Smyths: Increasing conversion through user research

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I’ve had a fantastic time this week working with Smyths Toys to improve their future e-commerce website.

As part of improving your customer experience and online conversion, it’s crucial to involve user research / user testing. If you’re job title includes the two letters ‘U’ and ‘X’ but you’re not including real life users in the design process, then you’re kidding yourself, you are not a UX designer, you’re just a designer. But don’t worry, you don’t need to do the research yourself, it might be another member of your team or even an external agency, but it’s so crucial to your understanding of your customers, how they think and how they behave that without research, it’s unlikely the experiences you design will be as successful because the more you get to know your users, the better fit your designs have to their needs and the more you’ll be able to influence their behaviour.

Smyths Toys have been working to improve their e-commerce website, particularly their mobile experience. They recognise the importance of listening to their customers, watching how they interact with their website and making design changes to be more in line with customer needs in the online environment. Of course, they’re aware that the more they do this, the more customers will enjoy using their site, they’ll be more likely to transact with them as opposed to a competitor, they’re likely to increase their basket size, return to buy again in the future, recommend the website to friends and family and shop in-store.

 

Here’s what the team had to say:

It’s important for us to get feedback from test candidates to see if we’re on the right track and we certainly spotted some things that we need to work on in the future and the team here helped us to identify those little issues and gave good recommendations on how to improve those for the future. And that’s what we’re going to do now… go back home, work on it and come back to do another session to evaluate that we’ve done the right changes.

 

Companies used in this research:

UX agency for UK research: Keep It Usable

User recruitment: INeedUsers.com

UX Lab: HomeUXLab.com

 

 

 

My nightmare user recruitment experience…

As someone who has worked both client and agency side, I can tell you that I’ve found it very difficult finding good participant / user recruitment agencies. The country where I’ve had the most issues has been the UK and I believe this may be because of the recent explosion and in cases exploitation of ‘UX’. Companies who traditionally recruit participants for market research, have added UX, usability testing, user research recruitment to their list of services without making any changes to how they approach the recruitment.

 

My nightmare experience…

One experience that I remember very well (because the recruitment was an absolute nightmare!) was a project that my agency Keep It Usable was conducting for a global retailer. This was several years ago, when we used specialist recruitment agencies to find our participants for us. We had done everything for them to prep, including writing the screener, so all they had to do was promote it and screen people to find our users. It was a very niche user group (roughly about 3% of the population) so we made sure to give them plenty of time to recruit (about 5 weeks) and they were certain there would be no issues.

You can probably guess what happened next… with one week to go they told me they had found it impossible to recruit even one person for me! One week! With such a niche user group and only a week to go, no other agency would take the recruitment so we had no other option but to bite the bullet and pull out all the stops to try and recruit users ourselves. We did it! It wasn’t easy but we managed to do in one week what an experienced recruitment agency couldn’t do at all.

I guess this was the starting point for me in not trusting participant recruitment agencies. I’m very conscientious about the work we do (in fact in my school reports the word conscientious cropped up all the time), and the reputation of our work was potentially at risk if this happened again.

 

4 weeks notice…. really???

Another problem I had with agencies was that they needed at least 4 weeks notice which is just ridiculous in the world of UX. 4 weeks notice is a real luxury that us UXers just don’t have.

We’re iterative! We’re lean! We do things fast!

 

The solution…

Not being afraid to innovate and pioneer, we decided that if no one did UX recruitment up to our standards and the needs of us as UXers, then we’d just go ahead and create an agency that did! We’ve been testing and refining our recruitment methods over the past 2 years and after many happy clients, we’re now opening up the best user recruitment experience to you too.

 

Welcome to I Need Users

I hope you like the name 🙂 I Need Users is a specialist user recruitment agency for UX research. Founded by and run by UX experts, who totally understand your needs and the research you do.

ineedusers-ux-user-research-participant-recruitment-specialists

 

Bonus….there’s a loyalty scheme too!

Why shouldn’t you be rewarded for your investment into improving user experiences? My original motivation for getting into UX was to make the world an easier, less frustrating place to live in through our everyday interactions. So, to encourage you to invest in your UX and improve your experiences (as well as of course your conversion), every time you buy user recruitment through I Need Users, you’ll receive loyalty points that can be swapped for fantastic rewards!

You can also earn points for any spend with our full service UX agency Keep It Usable and our pioneering UK based UX Lab HomeUXLab.com

 

I’d love to hear about your experiences – have you had any nightmare user recruitment experiences?

 

You might also be interested to read:

Top 10 major risks of poor user recruitment