A complete report, finding by finding

In short

On the product page, the “Add to cart” button stays gray until a size is picked, and nothing says so: that is where the journey breaks down most often. On desktop, our check also found a bug that keeps Firefox users from getting from the cart to payment. Next come the size names, which change from one product page to the next, and the account required before payment. The menu, the photos and the cart itself work well and don’t need to be redone.

• 2 critical
• 4 major
• 4 minor

7 obstacles found by the testers, 3 bugs found by our team

What already works

• The menu leads straight to duvet covers: all five testers got there from the home page without hesitating.
• The close-up photos show the texture of the fabric, and several testers mentioned it out loud.
• The cart shows the size, color and price of each item, and is easy to edit with a finger.

Where to start

1. First, findings 1 and 2: these are the two places where a visitor can’t go any further, one on mobile, the other in Firefox on desktop.
2. Next, findings 3 and 5, which come down to the same thing: making sure the visitor orders the right size. One name per size and a size that no longer changes on its own also take care of part of finding 7.
3. Then finding 6: checkout without an account removes the step where two testers said they would close the tab.

How this report was made

• Recruiting: five testers matching the customer profile the store described, adults in Quebec who buy their home linens online.
• Sessions: each tester went through the journey alone, with no moderator, on their own phone, thinking out loud while their screen and voice were recorded.
• Functional check: before the sessions, our team checked the journey on desktop and on a phone, in several browsers, and logged the bugs separately.
• Analysis: our team watched every session in full, from first screen to last, then wrote each finding using the testers’ exact words.

The limits of this report

• Five testers are enough to spot the obstacles that come up from one person to the next; a count like “3 of 5 testers” describes what they went through, not a statistic about all your visitors.
• The report shows where and why testers get stuck; it doesn’t measure a conversion rate or predict how the fixes will affect your sales.