During the redesign phase of the Rent-A-Center website, a battery of user tests was conducted. One method was to use a low-cost, online user testing tool to validate the effectiveness of different designs, navigation treatment, taxonomy, and content structure.

 

I utilized preference testing to hone the design, look, and feel. I tested merchandising of products and product categories with memory five-second tests to understand what designs best resonated with key messaging with users. Each test helped to optimize the best possible experience for the final implementation. And I employed a series of first click and click flow testing to improve findability and navigation treatments for both mobile and desktop experiences.    

All of this testing proved invaluable in the final design prototype I took into usability testing and ultimately to the live experience that increased qualified leads by 80%.

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