Case Study: Cybuy

Perfecting Online Shopping Tools
CyBuy was a digital marketing developer funded by NatWest; their marquee product was an email tool that allowed consumers to purchase items from directly within an email, without the need to be redirected to an e-commerce site. As with many such applications that were new at the time, the back-end technology had been built without a clear understanding of how the average consumer might interact with the application. Catalyst was hired to improve this understanding and develop architecture for the customer face of the tool.

Services Provided

User Interface Design, Usability Testing + Analysis, Prototype Development, Communicating Usability

Methodology/Solution
In close collaboration with the CyBuy development team, Catalyst designed and built three different prototypes for the in-email interface. We then conducted lab-based tests to determine which prototype was most approachable and effective at communicating not only process but also security - targeting people who were online shoppers (relatively speaking, a smaller audience at the time than now). Following the tests, we provided additional analyses and recommendations regarding how CyBuy should further develop the product.

Benefits

• Efficient analysis of proof of concepts via targeted tests;

• Further development could be guided by the key insight that basic purchasing convenience was paramount - vs. highlighting process or even security;

• And marketing of the product also was modified to emphasize this.

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