Investigating the decline of high street brands from eCommerce perspective, this Research Report involved a detailed audit of the top 10 Electronics Brands User Experience online.
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[Ashford, Kent, 2019]
Space Between have released a detailed eCommerce brand comparison report, focused on the top ten Electronics brands in the UK. The research project involved an in-depth audit of the complete website of each brand, including both desktop and mobile experiences. The 10 brands included in the report were Amazon, Currys PC World, EE Game, Three, Apple, Jessops, Microsoft, Nest and Dyson.
The research was conducted by a team of UX researchers at Space Between, a research and consultancy business with offices in London and Ashford. The consultancy owns one of two biometrics testing laboratories in the UK, which are used to test subjects during online interactions. Subjects perform tasks on the websites or apps being tested, with the biometrics testing technology measuring and analysing physiological and subconscious responses to user journeys online. The business are also working in collaboration with the University of Christchurch in Canterbury on further eCommerce UX research.
When reflecting on the findings of the report, Alan Clark, Lead UX Researcher & Designer at Space Between says “the report was surprising. It unearthed a lack of best-practice among some of these brands in certain areas.” He explains that the report is an ongoing project, and that the top 100 British brands can expect to be compared in various chapter releases.
The report dissects the areas of strength and weakness in each brands digital experience, which has ramifications beyond their website alone. “It helps to give context to the issues we are experiencing with the collapse of the high street. Consumers simply abandon poor journeys to seek more positive ones elsewhere, which is why these findings are so significant“ says Mr Clark.