Understanding Customer Behaviour to Design for a Specialist Audience

Kaleidoscope wanted to understand the shopping experience of their customers. So, they brought Bunnyfoot on board to assist them.

The Objectives

The main things they wanted to achieve were:

  • To understand how a typical user undertakes key tasks
  • What the key areas for improvement were
  • To identify quick wins in order to optimise the site’s existing design
  • To gain insights to inform future redesigns

The Work

Kaleidoscope was an interesting experience of retail e-Commerce. They aim to provide an intimate, boutique shopping experience, yet with all the choice of a department store. Their audience traditionally shop through catalogues and are not very experienced online. This is a perfect example of where user testing can help to bring a great experience to a unique customer base.

Participants were chosen from established Kaleidoscope customers, using a combination of the catalogue and the web all within the last year.

A closed card sorting exercise helped uncover some navigation and terminology issues that could improve the website. Bunnyfoot then conducted one on one user testing with eye tracking on the existing site.

Pre and post test questionnaires examined the views towards shopping online and directly relating to their experience on the Kaleidoscope website. During the user testing, users were asked to navigate through the problem sections with specific tasks. Think aloud protocol was used to gauge responses as they moved through the site to give more qualitative views for the clients watching in the Observation Suite.

Heatmaps demonstrated how participants interacted with the website in the first 60 seconds. The left heatmap shows how older participants noticed the filters less than younger participants (right heatmap)

The Results

  • Rich qualitative feedback of the experience and user journeys
  • key areas identified for change
  • Eye tracking provides clear feedback on how white space and images can be used to enhance the user journey
  • Card sorting uncovers a better use of language and ordering of filter options would increase use of key tools.
  • Recommended highly actionable results, such as simple text and image changes
  • Full report of issues and resolutions to inform design changes

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