Continuously improving of the customer journey

Customer story: Lacoste

The context: Working with an agile methodology

Today Lacoste is facing a real challenge: accelerating its digital strategy by strengthening online purchases while preserving its brand image. The online shopping experience must be at least as qualitative as the experience in a Lacoste store. In this context, we have assisted Lacoste by putting together an iterative process to better complete specific user research projects that we do with Lacoste.
Teams work continuously to to improve the e-commerce website.
The brand makes sure to place customers’ needs at the centre of preoccupations when improving the user journey on the website.
Lacoste knows well that cultural aspects bring many differences in the users’ approach to the brand. Therefore, there is a need to evaluate and compare customers’ expectations in France and in the USA.

Evaluate how fluid is the initial customer journey on the e-commerce website of Lacoste.
Repeatedly measure with real users the impact of modifications brought to the Lacoste website.
Measure users’ perception of the Lacoste e-commerce website throughout time to create an optimal user experience.
Test and compare feedbacks from French and North American users.

Méthodologie : Setting up recurring remote users tests in France and in the USA.

In order to be in phase with Lacoste’s production timelines on the e-commerce website in both countries, we advised a periodicity of one test each trimester. Every three months, the same test was automatically launched in France and in the USA on our digital platform.

We started by co-creating a test protocol for a user journey on the Lacoste e-commerce website. This was the fruit of collaboration between our UX Consultants team and Lacoste UX team and it allowed us to have a user experience that remained comparable through time.
Our Lacoste-dedicated project manager organised two remote users’ tests every trimester: One in France and the other in the USA.
For each remote user test, a full analysis is made by our UX research consultants in order to identify areas of improvement on each of the two websites to be tested (French and English).

For each remote user test, a full analysis is made by our UX research consultants in order to identify areas of improvement on each of the two websites to be tested (French and English).
The analysis allows us to pinpoint elements that improve the user experience and areas in which there is progress to be made. For example, the organisation of the product page was modified between the first and second test which allowed for a clear leap of the users’ satisfaction level on that step.
A specific care was given to users’ feedback given during the sanitary lockdown. It helped us getting a first analysis of the impact of the sanitary crisis on users’ buying behaviours.