Objective: Improve the user experience of a photography app by testing the entire customer journey and comparing its UX with that of three competitors.

Approach: Conducted a two-part study:

• Customer Journey: Tested with 40 participants from Italy, Germany, France, and Spain (60% iOS, 40% Android), 90% women and non-binary. Selected for their experience with photo printing apps, they evaluated the full process from navigation to receiving the printed product.

• Competitor Analysis: 30 iOS users from the same countries assessed competitors, from registration to payment, to identify top features and strengths.

Methodology:

• Participants: 40 testers for the Customer Journey phase, selected from Italy, Germany, France, and Spain, with 60% using iOS and 40% Android. The group included 90% women and non-binary individuals, chosen for their familiarity with photo printing apps and their willingness to receive a final product. For the Competitor Analysis, 30 additional testers were recruited from the same countries, all using iOS.

• Use Cases:

  1. Customer Journey Testing: Assessed the full user experience, from browsing products to the final delivery of printed photos and photobooks.

  2. Competitor Analysis: Evaluated competitor apps, focusing on registration, browsing, and payment processes to identify top-performing features and areas for improvement.

Outcome: Delivered detailed recommendations to enhance the photography app’s user experience, drawing on direct comparisons with competitor strengths and user feedback from the customer journey analysis.