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Testing a Retail Giant's Mobile App to Improve the Experience

  • Our client - a giant retail company with an extensive, global, network of stores -  wanted to provide a winning experience and sought out to:
    • Identify critical opportunities for improvement
    • Collect consumers' first impressions and expectations of their mobile experience
    • Map out user interactions and pathways through the app.
  • Phase 5 conducted one-week semi-structured online diary and journal to capture how 20 Canadian participants are using the app. We collected their rituals, habits, real-life use-cases, emotions, like, dislikes and attitudes.
  • We then delved deeper into specific usability issues through 12 in-person, observational, goal-based interviews using Phase 5’s UX Lab.