Through a combination of UserTesting and web analytics, Clearhead works to pinpoint and prioritize issues with a client’s site before embarking on a major redesign, leveraging its Problem Solution Mapping methodology. The objective is to not only find areas of opportunity for improvement but also prioritize changes based on their level of impact. As Moore states, “Being able to find problems using data, and then prioritize them, gets rid of gut feelings. For example, ‘our site doesn’t look cool’ isn’t a real problem. We look to the data for the biggest problems our customers have instead of leaning on opinion.”
Once the top problems have been identified, the Clearhead team forms a hypothesis on how to improve the site. They iteratively develop and test a series of prototypes, starting with low-fidelity wireframes and moving on to higher fidelity prototypes. Throughout the process, each design decision is guided by human insights directly from the client’s target market. Moore says that this method of iterative design and testing takes a lot of the risk out of a redesign because the team can validate problems and solutions before investing in fully developing them.
When the solution is developed, they A/B test it on the live site with a gradual rollout to ensure success before implementing the winning solution. One of the agency’s recent wins was a redesign for Vitamix, a blender retailer. Vitamix was looking for a more effective way to help customers sort, filter, and choose from their extensive line of products. To explore the problem, Clearhead ran a study with UserTesting. Their research revealed that Vitamix customers didn’t just need to sort through the blenders; they struggled to differentiate between so many similar products, and they needed to be guided through the product selection process.
Moore explained, “The product differences were so subtle that people were just getting hung up on the choice. Using UserTesting to better understand the problem, we were able to come up with a more innovative solution.” Using their iterative design and testing process, Clearhead developed a brief, user-friendly wizard called the Blender Recommender that led Vitamix customers to the right blender without presenting them with an overwhelming number of choices.
Significantly more actionable insights
