uxcamp vienna 2015 talk: better user experience through user research
TRANSCRIPT
Better User Experience Through User Research
(Examples from 2 Start-ups)
Lotte Larsen & Nina Bordetwww.mindberry.com
Insights you are alreadysitting on
Chat Transcripts
Can you send the dress for a trial fitting (just to be
„absolutely sure“ that it fits)?
Hi, what do I do in case I realize the dress does
not fit?...Can I order the same dress in
different sizes?
„Will the dressfit?“
a
Customer Support Team
What happens in case ofstains or damages?
Some FREE tools forpriceless insights
Visitor IntentSurvey
www.iperceptions.com/en/4q
Welcome!
Your opinion is important.After your visit, would you be willing to answer 4 quick questions?
It‘s easy to participate:Click the „Yes“ button to continue your visit as intended. When done retrieve the window remaining on your desktop and complete the brief questionnaire.
Thank you for your help!
Yes No
REASON OF VISIT?
Inspiration for event
Other
Compareprices
Rent a dress
Task completed
Task NOT completed
xWHY NOT?
TASK COMPLETED?
OPEN QUESTIONS!!!
*Please let us know why you were not able to complete your task today?
*
WHY NOT?
„I could not find what I was
looking for“
„I am looking for a prom dress“
„I want longsleeves“
Visitor feedbackSurvey integration on the website
Did not find your dream
dress?What kind of dress
were you looking for?
Type of dress?Designer?What is the occasion?
SEND WISH
Did not find your dream
dress?What kind of dress
were you looking for?
Type of dress?Designer?What is the occasion?
SEND US YOUR WISH
Thanks!
Your email address
START DREAM DRESS ALARM
Should we contact youas soon as we haveyour dream dress?
Thanks!Should we contact you
as soon as we haveyour dream dress?
Your email address
START DREAM DRESS ALARM
Dream dressalarm
activated
Exit Surveye.g.: Hotjar or qualaroo.com (2 week free trial)
Quick question before you go:What prevented you from rentinga dress today?
Quick question before you go:What prevented you fromrenting a dress today?
Customer Email SurveysEmail with link to a survey
(e.g.: Typeform)
Email invitation toparticipate in a
survey with a link to the survey
OPEN QUESTION!!!
*What would convince you to rent dresses more often from Laremia?
*
„Cheaperprices“
„Biggerselection“
*What would convince you to rent dresses more often from Laremia?
*
„Is it good value for themoney?“
We added the rentalprice per day
We added a 100% money back guarantee for all
unworn dresses
Session-Replayse.g.: Decibel Insight or Inspectlet
Problems with using
filters
„How can I filterresults?“
Filter section before: Filter section after:
5 Second Testse.g.: fivesecondtest
5 Second Test
49
Imagine, you are looking for high quality bed sheets.
Show picture
5 Second Test
50
Imagine, you are looking for high quality bed sheets.
5 Second Test
51
What can you buy on this website?
5 Second Test
52
What can you buy on this website?
What can you buy on this website?Did you notice that you can configure your own bed sheets?What do you think is a bed sheet configurator?Did you notice that you can browse by brand in the top navigation?
5 Second Test
53
What can you buy on this website?
Did you notice that you can configure your own bed sheets?
5 Second Test
54
Imagine, you are looking for high quality bed sheets.
Did you notice that you can configure your own bed sheets?
no
yes
The option to design/configureyour own bed sheets is often not
noticed.
55
56
Home page before:
Home page after:
Have some spare moneyleft?
Usertestinge.g.: rapidusertests.com or usertesting.com
BEHAVIOR THOUGHTS
„Hmmm, whycan I not click
here?“
„Why do I haveto register?“
„Which filter do I choose for a multi-
colored dress?“
Usertesting
„I‘d prefer to skipregistration“
„Why do I have toregister?“
registration
• Zahlungsmethoden
64
Usertesting
Product details areimportant for
purchase decision, but often overlooked
„Where do I find productdetails?“
65
66
Product page before: Product page after:
67
Usertesting
„This is probablysomething very
special, since it hasa high price“
„Is it good value for themoney? “
Happiness guarantee
Belsonno qualitypromise
Belsonno best priceguarantee
Free consultations
Free samples
Free shipping andreturns
30 day money back guarantee
+250%
orders
3 months
+300%
orders
4 months
www.mindberry.com@mindberryCRO
www.mindberry.com/newsletter
Lotte Larsen
Nina Bordet
THANK YOU!