Preference Test
As a key member of the digital experiences team for a global athletic apparel retailer, I served as the sole UX researcher for the successful footwear launch. One of the projects I led focused on identifying the most effective ways to communicate trial policy messaging to customers, while also gaining a deep understanding of their comprehension and perceptions of the policy.
Methodology
Phase One
Phase Two
I conducted this study in two phases to identify the most compelling unique value proposition for the trial policy. In the first phase, I tested a series of headlines paired with explanatory copy to determine which combination resonated most with customers.
To refine the headline options, I used a card sort exercise with Optimal Workshop, typically used for information architecture but ideal here for testing headline and copy combinations. This method provided valuable insights from the target audience on the most effective messaging.
The results from the card sort exercise informed the top headlines to test in phase two. In this phase, I conducted an unmoderated user test via UserTesting, focusing on the clarity and persuasiveness of the policy messaging within the context of the user journey. This approach allowed for unbiased feedback and ensured that the selected headline and copy combinations were most effective in engaging customers during their shopping experience.
Results
The findings from this study were instrumental in decision-making, leading to the implementation of the winning experience on the website and in-store signage. The insights, especially around the most effective headline and policy messaging combinations, informed design and content choices for both the online platform and physical store environment.