Testing and Analysis
- Targeted Participant Recruitment: Testers were carefully selected to include existing Cue customers as well as individuals who closely matched the profile of potential future customers.
Stage One
Existing website testing
Stage Two
Design Testing
Stage Three
Staging Testing
About the Company
Cue is a well-established bricks-and-mortar clothing retailer with a strong presence across Australia. While the brand has long been successful in its physical retail offering, there were emerging concerns that the website’s user experience was not meeting expectations. It was suspected that these digital shortcomings could be limiting online sales and customer engagement.
Objectives
- Identify Areas for Incremental Improvement: Highlight specific aspects of the website that could be refined to enhance the overall user experience.
- Leverage Brand Strength: Uncover missed opportunities to integrate and reinforce Cue’s strong brand identity throughout the online user journey.
Results
- Validated Client Concerns:
Confirmed the client’s initial suspicion that the website was underperforming in terms of user experience and engagement. - Supported a Phased Approach:
Findings showed the site was functional enough to support progressive, targeted improvements rather than requiring an immediate full rebuild. - Strategic Flexibility:
Advised that while incremental upgrades are viable, a more extensive redesign could deliver greater long-term value if aligned with broader strategic objectives.
Discovery and Research
- Collaborative Test Planning: Worked closely with the client to design a test plan focused on capturing meaningful insights across the core user journey — from first impressions through to completing a purchase.
- User Journey Evaluation: Observed how participants interacted with the website, identified pain points, and assessed the ease of completing key tasks.
- Post-Test Survey: Conducted a follow-up survey to gather UX metrics and understand the relative importance users placed on a range of potential website enhancements.
Discovery and Research
- Collaborative Test Planning: Worked closely with the client to design a test plan focused on capturing meaningful insights across the core user journey — from first impressions through to completing a purchase.
- User Journey Evaluation: Observed how participants interacted with the website, identified pain points, and assessed the ease of completing key tasks.
- Post-Test Survey: Conducted a follow-up survey to gather UX metrics and understand the relative importance users placed on a range of potential website enhancements.
Findings
- Moderate Overall Experience: Testers reported an average experience with the website — it functioned well enough for straightforward purchases but lacked ease of use for browsing and discovery.
- Limited Support for Exploration: Scouting for new items or exploring the full range of content felt harder than necessary, which reduced engagement.
- Barrier to Growth: This friction was seen as a potential obstacle to future growth, particularly among younger, digitally-savvy customers.
- Actionable Recommendations:
- Delivered six high-priority design recommendations to improve usability and engagement.
- Identified key areas of the site where incremental enhancements would have the greatest impact.
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