The challenge was to understand how young parents in the US and UK shopped on the Joolz site and come with actions that would increase conversion.  The unique user-testing approach had parents use the site, record their experiences and then discuss it together in online sessions.

The focus was on the product detail and inspiration pages, and overall navigation.

• What do US and UK parents – who are less familiar with the European Joolz brand – miss in the experience?
• What works, what doesn’t and what’s missing in their journey?
• How does the website compare to other stroller websites these parents use?

Joolz implemented the recommended changes and realised a 30% increase in conversion. The key insights driving the conversation improvements:

• The website is seen as attractive and informative, but misses credibility (who is Joolz?)
• Different needs for expectant vs. experienced mothers should be addressed
• Buggy Finder and Discover sections work well and get positive feedback
• Global navigation confuses: finding the right stroller takes too much time and effor