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URL: http://www.kaleidoscope.co.uk
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Key Industries:
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Business
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Clothing
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Household Goods
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Internet
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Mail Order Retail
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Key Sectors:
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Design & Build
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e-commerce
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Optimisation
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Usability
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Kaleidoscope
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Brief
Kaleidoscope provides an intimate, boutique shopping experience with all the choice of a department store both through a catalogue and a website. They aim to bring quality products and top class service with an emphasis on style and fit to ensure their discerning customers can rely on Kaleidoscope every time.
Kaleidoscope approached Bunnyfoot to explore aspects of the shopping experience on the website, particularly in four areas where conversion is lower. They needed to explore the taxonomy and labelling as well as the way a typical user undertakes key tasks. From this they wanted to identify quick wins to optimise the site’s current design and radical changes to inform the future website redesign.
Strategy
The project was led using an expert consultant, overseen by a Prince 2 qualified project manager. The aim was to look at the website as a whole, concentrating on the areas to be optimized. Recruiting Kaleidoscope’s key demographic from the in-house Bunnyfield database, Bunnyfoot undertook a variety of exercises to gather qualitative and quantitative feedback with the help of eyetracking.
Execution
Participants were chosen from established Kaleidoscope customers, using a combination of the catalogue and the web all within the last year. A closed card sorting exercise helped uncover some navigation and terminology issues that could improve the website. Bunnyfoot then conducted one on one user testing with eyetracking on the existing site.
Pre and post test questionnaires examined the views towards shopping online and directly relating to their experience on the Kaleidoscope website. During the user testing, users were asked to navigate through the problem sections with specific tasks. Think aloud protocol was used to gauge responses as they moved through the site to give more qualitative views for the clients watching in the Observation Suite.
Results
The results mainly highlighted how the Kaleidoscope customer shops differently on the internet to most users. Their age may account for some lack of skills on the internet, but also their pre-learnt catalogue skills play a big part in how they use the web. The participants mostly shopped by image, flicking through each page rather than searching or filtering.
Card sorting and prototype uncovered that a better use of language and ordering of filter options to reflect their order of importance would increase use of these tools.
The user journey through the tasks was mapped using the eyetracking, revealing interesting findings such as how white space can affect the clarity of tools and information. Think aloud revealed the customer confusion about delivery dates and related items – coupled with eyetracking which showed they didn’t pay attention to the information about “Preview” items and cross sell sections.
Much of the testing led to several quick wins, such as how to use images and text more effectively to increase conversion, understanding and cross selling opportunities. Longer term considerations based on decreasing customer fear and improving navigation were prioritized for future development.
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