In-store, existing digital demos intended to educate customers about a variety of products had low engagement. Our client wanted to understand what barriers were preventing demo usage and how these demos and sales staff could work together to drive sales.
We used a three pronged approach that included:
In-store shop-alongs with recruited customers to do a deep dive exploration of the demo experience.
In-store observation of real-time customer behaviors/demo interactions, followed by intercepting the customer to ask questions to determine when and why they used the demos.
Sales staff shared how the demos could be more helpful to them to “sell” or educate customers.
Key learning from the customer feedback (accompanied by “real world” video interactions) and sales staff input resulted in a redesign for both the static signage surrounding the demo devices and the UX design of the demos themselves to increase clarity. A strategic plan was created to inform current and future digital displays.
These results were validated by quantitative research and demo device interaction analytics.