimization or a redesign
- Resolve internal disagreements by adopting an objective perspective to keep the discussion impartial
- Ensure that users are properly engaged through digital communication on the website.
Feel free to contact us if you’d like to learn more about our approach:
Where do you want to start? Let’s talk—no strings attached.
Birgit Bärnreuther
Head of Consulting
+49 30 / 544 870 24
(Mon–Fri, 9 a.m.–6 p.m.)
Birgit Bärnreuther, Head of Consulting
+49 30 / 544 870 24
(Mon–Fri, 9 a.m.–6 p.m.)