CUSTOMER STORY
Optimizing UX Research and Budget Flexibility for a Top 10 Ecommerce Brand
Overview
A top 10 ecommerce brand struggled with fragmented research tools, rising costs, and inefficient data analysis while trying to improve its online user experience (UX).
The company’s UX research team, responsible for enhancing the usability of its site and boosting customer satisfaction, faced numerous hurdles, including pricing challenges with their previous UX research platform.
Voxpopme’s User Research platform provided a complete solution, offering screen recording, AI-driven reporting, and a centralized repository to streamline their UX processes. Voxpopme’s flexible pricing model also helped the team manage budgets more effectively without the restrictions and frustrations they had experienced with their former provider.
- 85%
- More efficient in completing user interviews
- 97%
- Time and cost saved on user research analysis
- 150%
- ROI on user research platform spend
Fragmented Tools and Rigid Pricing
The UX team was facing several hurdles:
Tracking Desktop and User Behavior: The team needed to capture how users navigated their site, especially during key moments like product browsing and checkout.
Fragmented Research Tools: They had to use multiple platforms for desktop and mobile user testing, interviews, and screen recordings, leaving them with scattered data and delayed decision-making.
Frustration with Previous Pricing: Their former UX research platform imposed higher prices and stricter terms, creating more challenges. A “use it or lose it” policy led to wasted budgets if they didn’t use all their units and caused stress as they scrambled to use unused credits. Rigid contracts trapped them in escalating costs, with no flexibility to manage their fluctuating research needs, which led to frustration and budget mismanagement.
Executing a Comprehensive UX Research Strategy
The UX research team knew they needed a better way to capture user interactions during critical moments, like product browsing, viewing promotional offers, and checkout.
“We had all these moving pieces,” said the UX research team lead, “but we weren’t really connecting the dots in a way that gave us actionable insights quickly enough. Our tools were all over the place.” To solve this, they searched for a more structured approach.
To streamline their UX research, they narrowed down their crucial needs and arrived at the following:
Focused on User Behavior: The team concentrated on key areas like how customers interacted with product pages and responded to delivery options during checkout. “We wanted to understand why shoppers were abandoning their carts or hesitating during checkout,” one researcher noted.
Conducted In-Depth Interviews: To dig deeper into consumer decision-making, the team held interviews to understand user preferences. “We realized that things like delivery options, express delivery vs. free-but-slower-delivery, and availability of specific payment options, for example, Stripe over PayPal, were influencing decisions in ways we hadn’t considered,” the team leader reflected.
AI-Powered Data Analysis: The team needed to make sense of large volumes of data faster. With AI reporting, they could quickly analyze user interviews, specifically regarding shipping fees and online purchasing behavior. “We were able to get clear insights in a fraction of the time it used to take us.”
Centralized Their Insights: The team organized all research data—screen recordings, interviews, and past studies—into a centralized repository. “Before, we were digging through different tools to pull insights. Now, everything’s in one place. We can compare trends and reuse old projects to generate new insights.”
Adopted a Flexible Budget Model: Frustrated with their previous pricing model, which penalized them for unused session credits, the team sought more budget flexibility. “It was stressful having to rush and use all of our allocated units just to avoid losing them,” they explained. The new model allowed them to pay only for what they used, whether it was for recruiting respondents or providing incentives. They also benefited from transition support, which helped them switch platforms without duplicating costs.
The Outcome of a Streamlined and Budget-friendly UX Research Platform
Implementing Voxpopme’s UX research tools led to transformative outcomes for the ecommerce brand:
60X Faster Insight Generation: The combination of AI Insights and automated screen recording helped the team cut their data gathering and interpretation time by more than half, especially during key promotional periods like Black Friday through Cyber Monday.
Significant Cost Savings: Consolidating their research tools into one platform eliminated the need for multiple vendors. Streamlined workflows and faster analysis meant the team could conduct more research without exceeding their budget.
Improved UX Decisions: With real-time user testing and in-depth interviews, the company made immediate improvements to site navigation, checkout processes, and delivery options—all directly linked to customer feedback.
Better Site Productivity: By understanding how customers react to price promotions, product availability, and delivery speeds, the company optimized its ecommerce site to meet customer needs, which led to higher satisfaction and conversion rates.
Voxpopme’s UX research tools didn’t just improve day-to-day research ops; it had a broader impact on the company:
Faster Decision-Making: The ability to access high-quality insights quickly enabled the company to make informed decisions about site optimizations and marketing campaigns. They were more agile in responding to consumer behavior shifts during high-traffic periods, like Black Friday.
Empowered UX Team: With Voxpopme’s tools, the UX team could manage research 85% more efficiently. This allowed them to take on more projects and play a larger role in shaping the overall customer experience strategy.
Cost-Effective Innovation: The significant savings and productivity improvements gave the company the freedom to reinvest in product development and create more personalized shopping experiences.
In summary, Voxpopme transformed the way this top ecommerce brand conducted UX research, allowing them to move faster, collaborate more effectively, and ultimately create a better experience for their customers.