Supplier of building materials

About the client

Byggmax is a proactive low-price supplier of building materials in the Nordic region, primarily selling to the private sector and end consumers. Byggmax operates in total more than 190 stores in Sweden, Norway and Finland, as well as e-commerce at http://www.byggmax.com

Problem

Client had internally prepared a full menu navigation redesign and reached out to us asking whether we can help with user testing before the designs get developed. One of the key areas client wanted to test is to identify whether menu should work on hover or on click.

METHODOLOGIES:

To ensure all aspects of menu would be tested the following methodologies were used:

TREE TESTING

1. To identify whether new category tree is intuitive for customers
2. To launch tree tests category tree was translated to English using Google Sheet translate formula and analyzed to identify possible non intuitive item locations that could be tested;
3. Tree test was replicated in Swedish in Optimal workshop & launched to collect results;

👆🏻 Future improvements: ⇒ For future tests it is advised to check GA data on category popularity first and test 80% of most popular categories or product lists; ⇒ Set random order of the questions in Optimal Workshop to avoid users learning category tree in similar manner when completing the test tasks.

FIRST CLICK

1. Testing to see how users would initiate navigation on the site;
2. First click test was linked to the tree test and was set as following task (how to guide);

EYE TRACKING

1. To evaluate visual hierarchy;
2. Was tested w/ SW people as should be conducted in the office;
3. 📋 Testing transcripts → Byggmax menu eye-tracking

MODERATED USABILITY TESTING

1. To find out ow people would use the menu and answer the question of hover vs click;
2. 📋 Testing transcripts → Byggmax moderated user testing

RECRUITMENT

1. All tests that happened with Swedish audience (tree tests, first click, usability tests) were recruited via sending out emails to current Byggmax client asking the to fill in survey to apply.

RESULTS

Byggmax_20Usability20testing20results20_compressed.pdf

👆🏻 Future improvements: ⇒ To make future reports stronger it is advised to also review the menu and benchmark them against best practices, showing client more examples of good implementations of similar mega menus.

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