My work
About me
Testimonials
Contact me
2023
EE Gaming Store benchmarking user research
Benchmark analysis of EE’s Gaming sites and sales journeys.
EE Gaming website
My role
Product designer
Date
Q3 2023
The team
-
Product manager
-
User researcher
-
Content designer
What are we testing?
Currently only existing EE customers can purchase gaming tech from ee.co.uk. They do this by adding it to their mobile phone plan/contract. However non-EE customers can still purchase gaming tech out right, but through a ‘sub site’ store.ee.co.uk.
We are testing to see if both existing and non-existing EE customers understand that they can all purchase gaming tech. The marketing slogan headlining this whole message is ‘For every player on any network.’
We’ll be observing how both types of customers land on our site and navigate through the journeys to check out.
Research background
Day 01
Objectives
-
Carry out benchmarking of the gaming ‘add to plan’ journey on the live EE mobile site.
-
Gather evidence on how users would find a console bundle to buy on EE Gaming from search engine.
-
Observe users’ behaviour on the gaming journeys and ‘check out’ experience.
-
Gather any evidence on pain points on the current journeys.
-
Gather feedback on content, visual and design of the journeys and ‘check out’ experience.
-
Get EES (Emotional Engagement Scores) for the journey.
Participants background
-
4x moderated research, mixture of in lab and remote. Sadly, we had 1 last minute no show.
-
2x remote participants had access needs: 1x dyslexia and 1x autism.
-
Must be existing EE customers and are in the market to buy a console over Christmas.
-
Must be existing EE customers and are in the market to buy a console over Christmas.
The task 01
Show us how you would add a PlayStation 5 Spider-Man 2 bundle on to your existing EE contract and check out.
Go to day 01
Day 02
Objectives
-
Carry out benchmarking of the gaming ‘buy outright’ journey on EE Store with non-EE customers.
-
Gather evidence on how users would find a console bundle to buy on EE Gaming from a search engine.
-
Observe users’ behaviour on the gaming journeys and ‘check out’ experience.
-
Gather any evidence on pain points on the current journeys.
-
Gather feedback on content, visual and design of the journeys and ‘check out’ experience.
-
Get EES (Emotional Engagement Scores) for the journey.
Participants background
-
5x moderated research, mixture of in lab and remote.
-
Must be non-EE customers and are in the market to buy a console over Christmas.
The task 02
Show us how you would buy a Meta Quest 3 512GB with Charging Dock Bundle and a Purple Xbox controller on EE as a non-EE customer and check out.
Go to day 02
Day 01
Research insights summary
-
Users immediately logged in as soon as they reached ee.co.uk, once they logged in, we observed 2 users using the add to plan rail post login to navigate to get a PlayStation 5 Bundle added to their plan.
-
Users believed the EE customers only bundles were rewards for their loyalty and they saw it as good value and showed that EE care about their customers.
-
3 out of 4 users were not aware of what game passes were, they did not understand what service they will get from having one in their bundle. Content on the bundles need more work.
-
Multiple CTAs on the Gaming Hub for buying was confusing, 2 users hesitated on where to go (EE Store or login to add) to move forward on the ‘add to plan’ journey
-
We observed one user landing on the wrong store front during the sessions from Google ad was slightly confused by multiple store fronts.
-
Overall, users managed to complete the tasks we set them.
-
However, we had technical issues during the benchmarking sessions where the NBA (Next Best Action) rail was being updated by CMS team!
Insights
‘Multiple CTAs for 2 stores confusing for users’
-
On the EE mobile web now, there are two CTAs when users land on the gaming page. That was confusing and cause the users to hesitate.
-
We observed during the research sessions, users really paused to have a think before committing to login for more.
‘Users immediately login’
-
For the research, we have secured a test account for the users to use. Meaning they can complete the checkout process right until the order confirmation page.
-
We observed in the research that the users immediately login after they weretold what to do.
-
Three users clicked on the top right profile icon to login and one user used the hamburger menu to navigate to gaming and then login.
-
No issues with logging in with the login provided.
-
Overall, users found it really easy to start the process.
‘Multiple ways of getting PlayStation 5 bundle’
-
During the research we have observed that once the users had logged on to the test account given; there were multiple ways of adding the PlayStation 5 bundle. As a result, the sessions were shorter than we anticipated.
-
We have observed that some users would go through the navigation to the Gaming Hub then scroll down to the promotion rail to start the journey that way. Some users went from the account and add it via the NBA rail.
-
With multiple ways of starting the journey, it could make it confusing for the users and they could end up at the wrong section and not complete the task.
‘Product card content needs to be updated’
-
Another observation we made during the research was that users skim read the content on the product cards.
-
When we asked the users what were included in the bundle they selected, users understood most of the content, but users did get confused by the Game Pass content. (EE Game Pass - A redeemable voucher for a digital copy of a game).
-
Some users did not understand what game passes enable them to do and some were not clear on the length of the subscription.
‘Users expect to have a credit check again’
-
As the users were completing the add to plan journey, once they got to check out we asked them what their expectations were.
-
Users expected to have a credit check carry out again due to the potential coast of the PlayStation 5 bundle as its over £500.
-
Users were not aware that they do not need to have a credit check done again as they are already EE customers.
-
Finally, users were unsure how many products they can add to their existing EE mobile plans.
‘Users missed direct debit information on check out’
-
During the final steps of the add to plan journey, we observed users looking for direct debitinformation.
-
Users were looking for the information for exact day that the money would be taken from their accounts.
-
Due to the position and size of the text, users missed out on the information during check out.
‘The term accessory in basket’
-
Another observation we make during the benchmarking was that the term ‘accessory in your basket’ was confusing for the users.
-
From their viewpoint, the PlayStation 5 was not an accessory, yet it was branded that in the basket.
-
The use of the term ‘accessory’ needs to be reviewed for the basket and may need to be updated to reflect the items that are being added to plan.
Day 02
Research insights summary
-
For day 2, we have observed that multiple EE ‘store fronts’ (ee.co.uk and store.ee.co.uk) results on search engines made it difficult for non-EE customers to identify the correct store front for them to start the journey.
-
Users struggled to see the difference between EE Store fronts.
-
As soon as the users hit the EE Store, we observed they use the search function immediately to look for the products we asked them to purchase for the task
-
3/5 users failed the tasks due to them not reading the content on the Meta Quest VR3 product page. We observed the specification content stopped users exploring further and as a result, they did not see the bundle that they needed to select.
-
PayPal was a popular method of payment, users stated if they were buying this for real, PayPal would be their preferred payment option due to security and traceability.
-
Users were unaware of EE selling gaming products and services. They think of EE as being a mobile phone network.
-
Despite the high EES scores, the benchmarking has highlighted a major problem with the way product pages are layed out on EE Store.
Insights
‘Users confused by very similar EE ‘Stores’
-
For the benchmarking, we asked users to start on a blank browser page.
-
We observed users would use the following keywords/phrases to start their journey: Meta Quest 3 bundle from EE; Meat Quest 3 bundle 512GB; EE; Meta Quest free bundle.
-
Once the search has been completed, we observed users getting confused by the number of links that Google provided and some of them end up on ee.co.uk instead of EE Store.
‘Users are not aware of EE Store’
-
During the sessions, we questioned if the users noticed that EE Store and ee.co.uk are different
-
Firstly, users were not fully aware that EE Store is different to the main EE site because they went from Google straight to Meta’s product page.
-
For those who made the mistake due to the similarities, they had to be guided back to EE Store by the UR during the sessions.
‘Users search rather than navigate’
-
Once users landed on the EE Store page, they immediately went to search for the items that need to buy.
-
We observed only one user use the navigation to attempt to find gaming again due to him going to EE store home page.
-
The behaviour of using search was expected as it was the most efficient way of getting to the products the users needed to buy for the task.
‘Users did not read product card on EE Store’
-
During the benchmarking we observed users not fully reading the content on the product cards and product description page.
-
While users thought they had completed the first part of task (buying a Meta Quest 3 bundle), we saw 3 users fail that part due to them selecting the wrong bundle.
-
We have observed the current design of the PDP being an issue as the specification content blocks the users exploring therefore not knowing there are more bundles.
‘’PayPal as a prefer payment option’
-
During the benchmarking when users were completing the purchase, they said that PayPal was one of their preferred options for payment.
-
Users preferred it for speed, traceability and that it takes away the need for registering for a one-off purchase.
-
Users however also understood that if they want to track their orders they will need to register and will do so if they need to.
Scores from benchmarking
Add to plan journey
Buy outright journey on EE Store
Benchmarking HMW (How Might WE)
Recommendations for add to plan journey
Confusion caused by multiple CTAs
For the issues caused by multiple CTAs we recommend updating the CTAs design and content to be clearer to the users that they can add a product to their plan.
Another recommendation to stop the confusion is to remove the EE Store CTA
Unsure about what content passes are included
Our recommendation is to surface the Game Pass content immediately to display what is included.
We also want to look at alternative ways/interactions to surface the content on the product cards.
Updating product page content
We recommend more research to identify what is useful for the users and look at alternative media formats for the product page to make the information more impactful.
Multiple ways of adding to plan
For a more unified journey and easier to track in the future, we recommend more add to plan content to be added on to the funnel.
Furthermore, where possible we push for immediate login prior to surfacing the bundles.
Is a credit check needed again?
Add content prior to check to assure users that credit checks are not needed for add to plan as theyhave already done it when joining EE as a mobile customer.
Also, better content to explain how many products can one plan have.
That’s all for this one.
Take a look at one of these next?
Plusnet order tracker
Enhancing customer transparency and streamlining the user experience throughout the order and installation journey.
View project
EE Gaming user research
Benchmark analysis of EE’s Gaming sales pages.
View project
Let’s get to know each other.
Get in touch!
Copyright © 2025 Stefan Adams. All right reserved.
I create better experiences for People.
My work
About me
Testimonials
Contact me
2023
EE Gaming Store benchmarking user research
Benchmark analysis of EE’s Gaming sites and sales journeys.
EE Gaming website
My role
Product designer
Date
Q3 2023
The team
-
Product manager
-
User researcher
-
Content designer
What are we testing?
Currently only existing EE customers can purchase gaming tech from ee.co.uk. They do this by adding it to their mobile phone plan/contract. However non-EE customers can still purchase gaming tech out right, but through a ‘sub site’ store.ee.co.uk.
We are testing to see if both existing and non-existing EE customers understand that they can all purchase gaming tech. The marketing slogan headlining this whole message is ‘For every player on any network.’
We’ll be observing how both types of customers land on our site and navigate through the journeys to check out.
Research background
Day 01
Objectives
-
Carry out benchmarking of the gaming ‘add to plan’ journey on the live EE mobile site.
-
Gather evidence on how users would find a console bundle to buy on EE Gaming from search engine.
-
Observe users’ behaviour on the gaming journeys and ‘check out’ experience.
-
Gather any evidence on pain points on the current journeys.
-
Gather feedback on content, visual and design of the journeys and ‘check out’ experience.
-
Get EES (Emotional Engagement Scores) for the journey.
Participants background
-
4x moderated research, mixture of in lab and remote. Sadly, we had 1 last minute no show.
-
2x remote participants had access needs: 1x dyslexia and 1x autism.
-
Must be existing EE customers and are in the market to buy a console over Christmas.
-
Must be existing EE customers and are in the market to buy a console over Christmas.
The task 01
Show us how you would add a PlayStation 5 Spider-Man 2 bundle on to your existing EE contract and check out.
Go to day 01
Day 02
Objectives
-
Carry out benchmarking of the gaming ‘buy outright’ journey on EE Store with non-EE customers.
-
Gather evidence on how users would find a console bundle to buy on EE Gaming from a search engine.
-
Observe users’ behaviour on the gaming journeys and ‘check out’ experience.
-
Gather any evidence on pain points on the current journeys.
-
Gather feedback on content, visual and design of the journeys and ‘check out’ experience.
-
Get EES (Emotional Engagement Scores) for the journey.
Participants background
-
5x moderated research, mixture of in lab and remote.
-
Must be non-EE customers and are in the market to buy a console over Christmas.
The task 02
Show us how you would buy a Meta Quest 3 512GB with Charging Dock Bundle and a Purple Xbox controller on EE as a non-EE customer and check out.
Go to day 02
Day 01
Research insights summary
-
Users immediately logged in as soon as they reached ee.co.uk, once they logged in, we observed 2 users using the add to plan rail post login to navigate to get a PlayStation 5 Bundle added to their plan.
-
Users believed the EE customers only bundles were rewards for their loyalty and they saw it as good value and showed that EE care about their customers.
-
3 out of 4 users were not aware of what game passes were, they did not understand what service they will get from having one in their bundle. Content on the bundles need more work.
-
Multiple CTAs on the Gaming Hub for buying was confusing, 2 users hesitated on where to go (EE Store or login to add) to move forward on the ‘add to plan’ journey
-
We observed one user landing on the wrong store front during the sessions from Google ad was slightly confused by multiple store fronts.
-
Overall, users managed to complete the tasks we set them.
-
However, we had technical issues during the benchmarking sessions where the NBA (Next Best Action) rail was being updated by CMS team!
Insights
‘Multiple CTAs for 2 stores confusing for users’
-
On the EE mobile web now, there are two CTAs when users land on the gaming page. That was confusing and cause the users to hesitate.
-
We observed during the research sessions, users really paused to have a think before committing to login for more.
‘Users immediately login’
-
For the research, we have secured a test account for the users to use. Meaning they can complete the checkout process right until the order confirmation page.
-
We observed in the research that the users immediately login after they weretold what to do.
-
Three users clicked on the top right profile icon to login and one user used the hamburger menu to navigate to gaming and then login.
-
No issues with logging in with the login provided.
-
Overall, users found it really easy to start the process.
‘Multiple ways of getting PlayStation 5 bundle’
-
During the research we have observed that once the users had logged on to the test account given; there were multiple ways of adding the PlayStation 5 bundle. As a result, the sessions were shorter than we anticipated.
-
We have observed that some users would go through the navigation to the Gaming Hub then scroll down to the promotion rail to start the journey that way. Some users went from the account and add it via the NBA rail.
-
With multiple ways of starting the journey, it could make it confusing for the users and they could end up at the wrong section and not complete the task.
‘Product card content needs to be updated’
-
Another observation we made during the research was that users skim read the content on the product cards.
-
When we asked the users what were included in the bundle they selected, users understood most of the content, but users did get confused by the Game Pass content. (EE Game Pass - A redeemable voucher for a digital copy of a game).
-
Some users did not understand what game passes enable them to do and some were not clear on the length of the subscription.
‘Users expect to have a credit check again’
-
As the users were completing the add to plan journey, once they got to check out we asked them what their expectations were.
-
Users expected to have a credit check carry out again due to the potential coast of the PlayStation 5 bundle as its over £500.
-
Users were not aware that they do not need to have a credit check done again as they are already EE customers.
-
Finally, users were unsure how many products they can add to their existing EE mobile plans.
‘Users missed direct debit information on check out’
-
During the final steps of the add to plan journey, we observed users looking for direct debitinformation.
-
Users were looking for the information for exact day that the money would be taken from their accounts.
-
Due to the position and size of the text, users missed out on the information during check out.
‘The term accessory in basket’
-
Another observation we make during the benchmarking was that the term ‘accessory in your basket’ was confusing for the users.
-
From their viewpoint, the PlayStation 5 was not an accessory, yet it was branded that in the basket.
-
The use of the term ‘accessory’ needs to be reviewed for the basket and may need to be updated to reflect the items that are being added to plan.
Day 02
Research insights summary
-
For day 2, we have observed that multiple EE ‘store fronts’ (ee.co.uk and store.ee.co.uk) results on search engines made it difficult for non-EE customers to identify the correct store front for them to start the journey.
-
Users struggled to see the difference between EE Store fronts.
-
As soon as the users hit the EE Store, we observed they use the search function immediately to look for the products we asked them to purchase for the task
-
3/5 users failed the tasks due to them not reading the content on the Meta Quest VR3 product page. We observed the specification content stopped users exploring further and as a result, they did not see the bundle that they needed to select.
-
PayPal was a popular method of payment, users stated if they were buying this for real, PayPal would be their preferred payment option due to security and traceability.
-
Users were unaware of EE selling gaming products and services. They think of EE as being a mobile phone network.
-
Despite the high EES scores, the benchmarking has highlighted a major problem with the way product pages are layed out on EE Store.
Insights
‘Users confused by very similar EE ‘Stores’
-
For the benchmarking, we asked users to start on a blank browser page.
-
We observed users would use the following keywords/phrases to start their journey: Meta Quest 3 bundle from EE; Meat Quest 3 bundle 512GB; EE; Meta Quest free bundle.
-
Once the search has been completed, we observed users getting confused by the number of links that Google provided and some of them end up on ee.co.uk instead of EE Store.
‘Users are not aware of EE Store’
-
During the sessions, we questioned if the users noticed that EE Store and ee.co.uk are different
-
Firstly, users were not fully aware that EE Store is different to the main EE site because they went from Google straight to Meta’s product page.
-
For those who made the mistake due to the similarities, they had to be guided back to EE Store by the UR during the sessions.
‘Users search rather than navigate’
-
Once users landed on the EE Store page, they immediately went to search for the items that need to buy.
-
We observed only one user use the navigation to attempt to find gaming again due to him going to EE store home page.
-
The behaviour of using search was expected as it was the most efficient way of getting to the products the users needed to buy for the task.
‘Users did not read product card on EE Store’
-
During the benchmarking we observed users not fully reading the content on the product cards and product description page.
-
While users thought they had completed the first part of task (buying a Meta Quest 3 bundle), we saw 3 users fail that part due to them selecting the wrong bundle.
-
We have observed the current design of the PDP being an issue as the specification content blocks the users exploring therefore not knowing there are more bundles.
‘’PayPal as a prefer payment option’
-
During the benchmarking when users were completing the purchase, they said that PayPal was one of their preferred options for payment.
-
Users preferred it for speed, traceability and that it takes away the need for registering for a one-off purchase.
-
Users however also understood that if they want to track their orders they will need to register and will do so if they need to.
Scores from benchmarking
Add to plan journey
Buy outright journey on EE Store
Benchmarking HMW (How Might WE)
Recommendations for add to plan journey
Confusion caused by multiple CTAs
For the issues caused by multiple CTAs we recommend updating the CTAs design and content to be clearer to the users that they can add a product to their plan.
Another recommendation to stop the confusion is to remove the EE Store CTA
Unsure about what content passes are included
Our recommendation is to surface the Game Pass content immediately to display what is included.
We also want to look at alternative ways/interactions to surface the content on the product cards.
Updating product page content
We recommend more research to identify what is useful for the users and look at alternative media formats for the product page to make the information more impactful.
Multiple ways of adding to plan
For a more unified journey and easier to track in the future, we recommend more add to plan content to be added on to the funnel.
Furthermore, where possible we push for immediate login prior to surfacing the bundles.
Is a credit check needed again?
Add content prior to check to assure users that credit checks are not needed for add to plan as theyhave already done it when joining EE as a mobile customer.
Also, better content to explain how many products can one plan have.
That’s all for this one.
Take a look at one of these next?
Plusnet order tracker
Enhancing customer transparency and streamlining the user experience throughout the order and installation journey.
View project
EE Gaming user research
Benchmark analysis of EE’s Gaming sales pages.
View project
Let’s get to know each other.
Get in touch!
Copyright © 2025 Stefan Adams. All right reserved.
I create better experiences for People.
My work
About me
Testimonials
Contact me
2023
EE Gaming Store benchmarking user research
Benchmark analysis of EE’s Gaming sites and sales journeys.
EE Gaming website
My role
Product designer
Date
Q3 2023
The team
-
Product manager
-
User researcher
-
Content designer
Research background
Day 01
Objectives
-
Carry out benchmarking of the gaming ‘add to plan’ journey on the live EE mobile site.
-
Gather evidence on how users would find a console bundle to buy on EE Gaming from search engine.
-
Observe users’ behaviour on the gaming journeys and ‘check out’ experience.
-
Gather any evidence on pain points on the current journeys.
-
Gather feedback on content, visual and design of the journeys and ‘check out’ experience.
-
Get EES (Emotional Engagement Scores) for the journey.
Participants background
-
4x moderated research, mixture of in lab and remote. Sadly, we had 1 last minute no show.
-
2x remote participants had access needs: 1x dyslexia and 1x autism.
-
Must be existing EE customers and are in the market to buy a console over Christmas.
-
Must be existing EE customers and are in the market to buy a console over Christmas.
The task 01
Show us how you would add a PlayStation 5 Spider-Man 2 bundle on to your existing EE contract and check out.
Go to day 01
Day 02
Objectives
-
Carry out benchmarking of the gaming ‘buy outright’ journey on EE Store with non-EE customers.
-
Gather evidence on how users would find a console bundle to buy on EE Gaming from a search engine.
-
Observe users’ behaviour on the gaming journeys and ‘check out’ experience.
-
Gather any evidence on pain points on the current journeys.
-
Gather feedback on content, visual and design of the journeys and ‘check out’ experience.
-
Get EES (Emotional Engagement Scores) for the journey.
Participants background
-
5x moderated research, mixture of in lab and remote.
-
Must be non-EE customers and are in the market to buy a console over Christmas.
The task 02
Show us how you would buy a Meta Quest 3 512GB with Charging Dock Bundle and a Purple Xbox controller on EE as a non-EE customer and check out.
Go to day 02
That’s all for this one.
Take a look at one of these next?
Plusnet order tracker
Enhancing customer transparency and streamlining the user experience throughout the order and installation journey.
View project
EE Gaming user research
Benchmark analysis of EE’s Gaming sales pages.
View project
Let’s get to know each other.
Get in touch!
Copyright © 2025 Stefan Adams. All right reserved.
I create better experiences for People.
My work
About me
Testimonials
Contact me
2023
EE Gaming Store benchmarking user research
Benchmark analysis of EE’s Gaming sites and sales journeys.
EE Gaming website
My role
Product designer
Date
Q3 2023
The team
-
Product manager
-
User researcher
-
Content designer
Research background
Day 01
Objectives
-
Carry out benchmarking of the gaming ‘add to plan’ journey on the live EE mobile site.
-
Gather evidence on how users would find a console bundle to buy on EE Gaming from search engine.
-
Observe users’ behaviour on the gaming journeys and ‘check out’ experience.
-
Gather any evidence on pain points on the current journeys.
-
Gather feedback on content, visual and design of the journeys and ‘check out’ experience.
-
Get EES (Emotional Engagement Scores) for the journey.
Participants background
-
4x moderated research, mixture of in lab and remote. Sadly, we had 1 last minute no show.
-
2x remote participants had access needs: 1x dyslexia and 1x autism.
-
Must be existing EE customers and are in the market to buy a console over Christmas.
-
Must be existing EE customers and are in the market to buy a console over Christmas.
The task 01
Show us how you would add a PlayStation 5 Spider-Man 2 bundle on to your existing EE contract and check out.
Go to day 01
Day 02
Objectives
-
Carry out benchmarking of the gaming ‘buy outright’ journey on EE Store with non-EE customers.
-
Gather evidence on how users would find a console bundle to buy on EE Gaming from a search engine.
-
Observe users’ behaviour on the gaming journeys and ‘check out’ experience.
-
Gather any evidence on pain points on the current journeys.
-
Gather feedback on content, visual and design of the journeys and ‘check out’ experience.
-
Get EES (Emotional Engagement Scores) for the journey.
Participants background
-
5x moderated research, mixture of in lab and remote.
-
Must be non-EE customers and are in the market to buy a console over Christmas.
The task 02
Show us how you would buy a Meta Quest 3 512GB with Charging Dock Bundle and a Purple Xbox controller on EE as a non-EE customer and check out.
Go to day 02
That’s all for this one.
Take a look at one of these next?
Plusnet order tracker
Enhancing customer transparency and streamlining the user experience throughout the order and installation journey.
View project
EE Gaming user research
Benchmark analysis of EE’s Gaming sales pages.
View project
Let’s get to know each other.
Get in touch!
Copyright © 2025 Stefan Adams. All right reserved.
I create better experiences for People.
My work
About me
Testimonials
Contact me
2023
EE Gaming Store benchmarking user research
Benchmark analysis of EE’s Gaming sites and sales journeys.
EE Gaming website
My role
Product designer
Date
Q3 2023
The team
-
Product manager
-
User researcher
-
Content designer
Research background
Day 01
Objectives
-
Carry out benchmarking of the gaming ‘add to plan’ journey on the live EE mobile site.
-
Gather evidence on how users would find a console bundle to buy on EE Gaming from search engine.
-
Observe users’ behaviour on the gaming journeys and ‘check out’ experience.
-
Gather any evidence on pain points on the current journeys.
-
Gather feedback on content, visual and design of the journeys and ‘check out’ experience.
-
Get EES (Emotional Engagement Scores) for the journey.
Participants background
-
4x moderated research, mixture of in lab and remote. Sadly, we had 1 last minute no show.
-
2x remote participants had access needs: 1x dyslexia and 1x autism.
-
Must be existing EE customers and are in the market to buy a console over Christmas.
-
Must be existing EE customers and are in the market to buy a console over Christmas.
The task 01
Show us how you would add a PlayStation 5 Spider-Man 2 bundle on to your existing EE contract and check out.
Go to day 01
Day 02
Objectives
-
Carry out benchmarking of the gaming ‘buy outright’ journey on EE Store with non-EE customers.
-
Gather evidence on how users would find a console bundle to buy on EE Gaming from a search engine.
-
Observe users’ behaviour on the gaming journeys and ‘check out’ experience.
-
Gather any evidence on pain points on the current journeys.
-
Gather feedback on content, visual and design of the journeys and ‘check out’ experience.
-
Get EES (Emotional Engagement Scores) for the journey.
Participants background
-
5x moderated research, mixture of in lab and remote.
-
Must be non-EE customers and are in the market to buy a console over Christmas.
The task 02
Show us how you would buy a Meta Quest 3 512GB with Charging Dock Bundle and a Purple Xbox controller on EE as a non-EE customer and check out.
Go to day 02
That’s all for this one.
Take a look at one of these next?
Plusnet order tracker
Enhancing customer transparency and streamlining the user experience throughout the order and installation journey.
View project
EE Gaming user research
Benchmark analysis of EE’s Gaming sales pages.
View project
Let’s get to know each other.
Get in touch!
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