How we pinpointed UX mistakes in the website purchasing flow

T-2 is the second largest telecommunication service provider in the region. With over 200 000 household and business customers, their website monthly visits rake in at about 50K unique users.

The mission of T-2's website is to empower its customers in the research process by giving them all the tools necessary to make informed decisions about service deals.

The key usability testing objective was to see if the website purchasing flow was up to par with modern UX standards and how it affects key business metrics.

One of the biggest barriers for the majority of companies is a lack of knowledge about where to find participants for usability testing. This can be a burden, especially if it's not clear where the most of the UX mistakes are coming from.

By taking a detailed look at the entire user journey, we identified personas we are looking for. With access to 100,000+ testers of different demographics, we chose 6 representatives of clients target audience that will give us relevant and credible results.

In this case, we were looking for users aged 20 - 50, with different levels of computer skills and with at least one experience with telecommunications services.

Working closely with the client's product manager, we've distilled useful information to pinpoint the parts where the user journey is most vulnerable. This allowed us to prepare test scenarios that users encounter most often and where, based on our experience, problems may occur most frequently.

When conducting an interview, it is important not only what you ask but how you ask it. You should be prepared with open-ended questions that require more than just a yes or no answer. You may also want to ask some follow up questions if necessary. This will help ensure that each participant has an opportunity to share their thoughts and explain their actions, doubts and concerns in more detail.