Customer Journey & Competitor Analysis for a Digital Printing App
Role: UX Researcher & Project Manager
Revenue: ~30k
Year: 2024
Objective: Improve the user experience of an app for digital printing by testing the entire customer journey and comparing its UX with that of three competitors.
Approach:
Customer Journey: 40 participants from different EU countries (60% iOS, 40% Android), 90% women and non-binary were selected for their experience with photo printing apps and were asked to evaluate the full process from registering on the app and features navigation to the creation of a photobook and receiving the printed product.
Competitor Analysis: 30 iOS users from the same countries assessed three competitors, again participants assessed the full journey from registration to payment, while testing and giving feedback on top features and strengths.
Methodology:
Participants: for the Customer Journey, 40 testers were selected from Italy, Germany, France, and Spain, with 60% using iOS and 40% using Android. The group included 90% women and non-binary individuals, chosen for their familiarity with photo printing apps and their willingness to order and receive a final product. For the Competitor Analysis, 30 additional testers were recruited from the same countries, all using iOS.
Use Cases:
Customer Journey: Assessed the full user experience, from registration, browsing products, creating a real photobook and using all editing features to the final delivery of printed photos and photobooks at home.
Competitor Analysis: Evaluated competitor apps, focusing on registration, creating a phonebook, and payment processes to identify areas for improvement.
Data collected:
In both tests, qualitative (participants’ feedback on the entire flow of creating a photobook) and quantitative (7-point Likert scales were used to measure participants’ attitudes to particular questions or statements) data were collected.
Outcome: Two detailed final reports were delivered to the clients with recommendations to enhance their app’s user experience, drawing on direct comparisons with competitors’ strengths and user feedback from the customer journey analysis.