Objective: Improve the user experience of a luxury brand’s website.

Approach: Led a usability test with 31 testers (19 female, 12 male, 0 non-binary) across various devices (10 iOS, 11 Android, 5 Mac OS, 5 Windows). Participants were selected based on luxury purchasing habits, ensuring relevant and valuable insights. The usability test was followed by 8 interviews with Italian and American testers to gain qualitative insights during the website navigation.

Methodology:

• Participants: 21 testers from the USA (15 mobile, 6 desktop) and 10 from Italy (4 desktop & mobile).

• Use Cases:

  1. Homepage Exploration: Evaluated ease of navigation and initial impressions.

  2. Product Categories: Assessed free exploration of products, including browsing and filtering options.

  3. Specific Product Search: Tested search functionality for locating a specific pair of shoes and a specific bag.

  4. Product Page Evaluation: Reviewed product details, images, and user-friendliness of product pages.

  5. Cart Section: Assessed the process of adding items to the cart and viewing the cart’s contents.

  6. Checkout Process: Tested the steps involved in completing a purchase, focusing on clarity and ease of use.

• Interviews: Conducted follow-up 45-minute interviews with 8 users (4 from the USA, 4 from Italy) to delve deeper into their luxury purchasing habits and website experience.

Outcome: Delivered comprehensive recommendations based on user feedback, guiding the website’s redesign to better meet user needs.