We conducted an immersive UX study during a live sale to see users’ screens as they browsed it. The live consumer journeys were tracked with business metrics on different screens (category performance, sales trends), enabling immediate visibility into what was working and what wasn’t. Senior leadership watched the UX interviews as they happened.

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Our macro insights for the client focused on consumers’ approach to large sale events (discovery, deal evaluation, urgency triggers).

 

Micro insights dove into platform-specific UX learnings in 3 buckets: what to continue (elements working well and driving engagement), what to amplify (features liked by users but under-leveraged), and what to fix/stop (sale banner’s elements, areas causing confusion, gamification, missed offers, or friction such as overlapping communication, unclear terminology, and navigation gaps).

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We also gave insights by category and user segment, e.g. metros vs .small towns, price sensitive versus big ticket consumers. 

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The client implemented close to 90% of our recommendations in the subsequent annual sale.