Usability Testing (Remote)

The Purchase Trap

Research Question: Some customers were struggling to complete their purchases online and had to call to complete the sale. Why were they struggling?

Plan: Use ethn.io to recruit online shoppers to participate in a usability test of our purchase process.

What We Learned: Shoppers were frequently getting confused and stuck around adding Maintenance to their purchase. They didn’t know what it was, or how to get past it if they didn’t want it.

Outcome: The Web UX Designer used what we learned to create a simplified version of the checkout experience (particularly the information about Maintenance). This meant that more people were able to successfully complete their purchases online without having to call in or give up.