On October 20, the “ Study of behavior and conversion of online pharmacies and parapharmacies ” was presented , a new sector study carried out by Flat 101. In this article, Sofía Pauls, together with the UX Lab team at Flat 101, will explain the process behind sector usability studies, the problems faced and the results obtained.
It's been a year since the Flat 101 UX Lab team launched this research. In the process, we have put into practice a methodology already consolidated in other projects. The result is a portrait of the user experience in the online purchase of pharmacy and parapharmacy products . But how did we achieve this?
The objective of a usability study is to understand the state of the experience of a website. A sector study goes further, comparing the most important competitors in the market.
The methodology consists of comparing products with potential customers or, in other words, iceland number data testing websites with real users. In addition, to establish an objective comparison method, each website is evaluated using the same technique: the System Usability Scale .
Considering the research process, the approach followed consists of:
Massive quantitative data collection through a survey. At the same time, users with a valid profile are selected to continue the research.
Running tests with potential users . Combining moderated testing, which includes an in-depth user interview, with unmoderated testing.
Survey on the usability of a website. Users of moderated and unmoderated tests evaluate the website they have consulted using the same criteria.
This experimentation through user testing generates a large volume of qualitative and quantitative information, so a subsequent analysis of the data is essential to find the relationships and obtain valuable conclusions. Therefore, the success of research lies precisely in the research .
Difficulties successfully overcome
On the other hand, we have also faced obstacles in the development of this study.
Modifying pages during the research process
The fleeting nature of content on the Internet is a common problem, and it has been a challenge in this project. Competitors themselves are aware of the state of their pages and have been making changes to improve them . Despite the positive effect of all this for users, we have had to repeat several tests in order to be able to truly compare the results obtained between competitors.