A three-part user testing sequence evaluating a brand new “big swing” PDP design.
- Role
- Lead Researcher
- Industry
- Fitness
- Year
- 2023
- Agency
- Roboboogie
Impact
Understood user behaviors, motivations, and friction points through research
Identified opportunities to improve the product detail page experience and increase confidence in purchase decisions
Connected customer insights with conversion goals to guide optimization decisions
Process
A mixed-method research program evaluating a high-value ecommerce product page.
Phase 01Context & Background
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Context & Background
- Test 1: Checkout Flow Moderated User Test
- Test 2: Existing PDP Baseline Unmoderated User Test
- Competitive Audit: High-Value Product Pages
Context & Background
- Test 1: Checkout Flow Moderated User Test
- Test 2: Existing PDP Baseline Unmoderated User Test
- Competitive Audit: High-Value Product Pages
Phase 02Design & Validation
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Design & Validation
- High-fidelity, bluesky PDP prototype design created by Lead Designer, incorporating findings from Phase 1
- Test 3: PDP Prototype Unmoderated User Test
Design & Validation
- High-fidelity, bluesky PDP prototype design created by Lead Designer, incorporating findings from Phase 1
- Test 3: PDP Prototype Unmoderated User Test
Phase 03Iterate & Impact
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Iterate & Impact
- Report 1: low-lift immediate improvement recommendations for existing PDP
- Report 2: prototype iterations made for higher lift implementation and development of new PDP design
Iterate & Impact
- Report 1: low-lift immediate improvement recommendations for existing PDP
- Report 2: prototype iterations made for higher lift implementation and development of new PDP design
Evaluating the Existing Experience
Test 1: Checkout Flow Moderated User Test Test 2: Existing PDP Baseline Unmoderated User Test The first two tests evaluated the existing checkout flow and product page in an effort to reach a baseline understanding of performance with users. Test 2 specifically focused on user comprehension of the hardware/software relationship between NordicTrack products and their subscription workout content platform, iFIT.
Creating a New Premium Experience
Competitive Audit: Looking at other high-value product pages After synthesizing data from our first two tests and strategic recommendations from the competitive audit, our Lead Designer created a prototype of a new product page that aimed to have better user comprehension of the hardware/software relationship.
Testing the Prototype Against the Current Experience
Test 3: Premium PDP Prototype Unmoderated User Test Our third and final user test evaluated the premium PDP prototype using the same questions and format as Test 2 in order to have a direct comparison. User comprehension of the hardware/software relationship was higher than it was on the existing PDP, and several participants had “Wow!” moments about the quality of the content.
Low-lift Improvements Implemented
The client adopted several of our low-lift improvements recommended in our final report. One recommendation was to add helpful contextual info to related products in the shopbox, allowing for an easier comparison experience. This change is reflected in the current live version of their PDP.