How can Canal Digital optimize the user experience of its landing pages?
Canal Digitaal, a Dutch provider of satellite television, has launched a new product: the Canal Digitaal TV app. This TV app allows users to watch live television as well as series. This can be done on different devices without the use of cables or other complicated electronics. Canal Digitaal wanted insight into how well this new TV app was understood by people based on three different landing pages presenting the app. Blauw examined the user experience (UX) of these three landing pages. This will allow Canal Digitaal to communicate the unique selling points of the TV app even more clearly and thus recruit more enthusiastic customers for the product.
Challenge
How well does your target audience understand the product you want to offer?
In order to improve the user experience of the landing pages, Blauw examined the following topics in addition to understanding the Canal Digitaal TV app:
- What expectations do people have based on the information on product landing pages?
- What information do people want to access in a specific place on landing pages?
- How "deep" can certain information be hidden on the landing page?
- To what extent are FAQs relevant and helpful to the questions people have?
Vision
Solution
A qualitative approach with depth in User Experience
To answer the research questions, we started looking at the different landing pages through online UX interviews with respondents. In an individual interview we can go into great depth with a respondent and ask further questions where relevant. This way you get a good picture of the product understanding, the wishes and needs people have in response to the landing pages and we discover valuable insights that Canal Digitaal has not thought of before.
Respondents were invited in a veiled way during this study. That is, we do not tell them in advance that it is a study for Canal Digital. In this way we prevent respondents from pre-orienting themselves on the landing pages and participating in the research with unwanted prior knowledge. Canal Digitaal was able to watch all interviews anonymously during the interviews.
Result
What did this UX research yield for Canal Digitaal?
After discussing the initial results with Canal Digitaal, Blauw summarized the most important insights and leads in a report. This gave Canal Digitaal in-depth insight into the comprehensibility, information provision, navigation, layout and design of the various landing pages. We present concrete starting points to optimize the User Experience in a visual way: with screenshots and quotes of strong- and improvement points. Canal Digitaal immediately went to work with the results and made adjustments within a few days to make the landing pages even more pleasant and effective for users.
Read more about our UX research on the website of our label yourUX
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With User Experience (UX) research, you are guaranteed to find leads to optimize your digital assets in a user-friendly way.
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