Case Study: Apple improves iPad and PC website usability with Loop11

Apple improves iPad task completion to 100% with Loop11

Loop11 conducted a usability study for Apple to understand how user experience differed between PC and iPad users on the Apple website. The challenge was to uncover how browsing and task completion were facilitated by the site on these different platforms without any pre-conceived ideas about the potential differences.

The solution implemented by Loop11 was to run identical unmoderated online studies with 100 participants split evenly between iPad and PC users. The results showed that while task completion rates were very high and sometimes identical, iPad users consistently took longer to complete tasks, spending 47% to 53% more time than PC users despite often viewing fewer pages.

Apple