Fashion

Rockmans

USER TESTING - EXISTING WEBSITE / EXPERT REVIEW / CRO
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Stage One

Existing website testing

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Stage Two

Design Testing

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Stage Three

Staging Testing

About the Company

Rockmans is an Australian-owned women’s fashion retailer with more than 40 years of industry experience. Recently under new ownership and now operating exclusively online, the brand is focused on revitalising its presence and reconnecting with its core audience. Since the transition to online-only, Rockmans has experienced a noticeable drop in conversion rates, prompting a renewed commitment to improving the digital experience, strengthening customer engagement, and rebuilding long-term confidence in the brand

Objectives

 

  • Identify Experience Issues: Pinpoint elements of the mobile and desktop journey that may be disrupting the user experience.
  • Understand Conversion Barriers: Determine which aspects of the site’s design, communication, and usability may be contributing to the recent decline in conversion rates.

Results

  • Clear Understanding of User Experience:
    The site is generally easy to use, though small UX issues still disrupt product browsing and engagement.
  • Identified Barriers to Conversion:
    Some users found it difficult to discover products they liked, and many didn’t realise Rockmans is now online-only – affecting trust and buying confidence.
  • Actionable Insights for Improvement:
    The findings point to targeted UX and design updates that can build trust and support stronger conversion performance.

Discovery and Research

  • Collaborative Test Planning:
    Developed a focused test plan with eight participants across mobile and desktop to reflect real fashion-shopping behaviour.
  • User Journey Evaluation:
    Included both returning Rockmans shoppers and users familiar only with competitors, helping us see how different customers navigated the site and where they encountered friction.
  • Post-Test Survey:
    Collected feedback after task completion to understand expectations, pain points, and how users perceived Rockmans as an online-only brand.
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Discovery and Research

  • Collaborative Test Planning:
    Developed a focused test plan with eight participants across mobile and desktop to reflect real fashion-shopping behaviour.
  • User Journey Evaluation:
    Included both returning Rockmans shoppers and users familiar only with competitors, helping us see how different customers navigated the site and where they encountered friction.
  • Post-Test Survey:
    Collected feedback after task completion to understand expectations, pain points, and how users perceived Rockmans as an online-only brand.
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Testing and Analysis

  • Dual Research Approach: The project was carried out through two complementary research streams – a systematic expert review and user testing – to ensure a well-rounded understanding of the website’s performance.
  • Expert Evaluation: Three independent researchers conducted a structured review focused on identifying gaps and missed opportunities across web design, marketing and communication, usability, and the overall user experience.
  • Post-Test Assessment: After completing seven guided tasks on the website, participants provided written feedback and numerical ratings, offering clear insights into pain points, expectations, and areas requiring improvement.
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Findings

  • Moderately Positive Experience:
    Users were generally comfortable completing key actions, though the experience wasn’t always smooth, and several minor usability issues were noted.
  • Challenges in Product Discovery:
    Many found browsing and choosing items harder than expected, with product presentation and limited detail creating hesitation.
  • Impact on Customer Engagement:
    Users were willing to continue shopping, but some said they might leave during product selection, indicating a need for clearer product information.
  • Actionable Recommendations:
    Findings revealed opportunities to refine navigation, product display, and guidance to create a smoother shopping journey and better support growth.
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