TV commercials, package inserts, website, brick-and-mortar stores …

Customer experience optimization: Mister Spex is testing all touchpoints

UX services

UX testing

User research

Packaging tests

Mystery shopping

Advertising pretests

Every digital company must be user-centered down to its very core.

Customer

Mirko Casper
CEO
Mister Spex

Would you like to optimize customer satisfaction not just at individual touchpoints, but throughout the entire customer journey?
And increase traffic, conversion rates, and repeat purchase rates in the process?

Mirko Casper, CEO of the online optician Mister Spex, has also recognized that a successful company must tailor the entire customer journey precisely to the needs of its target audience in order to stand out from the competition.
In-depth knowledge of the target audience is essential for this, which is why all user touchpoints should be tested.
Userlutions continuously supports Mister Spex on this journey.

Methodology

Success with usability testing along the customer journey

Mister Spex tests the user-friendliness of all touchpoints.

To ensure that usability testing was seamlessly integrated into product development, the testing processes were kept fast and agile. Userlutions identified all key touchpoints along the customer journey. In 11 projects to date, user tests have been conducted on the newsletter, promotional brochures, and the online store (both desktop and mobile), among other things. User research was also conducted prior to the store’s opening in Berlin.

Advertising pretests

TV tests for better advertising impact

Increase advertising efficiency and achieve campaign goals

Mister Spex markets its range to a large and diverse audience with an annual TV commercial. To ensure that the advertising message is perceived correctly and that the campaign objectives can be achieved, they test the commercial on their target group before it is placed.

In-store testing

How user research helped the successful opening of the Mister Spex store

Making safe decisions about the store’s concept

In February 2016, Mister Spex ventured into bricks-and-mortar retail. Before opening its store in Berlin, Userlutions conducted user research with the Mister Spex target group to find out what customers want from offline retail. 24 people answered questions about their eyewear purchasing behavior and what is important to them when it comes to an optician’s customer service. This determined the ideal layout of the store and optimization of the customer service.

Mister Spex received the iF Design Award in 2017 for its innovative store concept.

Packaging tests

Inserts tests help to optimize returns

Increase customer satisfaction with a clear return slip

One of Mister Spex’s offers is that several pairs of glasses are ordered for fitting and the individual lenses are only added afterward. This makes returns a complex process that requires a clear explanation. Userlutions carried out packaging and insert tests to ensure a good customer experience.

We run test after test with RapidUsertests and their team of experts: landing pages, checkout pages, product detail pages, promotional materials, TV commercials, and package inserts —and that’s how we won the Shop Usability Award together.

Customer

Hannes Schröder
Head of Product
Mister Spex

Our services

Curious? Here’s how we can help you

Thanks to this ongoing collaboration, the results of previous tests are incorporated into every project, enabling efficient usability testing. Mister Spex uses the insights gained from optimization projects and RapidUsertests for internal training. This helps provide new employees with a detailed understanding of the target audience, and the company operates in a user-centered manner down to the smallest detail. Here’s how we can support you, too: