Matt Daughtry

Summary:

We examined the entire purchase process, from discovery thru purchase, by observing users attempts to take advantage of offered promotions. We approached this research from three perspectives, what we deemed the 'View from 50,000 ft.' (high-level view of the site), the 'View from 5,000 ft.' (the individual user's journey) and the 'View from the Ground' (discrete steps or stages within the user's process).

We found site-wide, systemic problems; numerous issues and inconsistent process flows contributed to user frustration, abandonment, and a general distaste for the client's brand. Identifying these issues naturally led to recommendations for improvements.

Example Slides from Report:

Slides have been edited to remove confidential info