An Unmoderated Usability Test Case Study
Decoding the shopping habits of automobile oil consumers.
A major oil and gas company wanted to better understand the online shopping habits of two different consumer groups:
Consumers who change their automobile oil themselves (DIY)
Consumers who visit a service center (DIFM)
The company wanted to test out its proposed designs to potential users to understand what information consumers were looking for when purchasing oil.
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2 Weeks, includes initial test planning, set up, launch and analysis
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2 Unmoderated Usability Studies using the UserTesting platform
20 Participants, 10 per study
Given our 2 week timeline, we put together an unmoderated usability test using UserTesting’s platform.
We created a screening questionnaire to capture our target demographic, and participants that met one of the following criteria would then be taken into that consumer group’s test.
We crafted the study to have participants walk through the process of purchasing oil or selecting a service center to complete an oil change for their vehicle, stopping periodically to answer questions about what they see on the page.
Screener Criteria
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Individuals who change their own motor oil
Have changed their own oil within the last 2 months or will in next 2 months
Shop for items online and either purchase online or pick up in store
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Individuals who do not change their own motor oil
Have taken their car to get an oil change within the last 2 months or will in the next 2 months.
Shop for items online and either purchase online or pick up in store
“To me, I would think the [oil] that says good [for my vehicle] would actually be the best because it's meant for extended performance, has the same amount of mileage as all the rest, and it's also high mileage.”
DIY Participant, when asked about “good, better, and best“ labels on oils for their vehicle
Outcomes
From our 2 usability studies with just 20 participants in 2 weeks, we provided the company with over 100 easily-implemented recommendations to improve the experience.
A sample of the detailed findings and recommendations presented to the team.
Key Insights
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Consumers want to see products and promotions relevant to their specific needs, including their vehicle, price points, and previous purchasing history.
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Participants consistently asked about the benefits of the company’s oil and the quality of the products, especially if the oil is synthetic.
Explain why it's better to buy this company’s products than others for their vehicle and needs, and show price if possible.