Neckermann
Using a multi-method study with a holistic approach the whole user experience of online shopping at neckermann.de was examined (usability, utility and emotion). Comprehensive and concrete optimization options were developed for the further development. The implementation will be continuously accompanied by SirValUse in an iterative process.
neckermann.de, as one oft he largest german online shops, faces the challenge to unify an enormously large and varied assortment of goods with a heterogeneous user communitiy with different needs.
Simultaneously new web technologies and trends offer the possibility to extent the range of functions of the website.
To allow pleasant, inspiring and at the same time target-orientated shopping on the websites all relevant website aspects (navigation, filters, product overviews, product detail pages and the check-out process) were examined in a comprehensive study.
- A user experience test with eyetracking provided information about how users and potential users of neckermann.de proceed perceptively and operatively through the site to find and choose products. In doing so difficulties (and their reasons) of usage as well as user whishes were revealed.
- Additionally the structure of navigation and the filtering of the website underwent a detailed expert examination, also in comparison with other relevant competitors. Weak points in competitive comparison and applicable best practices of the industry sector became apparent.
- At the same time concrete success rates for different visit reasons were ascertained in a pre-post online survey. These rates provided information about the aspects with the quantitatively highest potential for optimization or the visit reasons where the conversion is already optimal. This survey can be repeated very time and cost efficiently in order to measure effects of adaption at the website on conversion rates in longitudinal research.
Together with an internal team of experts from neckermann.de concrete implementation options based on these results were developed for the detected need for action. Concepts of these optimizations were evaluated for some months and accompanied by a further study to ensure the later success.
"To understand our user, their needs and behaviour and to offer them a positive shopping experience on neckermann.de we were in need of concrete answers to a variety of questions. The holistic multiple method study implemented by SirValUse was optimal for our purposes. Based on these results we were able to base innovative ideas and development approaches on solid research insights." Inga Stephan, User Experience Manager neckermann.de
For more information:
www.neckermann.de
