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.
Author: Stephan Sigaud
Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past Board Director of the Insights Association, he has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).