Dogs Trust
I helped introduce task-based usability testing with real dog owners and supporters, observing real tasks and using the friction we found to shape improvements. Following the design changes, website sessions increased 37% year on year, users increased 40%, rehoming page views increased 32%, and gift sales from referred traffic increased 12%. Don’t debate what customers want in a meeting room when you can watch what they actually do.
Context
I helped introduce task-based usability testing with real dog owners and supporters, observing real tasks and using the friction we found to shape improvements. Following the design changes, website sessions increased 37% year on year, users increased 40%, rehoming page views increased 32%, and gift sales from referred traffic increased 12%. Don’t debate what customers want in a meeting room when you can watch what they actually do.
My Role
Co-Founder Baked Agency and Project Lead on this project.
Problem
I helped introduce task-based usability testing with real dog owners and supporters, observing real tasks and using the friction we found to shape improvements. Following the design changes, website sessions increased 37% year on year, users increased 40%, rehoming page views increased 32%, and gift sales from referred traffic increased 12%. Don’t debate what customers want in a meeting room when you can watch what they actually do.
Approach
I helped introduce task-based usability testing with real dog owners and supporters, observing real tasks and using the friction we found to shape improvements. Following the design changes, website sessions increased 37% year on year, users increased 40%, rehoming page views increased 32%, and gift sales from referred traffic increased 12%. Don’t debate what customers want in a meeting room when you can watch what they actually do.
Experiments / Evidence
+37% sessions · +40% users · +32% rehoming page views · +12% gift sales
Outcome
I helped introduce task-based usability testing with real dog owners and supporters, observing real tasks and using the friction we found to shape improvements. Following the design changes, website sessions increased 37% year on year, users increased 40%, rehoming page views increased 32%, and gift sales from referred traffic increased 12%. Don’t debate what customers want in a meeting room when you can watch what they actually do.
What I Learned
Observing and asking your users is still the foundation of quality customer experience design.
