Client: adidas | Role: Lead UX & UI Designer
I analysed the original user test results and put together an Invision board that would be used to present my research and proposals.
PARTICIPANTS MADE THEIR SHOPPING DECISIONS FIRST BASED ON PRICE, THEN STYLE
Learning: it is all the more important to make the technical advantages of the higher price point clearer if we wish to upsell
ONLY 2 OF 7 PARTICIPANTS CONCLUDED THAT THE DIFFERENT LINES ARE BUILT FOR DIFFERENT TYPES OF PLAYERS
Learning: clarity needed to be given to the differences between model lines
SEVERAL PARTICIPANTS DESCRIBED THE TEXT AS “FLUFFY” AND SAID THAT IT DID NOT ADD TO THEIR UNDERSTANDING OF THE PRODUCT
Learning: attention should be given to copy, so that it is succinct, easy to digest and meaningful
I researched other competitors to see how they were approaching the problem, as well as non-competitors addressing the issue of conveying information for model ranges with different price ranges. These benchmarks were then user tested.
The next steps were to take the learnings and go sketch, import, test, and prototype various solutions. Stakeholders were invited for feedback at key milestones. Feedback was taken on baord and incorporated into the final proposal.