User testing approach and the product purchasing process

I’ve been working on the testing plan for a large personal finance company.

The aim of testing is to understand customer behaviour during the purchase process and how we can help motivate customers through the journey. The purchase journey can be broken into a number of stages.

Recognition of a problem or a need
Discovery
Product Evaluation
Buying decision
Purchase
Expectation and use

As part of the customer research I’m using an online survey to gather customer requirements at key stages in the process. A secondary aim is to understand what devices customers are using and how they use devices differently. This should help inform the longer term strategic development of the site.

As well as the online questionnaire I’m running some face to face user testing. This consists of in depth customer interviews which inform the affinity or a behaviour model. [We can then assign features and functionally to ensure that customer needs are support by the product.]

Usability testing the current web and responsive offer will highlight what is working and what’s not working so well.

Running the two sessions will give both good insight into the strategic product development whilst delivering immediate improvements to the product.

purchase-decision-process