The Challenge

A leader in online retailing wanted to test a new shopping UX to understand the impact on brand perception, competitor differentiation, conversation & upsell behaviour.

The Solution

Task-driven moderated usability test with eye-tracking, including a post shop satisfaction survey.

Respondents were instructed to conduct an online shop to assess purchase behaviour. Eye-tracking technology was used to provide insights into unconscious behaviour. A qualitative depth interview was conducted after the task to explore experience to determine motivations & barriers and usability issues.

The Outcome

​An end-to-end assessment of the UX journey. Visualisation in the form of heatmaps, gaze plots, fixation data, and video footage of shopping experience were provided in the final analysis to support the key findings and recommendations.