Listening to your customers to inform design decisions

by Amanda Johnson

Ahead of updating the page design for the Wrangler Jeans Fit Guide, we recognised an opportunity to use the power of research insights to lead the design decision process. The aim of the research was to uncover to what degree the current Fit Guide was fulfilling the customer’s needs and gain an understanding of key questions they were trying to answer while on the guide.

These findings would provide direction for design updates to ensure the new page design delivered the right content, with the right level of detail that is presented to them at the right time in the user journey.
This is where the powerful combination of quantitative and qualitative research methods come into play.

Quantitative and qualitative research working hand in hand

To gain a 360° understanding of the user’s experience we drew on 5 data points that were  both qualitative and quantitative: Hotjar poll, heatmaps and recordings as well as remote moderated sessions and Wrangler’s Customer Support logs.

We began by reviewing the Wrangler support logs to look for commonly occuring themes and used these to inform the question we presented in the Hotjar poll. Some common queries centered around the desire for “exact measurements”, “height of model” and “better comparison of fits”.

The poll was inserted into the Fit Guide page and collected over 400 responses to the question “What else would you find useful when finding a fit?”

We next expanded on this knowledge by running 12 remote moderated tests to unearth the context around this data. As Wrangler is a Pan European company, with key markets in both the UK and Germany we used the testing platform PingPong, to help us reach our very specific and difficult to find German audiences.

After initial warm up interview questions, we conducted task analysis to observe participants as they used the Fit Guide to support a purchase decision. We then followed this up with the same question given to the poll respondents and discussed their response in detail to understand their motivations and described behaviour in relation to the Fit Guide.

Finally, we reviewed the heatmaps and watched hours of Hotjar recordings replays to see how the behaviour previously observed in the remote sessions correlated with a larger sample of the audience.

Challenging industry standards

Conducting research in this way allowed us to report findings that described a multi-layered picture of their user’s needs and behaviours - that most importantly - were backed by a strong combination of both statistical data and empirical learnings.

This depth and rigour of data became vital in conversations with our client as the most interesting outcome from this research was a trend that bucks current perceptions of the ‘correct’ places within the user journey to surface a Fit Guide and a Size Guide information:


Namely, that within the denim industry, many brands display a link to the Fit Guide within the navigation and Size Guides are only shown as embedded content within a Product Detail Page. However the majority of users in this research expressed a need for size information on the Fit Guide page itself. They perceived this to be vital ‘point of need’ knowledge to help them assess if it was worth their time pursuing a particular fit. “I need to work out now if these [jeans] fit my body” Female UK.

If we only presented qualitative data of a small audience sample with them asking for detailed size information or conversely only presented statistical data indicating this preference without any reasoning or nuances qualitative research provides, it would’ve been a challenge for Wrangler to take a leap of faith and pursue the industry bucking recommendations we were suggesting. However, armed with this rich data, our client feels empowered and confident to step up to the next stage of this project which is putting these recommendations into action and testing prototypes of the new design direction.

Stay tuned for updates on how this project progresses.

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