We recently ran a research study that investigated consumer tastes and preferences in the context of product customization. The goal was to find out what consumers want from a product customizer. We asked them to run through a Treehouse Logic product configurator and then respond to a series of questions.
The results are very telling: User experience design is top priority. Consumers are no longer of tolerant of websites that are not intuitive and fun to use. Good usability includes application performance, a smart layout, and comprehensive navigation. When users are exposed to an A+ site, they appreciate it. During the user flow, consumers need obvious answers to questions like ‘where am I?,’ ‘what do I do next?’ and “how do I finish?”
In addition to ease of use, respondents mentioned the ability to navigate many choices, and the importance of visualization of the custom product.
- 50% complimented the site’s ease of use
- 33% appreciated the rich selection of choices, (ie a graceful solution to “the paradox of choice.”)
- 17% raved about the visualization, ie zoom, alternate views, and the importance of seeing high quality, accurate images of the product as they design it.
179 respondents answered the optional open-ended question “What did you like most about the product customizer?” Here are a few verbatim answers.
Ease of use:
“Intuitive, lots of preprogrammed options, fast, very EASY”
“Easy and simple steps with a quick update of pricing on additional additions.”
“Its intuitive design and customizing features”
“A wide range of selections. Various colors.”
“I liked being able to choose colors for every component.”
“Broad options for materials and colors.”
“Very fast in seeing what I wanted to appear in my changes”
“The zoom feature – the varying viewpoints of the product”
“I liked the visualization of the custom bag.”
Filed under: Consumer Experience |