Unearthing Areas of Opportunity with User Research

Conducting research into the needs and behaviours of our website users is crucial. It helps us identify website issues and understand what’s most important to our audience.

At Roxoa Group, we’re dedicated to enhancing our online jewellery stores and the overall shopping experience. We initiated a user research project aimed at identifying which aspects of our websites require focus, and why those aspects matter to our customers. Pete Maughan, our Head of Design took the lead on this project and through his thorough planning and execution, we were able to get an extensive amount of data. 

Impartial Participant Recruitment

We recruited 19 participants in total that represented the target audiences of our stores. We adopted a fully anonymous approach to recruitment in order to avoid pre-research bias, keeping the study’s focus and store name undisclosed.

Above: The survey disguised that we were looking for jewellery shoppers specifically by adding a range of item types.

Once the survey responses were in, we shortlisted participants who had interacted with jewellery online and that also matched our target demographic.

Understanding the ‘Why’

We ran one-on-one video call sessions with all 19 participants. The hour-long sessions were fully recorded and included:

  • An initial interview discussing their online shopping motivations and concerns
  • A usability test to gather feedback on their experience of using our stores whilst conducting jewellery shopping tasks
Above: Research Lead, Pete, watches as a participant engages with the Ruby & Oscar homepage hero video on their mobile device, sharing their screen during a video call.

The sessions were designed to be semi-structured, giving us a clear plan to follow while also letting us dive deeper into specific moments that stood out. This method enabled us to probe further and ask extra questions to uncover the ‘why’ behind user challenges.

Valuable Insight to Inform the Next Steps

Our user research, data processing, and thorough analysis revealed various pain points users encounter in our stores, as well as numerous moments of positive feedback. This insight helped us pinpoint areas of improvement, as well as highlight our strengths and unique selling points.

A detailed report containing the research findings, along with detailed recommendations was created and shared with our teams. This research has been key in steering us towards implementing effective, user-centred solutions.