Customer experience optimization: Mister Spex is testing all touchpoints
TV commercials, package inserts, website, offline stores…
Customer experience beats user experience
“Every digital company must be user-centered down to the last fiber.”
Mirko Caspar, CEO, Mister Spex
Would you like to optimize customer satisfaction not only at specific touchpoints, but along the entire customer journey?
And increase traffic, conversion rate and repurchase rate in the process?
Mirko Casper, Managing Director of the online optician Mister Spex, has also recognized that a successful company
must align the entire customer journey precisely with the requirements of its target group in order to set itself apart from the competition.
In-depth target group knowledge is essential for this, which is why all user contact points should be tested.
Userlutions accompanies Mister Spex continuously on this path.
Facts about the project
| Customer | Mister Spex |
| Duration | continuously since January 2012 |
| Method | All-round optimization of the customer experience |
| Result | Continuous improvement of the CX |
Success with usability testing along the customer journey
Mister Spex tests the user-friendliness of all touchpoints
The testing processes were kept fast and agile in order to ideally integrate the usability tests into product development. Userlutions identified all key touchpoints of the customer journey. In 11 projects to date, user tests of the newsletter, advertising brochures and the online store (both desktop and mobile) have been implemented. User research was also carried out before the physical store opening in Berlin.
All touchpoints of the customer journey can be
tested for usability
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.
Advertising impact tests to test the perception of the target group
Browse on your smartphone, try on virtually on your laptop, buy on your tablet
User-centered Design won the Shop Usability Award
The Mister Spex online store is also continuously optimized based on user feedback to achieve the best possible results. Usability tests were carried out on desktop, smartphone and tablet in over 40 independent RapidUsertests, some of which were also carried out in collaboration with our UX consultants. Every customer journey is different, which is why the store must function in a user-friendly way on all devices.
Due to the user-centered orientation of their company, Mister Spex was even awarded the Shop Usability Award.
Mister Spex optimizes the online store with RapidUsertests
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.
Userlutions conducted CX tests in retail for Mister Spex
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.
Mister Spex explains the complex returns system with easy-to-understand inserts
Tests along the customer journey
“We test up and down with RapidUsertests and their team of experts: Landing pages, checkout, product pages, advertising material, TV commercials, package inserts – that’s how we won the Shop Usability Award together.”
Hannes Schrödter, Head of Product, Mister Spex
Conclusion: A successful online store with holistic CX optimization along the customer journey
Thanks to continuous collaboration, the results of previous tests are incorporated into every project, which enables efficient usability testing. The findings of the optimization projects and the RapidUsertests are used by Mister Spex for further employee training. New employees can thus be given a detailed picture of the target group and the company works in a user-centered manner down to the smallest detail.
Curious?
Would you also like to align the entire customer journey with the requirements of your target group? Or would you like to find out more about your target group in general?
Contact us and together we will find a solution that suits your challenges.
Are you interested in working with us or do you have any questions?
We offer free and non-binding consultations
Birgit Bärnreuther
Head of Consulting
030 / 544 870 24
(Mo to Fr, 9am to 6pm)
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