A user experience project on a global scale, providing actionable...
Experience Lab is part of Serco Group plc.
Condé Nast wanted to understand attitudes and behaviours of international Vogue.com customers across their market, to inform their digital strategy. A task they turned to ExperienceLab to deliver. The team at Condé Nast were particularly interested in how Vogue.com slotted into the digital landscape that customers engaged with, and more importantly, what pulls in or pushes people away from their suite of global websites.
We conducted all of our research in non-English languages, uniquely focusing on areas where detailed research had not previously been conducted. We interviewed users from each market segment, resulting in 30+ interviews across Mexico, France and China. During these interviews, our teams engaged in Spanish, Chinese Mandarin or French.
We delivered a high-level journey map for each segment, including key steps in the journey and accompanying push and pull factors in a user’s journey on the website. 10 journey maps were created in total. The format of the maps also meant that they could be easily converted into high-fidelity experience maps by the Condé Nast team. Recordings of all the sessions that took place in their native languages were presented for global distribution