LIVIQUE

Interview Goals

To compare the in-store and online shopping experience, we conducted guerrilla interviews with customers near the exit of a Livique store in Zurich. A total of four interviews were conducted, representing various customer types. We had the following goals:

• Understanding in-store shopping motivations
• Comparing in-store and online shopping experiences
• Identifying initial pain points from real customers
• Analyzing the entire customer journey

Customer Journey

With the gathered insights, we developed a Customer Journey Map to visualize the steps a user takes when interacting with the Livique website. We also highlighted how users feel at each stage of their shopping experience.

Research Question

To define the focus of our study, we formulated a User Research Question that guided our testing approach and data analysis:

Methodology

To assess the user experience of the Livique online store, we conducted a moderated usability test, followed by a standardized User Experience Questionnaire (UEQ). Our goal was to identify obstacles in the shopping process and determine how intuitive the website was for users.

Recruitment and Setup

Participants were recruited to take part in the usability test, which was conducted either online or in a face-to-face interview lasting around 45 minutes.

The selected participants varied in gender, age, socio-economic status, and whether they were users of the website. This diversity provided a range of perspectives, expectations, and experiences. Each participant used their own familiar device, ensuring a more familiar scenario.

Usability Test Process

1. Introduction – Participants were encouraged to think aloud while using the site
2. Task Completion – Tasks were provided digitally or in print, and participants completed them sequentially
3. Independent Testing – The main phase, where participants interacted with the site without guidance
4. Probing Session – Inspired by Krug (2014, p.126), we asked participants durung the study about notable moments and their general experience
5. Closing & Questionnaire – Participants provided final thoughts and were asked to fill out the UEQ

Pain Points

Key Takeaways from UEQ

The User Experience Questionnaire (UEQ) results validated the usability test findings with quantitative data. Since the UEQ compares the Livique website against a large benchmark dataset (21,178 participants across 466 studies), it provided valuable context for the usability issues.

Low Originality & Stimulation:

• The website was perceived as uninspiring and unengaging, lacking unique or enjoyable elements
• This aligned with usability test participants’ neutral stance on the site
• Implication: Introduce interactive elements to enhance engagement

Below-Average Attractiveness, Transparency, and Efficiency:

• The website did not stand out visually
• Users struggled to understand how to complete easy tasks
• Completing actions required more effort than expected
• Implication: Improve navigation structure and content clarity

Above-Average Control:

• Despite low engagement, users felt in control of their actions
• This suggests that finding items was difficult, but the interface itself wasn’t restrictive
• Implication: Maintain the intuitive aspects, while refining navigation and filtering

Recommendations

• Priority 1: Introduce a prominent "Configuration Tool" button for easier access
• Priority 2: Standardize product classification to ensure items appear under correct filters
• Priority 3: Maintain consistent product names throughout the purchase process