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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.
Customer case: our response to Lacote's problem to optimize the customer journey of its e-commerce website in an agile way.

The goals to optimise the customer journey

  • User tests make it possible to assess the fluidity of the customer journey

    Evaluate how fluid is the initial customer journey on the e-commerce website of Lacoste.

  • Evaluate the perception of your experience with qualitative methods

    Repeatedly measure with real users the impact of modifications brought to the Lacoste website.

  • User tests make it possible to evaluate the added value in each sprint using agile methodology

    Measure users’ perception of the Lacoste e-commerce website throughout time to create an optimal user experience.

  • Remote user tests can be done world wide

    Test and compare feedbacks from French and North American users.

Our approach to continuous testing

  • UX research method: agile remote user test

    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.

Optimize your user experience and ensure your success

Project progress

Quarterly remote user tests

  • 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).
Evolution of the customer journey after several agile sprints of tests and optimizations.
Evolution of the user score after the first remote test.


  • 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.