Online Shopping Usability Case Study

Business Objective:

An online shopping service required feedback on their website from online shoppers in order to make the site easier to use and increase the volume of online orders.

Research Objective:

Research was designed to obtain shopper feedback on aspects of using the site such as:

• Ease of navigation
• Ease of completion of assigned tasks
• Content expectations and impressions 

Methodology:

Shoppers were recruited to a qualitative research facility to participate in usability labs.  A qualitative researcher observed respondents as they navigated the site and discussed their experience with them.

The Result:

The learnings were used to drive multiple changes (large and small) to the site, including navigation as well as the layout and nature of the content.