CheckPoint Usability
Project Background
A luxury car company was timing an expansive (and expensive) website re-launch with a well-placed Super Bowl advertisement. The intent of the ad was to drive people to the new site, so naturally this automaker wanted to make sure the fresh look would be useable by the target demographic.
Client Objectives
Confident in the quality of the ad, the client wanted to confirm that two distinct Super Bowl audiences would connect with the website, and the brand. It was important that the older demographic (likely to purchase the car) be able to easily navigate the redesigned website. It was equally important that the website also appeal to the younger audience; the client’s new target demographic.
The Challenge
While the project objectives weren’t too difficult, the project timeline did present a bit of a challenge. The Super Bowl takes place on a Sunday, and the client requested the study on the Monday before. That meant that we needed to be ready to perform live Customer Usability Testing by Wednesday in order to deliver the report and recommendations in time for the big game.
Our Approach
The logistical simplicity of the CheckPoint usability process allowed us to guarantee the client a quick and easy turnaround. We knew the system would be able to give us a sense of what both target audiences were looking for, and that our prescriptive report would allow the client to quickly act on our recommendations.
The Outcome
Not only were we able to pick up on a few minor non sequiturs and organizational issues within the website, but also catch a major oversight both target audiences were looking for: PRICE. In order to access the cost of a new car, users, both young and old, had to link out of the automaker’s website to that of a local dealership. This essentially undermined the experience the client was investing so much to provide.
The Upside
After just four Customer Usability Tests, the client left the facility to immediately fix this potentially costly flaw. The CheckPoint usability process itself provided the necessary information to make the Super Bowl ad spend worthwhile for the client. Timely research also enabled the client to go into game day confident that both target audiences would connect with the website, and importantly, the brand.
