A large High Street Retailer decided to increase its' online shopping offering to customers via PC with some functionality via WAP. The uptake of PC's for this retailer was roughly 20% across the customer base, and WAP penetration only 0.5%. The retailer had an existing internet site in operation with limited items for sale, and no WAP experience.

Working with a large management consultancy, The Usability Company recommended a platinum programme of testing which incorporated a variety of tests over the 6 month development period for each of the platforms involved. 

Sourcing the true users meant we approached existing users of the retailer’s site as well as general customer types. The Usability Company believes that to obtain a true set of analysis for any large project, 35 users across each of the platforms should be sourced.

The Internet site testing incorporated :

• User Needs Assessment of the existing site - 35 users
• Customer Insight Groups X 7
• Expert evaluations of the prototype designs (lab based) – 3 sessions, cognitive walkthroughs, card sorting & contrast experiment
• User Task analysis of new site & accessing information via WAP – 70 users
• Benchmarking tests UK retail WAP offerings V US retail offerings – 12 sites

Recommendations & Findings were delivered following each test of & strategic insight delivered in the form of edited video footage of the respondents, as well as the captured screen movements of each respondent, and statistical analysis of each timed task.

Sample cost for the whole project, including sourcing 35 respondents was £120,000 (not inc. lab costs & expenses). The client decided to "freeze" the WAP development following the user feedback, however have made significant improvements to their existing Internet operation.  Hits have increased dramatically from 40,000 per week to around 300,000. Conversion rates have also increased, along with customer satisfaction.

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