Rolling Research
E-commerce app usability and marketing
A rolling research program
Our client, an e-commerce app, came to us with complex research needs spanning multiple teams.
Amplinate designed and executed a remote rolling research program that delivered clarity, speed, and impact.
Over the course of four months, Amplinate ran 1-2 week sprints combining moderated and unmoderated research. This approach allowed us to continuously uncover insights, validate hypotheses, and pivot quickly as new priorities emerged. Amplinate also led project management for the entire program.
With rapid turnaround reporting, we equipped marketing and design teams with actionable findings to inform iterative improvements to the customer experience.
Research Goal & Questions
As rolling research is iterative in nature, goals and methods evolved over time. However, our focus was on uncovering usability barriers for key app features and understanding how to make marketing and design more effective to promote conversion.
Example research questions:
How do customers discover and interact with [key button] in the cart? Is the placement optimal for discovery and engagement?
Is there an optimal number of choices that maximizes conversion without causing choice paralysis?
What kind of information helps them learn best about the product on the page?
Do customers notice the marketing banner?
How do they feel about text over images in marketing - in terms of legibility and cognitive load?
Our Approach
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N=103 participants from the USA, Germany, and India
General consumers with a mix of prior experience with the app
Sometimes owners of specific products were recruited
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Weekly sprints of moderated and unmoderated usability tests/ interviews
Produced a weekly report within 3-7 business days depending on sample size for that week
Weekly briefing meetings with client to report on findings, discuss iterations, and new research plans for the following week
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4 months, broken out into weekly sprints
Impact
Uncovered key usability issues on the app and made recommendations to help refine navigation and page design, making the shopping experience more intuitive and efficient.
Helped reveal major issues with marketing placement and suggest changes to increase visibility.