Case Study: a major arts & crafts retailer improves omnichannel engagement with Usability Sciences

a major arts & crafts retailer uncovers 4 omnichannel friction points with Usability Sciences

A major arts & crafts retailer engaged Usability Sciences to identify friction points within its omnichannel experience. The customer's key challenges included mapping primary customer journeys, finding ways to better engage novice crafters, and improving the efficiency of its website to convert single-channel shoppers into omnichannel customers.

Usability Sciences implemented a comprehensive omnichannel research plan involving focus groups, usability sessions, in-store shopalongs, and online surveys. This research uncovered critical opportunities to engage customers earlier via social media, align online and in-store operational experiences, improve the website's UI, and enhance the in-store experience with better signage and WiFi. As a result, the retailer gained actionable insights to design a more seamless and consistent customer journey across all touchpoints.