The Leading Athletic Retailer Partners With Qualitest for Continuous Digital User Experience Development

Challenges

Ensuring successful expansion and global satisfaction with local experiences.

The client needed to know the expansion of their services could support new demographics and locations using different technologies, as well as local currency transitions at pinch points, particularly during sales events.

SOLUTIONS

Qualitest created tests designed to focus on customer experience and successful journeys.

We also ensured business continuity during high volume sales events. Testing ensured that payments did not fail and the user experience remained seamless and simple, ensuring return visitors and increasing brand loyalty.

RESULTS

New regional payment solutions deployed with confidence, retaining global reputation.

The localized digital enhancements and new market rollout was a success, with customers feedback indicating service levels that exceeded their expectations.

Client overview

Our client is a Canadian multinational athletic apparel retailer of yoga wear and athletic wear, lifestyle apparel, accessories, and personal care products. The company has stores internationally and sells online. They are a mindful movement that believes if their customers push past our sweaty boundaries, they build the strength to push themselves in other aspects of life.

Let’s get physical: creating a positive online shopping experience

Our client operates in multiple locations across the globe, supporting millions of transactions and different payment methods some unique to a specific locale. As they keep expanding to new markets and supporting more payment methods in new and existing markets, there is a need to ensure that user experience is not compromised as part of the shopping experience.

They were looking for a solution that would support testing in real locations with real users that can ensure new updates and more payment methods can be supported without risking quality issues.

The sky’s the limit: ensuring business continuity in a 24/7 connected world

Qualitest worked with the Client to define a set of user devices and payment methods and ensured that those picked for the task accurately represented the users currently engaging with their websites.

In partnership with our Client,  we created tests that would ensure business as usual continuity on dedicated sales days to reduce the risk of payments failing and losing potential business. The testing would complete 24 hours before the targeted sale window began allowing their team to fix any potential issues that arose during the testing process.

We also took appropriate steps to ensure that processes were followed and could be undertaken in 10 geographical locations in a 24-hour window from end-to-end.

Our work for the Client included:

• Test planning: we identified the goals and areas to focus on as part of the test.
• Test setup: we made the test easy and simple to understand.
• Test scripting: we collaborated closely with our Client to ensure that scripts matched the user’s regular process and payment methods to cover each locale.
• Participant recruitment: we identified users with the most common devices used in each location across the globe using the most common payment methods. User demographic data included location, age group, desktop browser/mobile browser, device type and shopping habits.
• Execution and analysis: we closely supported the users with challenges and test questions. In addition, we reviewed and validated the user results.
• Reporting: we prepared a detailed report covering all the locations and payments completed. The report also captured the issues users encountered with evidence of all the testing that had been completed.

Key Benefits

Qualitest was able to meet all of our Client’s goals within the allotted timeframe on all sales days. They therefore reduced the risk of dealing with payment issues on major days when more transactions were undertaken by their users.

As a result of the testing, our Client is expanding the use of their crowd solution for:

• Expanding into new markets including Singapore and Malaysia and supporting 3rd party platforms such as Lazada.
• Supporting new payment methods in existing locations, including Apple Pay.
• Improved conversion rates due to identifying payment issues early and having access to more payment methods.
• Ensured true localization and higher customer satisfaction through identifying localisation issues by real users in the real locale.

Our  solution has enabled the apparel retailer to plan, develop and deploy multiple payment methods in different geographical locations with confidence, knowing that their digital enhancements meet and exceed their customer’s expectations. Gaps in quality can be addressed proactively and easily, minimizing risk and increasing overall user satisfaction.