Respondents are placed in a ‘shopping mindset’ by freely shopping around online.
Exposes shoppers to the current program and ask them to interact with the content and tools.
Exposes shoppers to 2 redesigned concepts and gain initial reactions.
Work as a group to combine preferred elements of each design to create consumers ideal tool.
A website with good usability is intuitive to use, anticipates user needs, and delights the user in the way it meets those needs.
In order to simulate natural browsing behavior, respondent surfs the web freely as they would normally do at home. An eye tracker is used to record eye gaze.
Respondent is given various tasks to complete on the client’s site. The respondent is left alone to complete the tasks after the initial instructions are given.
After the browsing session is completed, the moderator plays the screen recording and probes the respondent’s behavior on the tasks.
The session concludes with an open-ended in-depth interview to understand the respondent’s needs and motivations.
How UX and CX research is conducted
Authentic research requires authentic testing conditions. We regularly “stage” environments in which authentic testing can take place. We also spend a lot of time and energy perfecting the task conditions and instructions to be given during the UX / CX testing sessions.
Traditional UX research is conducted in a very obtrusive manner. Not so at the Weblab. We leave the consumer alone to do the tasks while everything is being recorded using Eye Trackers or powerful software that captures the screen and the keystrokes. When using a directed task condition also, we design the study with minimum interference from the researcher.
We are experts in quantitative and qualitative research. So, we know only too well that qualitative data can exaggerate noncritical information. We, therefore, administer a scientifically created survey right after the consumer ends his session with the interface.
Most UX sessions last two hours. In the first hour, a respondent completes the given tasks. In the second hour, an expert consumer researcher sits alongside the respondent, replaying the recording of the Eye Tracker session. The researcher goes frame by frame, asking questions and probing UX-related themes as well as conducting a deep qualitative interview.