Participatory Design and A/B Prototype Testing: Electronics Retailer
The Situation
A major electronics retailer had reached a point where they had run out of ideas of what to input into their A/B tool to increase conversion/sales.
The Solution
Three rounds of participatory design sessions were held with the team to identify optimal design solutions to key problems with their current UX. The final 2 alternatives were testing using an unmoderated usability test. Each alternative was evaluated by 100 customers for a total of 200 participants in the study.
The Outcome
Unmoderated testing revealed what work well of each of the design alternatives. The final design was the result of combining the very BEST of the two alternatives.
In the end, the new design went live and the conversion increased by double digits within the first 20 days.