KOLTZOW
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USER TESTING FOR APOLLOHAIR
“How do new customers experience the website of Apollohair?”
MY TASK
Apollohair wanted to renew and improve their website, but initially relied mainly on their own assumptions about what would make it better. I was therefore tasked with conducting user testing to gather genuine insights from users about what they believed could improve the website.
MAN, 24
WOMAN, 64
MAN, 66
WOMAN, 25
WOMAN, 23
THE TESTS
I tested the website with five users. The test was conducted by placing them in a scenario where they had experienced hair loss and were seeking help. They were therefore asked to navigate through the Apollohair website while thinking out loud. Afterwards, I asked follow-up questions.
After each test, I documented the most important findings. Once all tests were completed, I reviewed the findings to identify recurring patterns. These were consolidated into three key insights, which I presented to ApolloHair as well as the company responsible for developing their website. This deliverable was then used as a foundation for further work to improve the website.
1.
The lack of pricing information is off-putting
The only theme that appeared consistently across all tests was pricing. Several participants, especially younger ones, pointed out early on that there was no concrete information about costs. They experienced this as a barrier to booking a consultation, as they did not want to spend time on something they might not be able to afford anyway.
“I have no idea what it costs. I’m afraid of committing to something.” — Male, 24
2.
Too much searching for essential information
Although most participants were able to find the information they were looking for, many expressed frustration with the process. They felt that it required unnecessary amounts of scrolling and clicking to reach the content.
“I felt that I had to scroll a lot to get to the point.” — Female, 64
3.
Needs more reassurance that they are the right choice
Among the older target group, there was a clear desire for more information about the staff’s background beyond simply stating that they are specialists. They wanted stronger arguments for why your company is the right choice to help them with hair treatment.
“Who are these people, and what do they do better than others?” — Male, 66
KOLTZOW
next project →
USER TESTING FOR APOLLOHAIR
“How do new customers experience the website of Apollohair?”
MY TASK
Apollohair wanted to renew and improve their website, but initially relied mainly on their own assumptions about what would make it better. I was therefore tasked with conducting user testing to gather genuine insights from users about what they believed could improve the website.
MAN, 24
WOMAN, 64
MAN, 66
WOMAN, 25
WOMAN, 23
THE TESTS
I tested the website with five users. The test was conducted by placing them in a scenario where they had experienced hair loss and were seeking help. They were therefore asked to navigate through the Apollohair website while thinking out loud. Afterwards, I asked follow-up questions.
After each test, I documented the most important findings. Once all tests were completed, I reviewed the findings to identify recurring patterns. These were consolidated into three key insights, which I presented to ApolloHair as well as the company responsible for developing their website. This deliverable was then used as a foundation for further work to improve the website.
1.
The lack of pricing information is off-putting
The only theme that appeared consistently across all tests was pricing. Several participants, especially younger ones, pointed out early on that there was no concrete information about costs. They experienced this as a barrier to booking a consultation, as they did not want to spend time on something they might not be able to afford anyway.
“I have no idea what it costs. I’m afraid of committing to something.” — Male, 24
2.
Too much searching for essential information
Although most participants were able to find the information they were looking for, many expressed frustration with the process. They felt that it required unnecessary amounts of scrolling and clicking to reach the content.
“I felt that I had to scroll a lot to get to the point.” — Female, 64
3.
Needs more reassurance that they are the right choice
Among the older target group, there was a clear desire for more information about the staff’s background beyond simply stating that they are specialists. They wanted stronger arguments for why your company is the right choice to help them with hair treatment.
“Who are these people, and what do they do better than others?” — Male, 66
Next project →
← Back home
KOLTZOW
next project →
USER TESTING FOR APOLLOHAIR
“How do new customers experience the website of Apollohair?”
MY TASK
Apollohair wanted to renew and improve their website, but initially relied mainly on their own assumptions about what would make it better. I was therefore tasked with conducting user testing to gather genuine insights from users about what they believed could improve the website.
MAN, 24
WOMAN, 64
MAN, 66
WOMAN, 25
WOMAN, 23
THE TESTS
I tested the website with five users. The test was conducted by placing them in a scenario where they had experienced hair loss and were seeking help. They were therefore asked to navigate through the Apollohair website while thinking out loud. Afterwards, I asked follow-up questions.
After each test, I documented the most important findings. Once all tests were completed, I reviewed the findings to identify recurring patterns. These were consolidated into three key insights, which I presented to ApolloHair as well as the company responsible for developing their website. This deliverable was then used as a foundation for further work to improve the website.
1.
The lack of pricing information is off-putting
The only theme that appeared consistently across all tests was pricing. Several participants, especially younger ones, pointed out early on that there was no concrete information about costs. They experienced this as a barrier to booking a consultation, as they did not want to spend time on something they might not be able to afford anyway.
“I have no idea what it costs. I’m afraid of committing to something.” — Male, 24
2.
Too much searching for essential information
Although most participants were able to find the information they were looking for, many expressed frustration with the process. They felt that it required unnecessary amounts of scrolling and clicking to reach the content.
“I felt that I had to scroll a lot to get to the point.” — Female, 64
3.
Needs more reassurance that they are the right choice
Among the older target group, there was a clear desire for more information about the staff’s background beyond simply stating that they are specialists. They wanted stronger arguments for why your company is the right choice to help them with hair treatment.
“Who are these people, and what do they do better than others?” — Male, 66
Next project →
← Back home