How Do Customers Differentiate Between Products?
A mixed-methods study exploring what drives customers to select a higher-priced choice out of similar items, which was then used to inform strategy before a premium clothing line release.
Overview
Company
Under Armour
Team / My Role
Team of one / senior researcher
Timeline
Four weeks
Impact
Informing strategy on how to design PDP to ensure customers are interested in the newer premium line.
Opportunity
As Under Armour prepares to launch new premium products at higher price points, they want to understand how to use storytelling and education to guide customers through the digital experience and ensure they understand the differences and benefits of the products.
Methods
Moderated Interviews
Methodology
10 Mobile Web Customers +
10 Desktop Web Customers
Participants based on device
10 Target Demo Customers +
10 Current Demo Customers
Participants based on demographics (age + behavioral [specifically level of activity])
UserTesting.com
Tool used for recruiting and testing
Process
Participants answered generative questions about how they approach online shopping and product comparison, then shared details of a real past experience in which they compared two similar items at different prices, and finally compared two sets of UA products in real time.
Findings
Next Steps
