Designing an Online Accessories Buying Experience that Customers Can Buy From with Confidence
A global online retail technology brand was redesigning its accessories shopping experience and wanted to make sure the new direction matched how customers actually shop. While accessories are often secondary purchases, they still shape brand perception and can influence how confident customers feel as they browse and buy.
The client needed a clearer understanding of what makes this type of shopping experience feel effortless, credible, and worth completing.
How We Got There
The Challenge
Accessory purchases may seem simple, but customers often hesitate when they are unsure about compatibility, quality, or whether they are choosing the right option. The client needed to understand what was helping customers move forward with confidence, what was creating friction, and how the redesigned experience compared with the standards set by other platforms.
What We Did
We put the redesigned experience directly in customers’ hands and watched how they worked through real purchase decisions. Through remote in-depth interviews, participants moved through the site in real time, showing us where they felt confident, where they hesitated, and what information they relied on to keep moving. That allowed the client to see the experience through the customer’s eyes, not just through design intent.
What Changed
The client gained a much sharper view of what customers needed in order to buy with confidence. The research highlighted where the redesign was supporting decision-making, where it was introducing friction, and which improvements would make the experience feel clearer, more credible, and easier to navigate.
Details modified to protect client confidentiality.