Painting the Full Picture: How Jotun Explored Online Customer Behaviour

Challenge

Jotun, the leading Norwegian paint manufacturer, wanted to understand how current and potential customers began their search and found inspiration online when looking for paint.

This study was particularly interesting for the company since Jotun’s website did not have an e-commerce function. Therefore, when consumers visited its website, they would look for inspiration, but would eventually have to move ‘offline’ to purchase their paint.

Solution

Jotun picked a custom-made version of Sonar’s “Website” study, and let Sonar recruit 10 B2C users from its well-established Swedish market and 10 B2C users from the UAE, a new market in full expansion.

The study asked participants to complete several tasks on Jotun’s website. The goal was to better understand how the website met users’ needs in terms of their ability to locate and select specific indoor and outdoor paints, as well as find a Jotun dealer.

Results

The study revealed customers could perform all tasks with ease, and found the website visually appealing, easy to navigate and intuitive. However, they also wanted more e-commerce features – such as price comparison across dealers and the option to buy online, as well as additional customer stories, visuals and editorials for inspiration.

Impact

The company recognised its website had potential beyond being an inspirational hub. As a result, the digital team at Jotun received clear content directions from its customers, as well as the validation it needed to champion the company’s need for a website e-store.

Fuelling Up on Feedback: Circle K’s Customer-Led App Redesign

Challenge

Circle K was planning a major revamp of its main app. With a new prototype ready to be launched, the company wanted to ensure it offered the best navigation experience and communication clarity. Moreover, Circle K wanted to test the effectiveness of its new loyalty programme, and to confirm users would understand and utilise it at launch.

Solution

Sonar tested Circle K’s prototype using the ‘Prototype User Testing’ study from its insights marketplace. To ensure the lowest level of bias on the new prototype, Sonar evenly recruited participants between app users and non-users across different markets. Sonar then interviewed the participants and aggregated their feedback into a set of actionable insights.

Results

The test confirmed Circle K’s doubts about its new program: most customers liked the idea but found the overall message confusing. Additionally, the test showed that customers appreciated the updated features and sections, but suggested making the app more personalised to their needs and improving the readability of the icons.

Impact

Circle K got the customer validation it needed to cut decision time by up to 50%, streamline development efforts and roll out a new app with enhanced navigation and value to its customers.

Beyond Analytics: How Bambo Nature Used Customer Insights to Boost Online Sales

Challenge

Bambo Nature, a skin and eco-friendly baby products manufacturer, was looking for a way to boost conversions from its UK online store. The company’s e-commerce team was already using all of the traditional analytical tools, such as Google Analytics and A/B testing, to optimise conversions. However, it wanted to take it one step further and discover how customers experienced its website.

Solution

Bambo Nature needed rapid insights on video into the customer’s purchase experience. Therefore, the company decided to run a usability test with Sonar, using the ‘e-commerce flow’ study from the Sonar insights marketplace. Sonar then recruited participants in the UK market, interviewed them and aggregated their feedback into a set of actionable insights.

“Sonar’s easy-to-digest format and powerful insights helped us gain internal buy-in and quickly implement changes that benefited our customers.”

Helle Merrild Hansen, eCommerce Manager, Bambo Nature

Results

Sonar provided Bambo Nature with a comprehensive list of insights and customer-backed recommendations. The company was surprised by the results: the test revealed customers found the navigation intuitive, but struggled with confusing terminology and pop-ups interrupting the flow. Furthermore, it gained a clearer perspective on its customers’ pain points and barriers, validating some of its internal assumptions.

Impact

The insights provided by Sonar gave the e-commerce team the authority and validation it needed to make meaningful changes to its website and optimize it for maximum conversion.

How Saxo Bank’s Customer-Centricity Led Digital Innovation in Private Investing

Challenge

As a platform provider for multi-asset trading and investment, Saxo Bank strives to empower people with a user-friendly and personal platform experience, no matter if they want to actively trade global markets or invest in their future.

Therefore, Saxo Bank wanted to understand the use and satisfaction with the current solution, as well as apply an iterative process to optimise and further develop their solution.

“The investor platform is the core of the offering to our customers and a key differentiator. Staying ahead of our competitors by exceeding market expectations to the customer experience is a constant strategic priority.”

Martin Christiansen, Head of Platform at Saxo Bank

Solution

To get the best overview, the bank ran iterative tests using the Sonar platform with several investors, from evaluating the existing platform to prototyping until launch.

Results

By helping assess elements across the platform, the bank gained insights into their customers’ opinions: what drove them to use the platform, as well as what they could improve. This helped speed up development while optimising new functionality, features and content.

With easy-to-access customer insights from both the mobile and desktop versions, Saxo Bank was able to place its platform to be one of the most responsive on the market.

Impact

Through Sonar, Saxo Bank was able to gain the right insights and involve its customers in assessing and optimising its platform. Thus, it managed to steer digital development in a way that was actually useful to its target audience. It was an instant success for the bank, as it went on to win the 2019 Active Trader Award for Best Platform.