Compare Page
Applying mixed-method research and triangulation of data to identify opportunities on how to improve Electrolux / AEGs compare page
September 2024
Electrolux / AEG
UX Researcher
Background
Prior to this research, there had been some experimentation on the compare page at Electrolux. However, these initiatives primarily focused on quantitative methods and did not delve into qualitative approaches aimed at understanding users' mental models and behaviors when comparing products.
This research initiative was the first to explore how users perceive and interact with the compare page aiming to uncover deeper insights into their decision-making processes and expectations.
Research objectives
What is the general behaviour of the users when they want to compare and decide which product they want to buy?
How does the compare page support this process?
How can the compare page be improved to support the users better?
To gain a holistic understanding of user behavior on the compare page, I employed a mixed-method approach combining usability testing with in-depth interviews to capture both behavioral and attitudinal insights.
Usability testing allowed us to observe how users navigate and interact with the compare page in real time, while in-depth interviews provided a deeper exploration of their thought processes, expectations and mental models.
To complement these qualitative insights, I analyzed quantitative data from Contentsquare and Hotjar. This data provided a broader view of user behaviors at scale including click patterns, engagement metrics and areas of friction.
By triangulating findings from usability testing, interviews and quantitative analysis, I was able to develop a nuanced understanding of user needs and identify key opportunities for improving the compare page experience.
Key findings
The research report compiled for Electrolux consisted of various insights based on qualitative and quantitative data points on how make improvements to the compare page as well as cater for users mental model of comparing products with each other across the whole customer journey.
The top takeaways or improvement areas were:
Enhance the compare icon on product listing pages to enhance findability of the page and to enable more users to compare. Participants often used the product listing pages to compare without noticing the entrance to the compare page.
Align the compare page with user’s mental model and expectations. The insights from the moderated usability testing revealed that users looking for products and trying to compare to that in different ways than what the current compare page is currently offering. Electrolux/AEG can support users better by adding additional content and filter options that matches the user’s way of understanding the difference between two products.
Simplify the interface of the compare page to avoid users getting overwhelmed.
Provide more descriptive product information on the compare page. During the interviews it became clear that a lot of the information that is made accessible to users on the compare page somewhat represents and inside out perspective and does not match with expectations or knowledge level users have.
Role
As the UX researcher on this project, I was responsible for leading both qualitative and quantitative analysis. My responsibilities were designing the tests as well as conducting the interviews and triangulating the outcomes with quantitative data to provide actionable recommendations to improve the compare page experience.