Moderated UX tests on brand perception
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Eliminate conversion killers and uncover UX potential
Delizio is one of Switzerland’s leading manufacturers of coffee capsules and capsule machines. Since 2016, the company has been selling its products not only through brick-and-mortar stores but also through its own online store. Although the shop was designed based on UX best practices, it had never been subjected to UX testing with the target audience. Delizio now wanted to close this gap in order to finally realize its full UX potential.
Delizio went into the UX tests with these questions in mind:
- How is the brand perceived in the online store—especially compared to how it is perceived in brick-and-mortar stores?
- Where can they make UX adjustments? How can they better engage their customers?
- What conversion opportunities are not yet being fully realized?
When conducting and evaluating the moderated remote tests, Delizio relied on the expertise of NETA, M-Industrie’s Digital Competence Center, in collaboration with our UX specialists. The UX department in charge had already had very positive experiences with our clear methodology and detailed optimization recommendations in several previous projects.
Flexible, moderated remote tests with Swiss coffee drinkers
Conducting the tests using the RapidUsertests tool
After coordinating the test design with NETA and Delizio, we began recruiting test subjects through one of our recruitment partners.
The requirements:
- 10 existing customers who already own a Delizio machine that they purchased at a brick-and-mortar store
- 10 participants who were not previously familiar with Delizio but drink coffee regularly
- A balanced distribution of age and gender among the test subjects
This project clearly demonstrated the great potential and flexibility of our moderated remote tests. Unlike in unmoderated tests, our UX specialist was able to ask specific follow-up questions to gain an even better understanding of the users. At the same time, conducting the test remotely is significantly more cost- and time-efficient than traditional lab tests. Furthermore, this testing format allows silent observers to watch from anywhere in the world. In this way, we provide geographically dispersed and international teams with unique insights into their users’ behavior and experience.
Christian Puckert, Head of User Experience at Delizio, also observed some of the tests so that he could get a firsthand look at how they were conducted and identify the typical pain points users experience.
We subsequently summarized our findings in a detailed presentation that included recommendations for action. A prioritized Excel list of the identified opportunities is now helping Delizio implement these optimizations.
Online stores outperform brick-and-mortar retail
Here are some of the many insights Delizio was able to gain from the tests:
- Brand perception online vs. in brick-and-mortar stores: Since competing products often distract from the Delizio brand in brick-and-mortar stores, the brand’s online presence performed significantly better than its brick-and-mortar presence.
- Product variety: The wide selection of different products in the online store was viewed positively compared to the limited selection in brick-and-mortar stores.
- Checkout and Shopping Cart Optimizations: On the desktop version, users did not always receive visual confirmation when they added an item to their shopping cart, which confused them.
- Conversion Potential: The homepage lacked a clear focus on the call-to-action leading directly to the online store. In addition, some users found the product lists difficult to navigate.
- Too few registration options: The requirement to register with the Migros umbrella brand’s single-sign-on portal deterred many test participants from making a purchase. Optimizing the communication of benefits and offering guest access could unlock additional potential here.
The findings report and prioritized checklist outline the optimization roadmap
We summarized the findings of the UX tests in a clearly structured presentation consisting of 71 slides, with a clear ranking of the areas with the greatest potential.
In addition to the presentation, a prioritized checklist of the most promising optimization levers now supports Delizio / NETA in their development efforts.
During the moderated usability tests, we received excellent support from start to finish—from recruiting participants to consulting on test design and execution, all the way through to presenting the results and prioritizing areas for improvement. The tests identified key pain points, including improvements that could be implemented in the short term. The test budget was therefore very well spent.
Customer
Christian Puckert
Head of User Experience
NETA / Delizio
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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.)