Preference Test
As part of the digital experiences team for a multinational athletic apparel retailer, I played a key role in the successful launch into footwear by acting as the sole UX researcher for these experiences. One of the projects I ran was initiated with the goal of identifying optimal methods to effectively communicate trial policy messaging to customers while gaining a comprehensive understanding of their comprehension and perception of the policy.
Methodology
Phase One
Phase Two
I conducted this study in two phases to identify the most appealing unique value proposition for the trial policy. In the first phase, a list of headlines was tested along with copy explaining the policy. The objective was to determine which combination resonated most with customers.
To refine and optimize the headline options, I decided to utilize a card sort exercise using Optimal Workshop. While card sorting exercises are typically used for information architecture or content organization, I found that Optimal Workshop provided the ideal platform to determine the best headline and informational copy combinations. Its features and capabilities allowed for gathering valuable insights from the target audience.
The findings from the card sort exercise determined the top headlines to test in the second phase of the study. In phase two, I conducted an unmoderated user test using UserTesting to validate the policy messaging, specifically focusing on the clarity and persuasiveness of the headlines and policy copy in the context of the user journey. This approach allowed for convenient participation and reduced potential bias, ensuring that the chosen headline and informational copy combinations resonated most effectively with customers during their shopping journey.
Results
The findings from this study played a significant role in decision-making, ultimately leading to the implementation of the winning experience on the website and its utilization in store signage. The insights gathered from the study, particularly regarding the most appealing headline and policy messaging combinations, were leveraged to inform the design and content choices for both the online platform and the physical store environment.