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Click Test
Clean and Dirty Feed
For years, QVC/HSN has stood out as a leading television shopping network and e-commerce platform, consistently embracing the latest technology to ensure an unparalleled shopping experience for its customers. They've achieved this by launching a streaming application that lets users effortlessly buy their desired items from the comfort of their homes.
Understanding the need to refine the video player feed, QVC/HSN aims to design an intuitive interface, enabling users to quickly locate the on-air item in the video within the QVC/HSN+ streaming app to streamline their purchasing process.
Objectives
The primary goal of this study is to assess the user experience of the QVC/HSN+ streaming application, with a specific emphasis on comparing three different feeds to determine if users understand where to go to locate the on-air item and identify which feed is the most user-friendly.
The study will also aid in challenging the assumptions made about the current feed, paving the way for further enhancements.
Methodology
Method: Click Test for 3 (Dirty Feed, Clean Feed, C) variations of the clean and dirty feed
Platform: Qualtrics
Participants: 15 streaming customers (existing customers: AVIDS/ELITEs, occasional/new)
Age: +40 plus females, tech savvy
Summary
Users knew where to click to locate the on-air item from both the dirty and clean feeds.
Most users were confident in locating the on-air item using both the clean feed and Version C.
Most users believed that both the clean feed and Version C provided the clearest path to the on-air item.
Based on the data, the clean feed appears to offer a slightly more polished visual experience for users.
The clean feed is viewed more favorably compared to the other feeds.
Key Findings
Users knew where to click to locate the on-air item from both the dirty and clean feeds.
Users were asked to identify the location of the item-on-air across the three designs.
While the clean feed offered a slightly clearer indication of where to find the on-air item, Version C caused more confusion, as shown by the graph, due to ambiguity between the product card and the QR code.
Most users were confident in locating the on-air item using both the clean feed and Version C.
On the dirty feed, while 84.62% clicked on the product card, 38.46% remained uncertain about their selection.
In Version C, although 84.62% believed they made the right click, only 46.16% actually selected the product card. This suggests that both the dirty feed and Version C have elements that lead to user confusion and a cluttered page appearance, such as its' placement on the design.
Most users believed that both the clean feed and Version C provided the clearest path to the on-air item.
Conversely, the dirty feed displayed a wider range of user experiences regarding ease and difficulty, tied to their confidence level.
Specifically, 38.46% of users lacked confidence in their selections on this feed as shown from the previous slide.
Again, the placement of the on-air item affects if users can see the item or not.
Based on the data, the clean feed appears to offer a slightly more polished visual experience for users.
Many users found the visual appeal of the dirty feed and Version C to be average, while the clean feed received ratings ranging from above average to excellent.
The clean feed is viewed more favorably compared to the other feeds.
Users were asked to describe the three designs using adjectives that best represented each one.
The clean feed was rated as the most attractive and inviting, while the dirty feed was perceived as distracting and overwhelming.
Next Steps
Based on the results, the clean feed was preferred due to its less cluttered interface and ease in locating the item-on-air compared to the other two designs.
The team opted for the clean feed because of its user-friendliness and higher likelihood of users spotting the item-on-air, ultimately leading to more transactions on the TV app.
