Thus, the initial site concept was built around the idea of using mobile interactions and gestures as an engagement feature, not simply as a way to navigate. Incorporating immersive images and videos allows the site to serve rich, interactive storytelling on the go (as well as act as a destination for those looking to purchase the software, of course).Īfter intensive market research, we broke down these features to simply target the two types of users visiting the site: the one wanting to learn more about the product on their phone and the potential buyer just trying to jump right in and make a purchase. Naturally, the goal was to reduce time-to-checkout and make the entire process easy to navigate and complete. Through eye tracking, user testing, and in-depth interviews, we worked through these UX challenges.
#ROSETTA STONE TOTALE COMPANION IPHONE SOFTWARE#
The initial challenge was differentiating between Rosetta Stone’s CD software versus their digital offering and TOTALe (the online subscription service and app component). ROSETTA STONE TOTALE COMPANION APP SOFTWARE Illustrating the features and values from the start was crucial for the customer to understand what they were actually purchasing. The next question that arose was: “do customers pick their language or their product first?” User testing showed that users often thought that different languages had different products, complicating the purchase. With that in mind, the checkout process was approached from a product-first perspective, having customers pick the product before choosing their language. The final problem to solve was the labeling of the shopping cart itself. Through user research, we identified that using “Buy Now” microcopy as a call to action intimidated shoppers and made them think that they were skipping right to checkout, as opposed to simply adding it to their shopping cart.
Simply changing that language to “Shop Now” encouraged customers to use the call to action, add products to their carts, and check out.
#ROSETTA STONE TOTALE COMPANION IPHONE FULL#
Users want to be able to have the full experience, just optimized for a mobile interface and data speeds.
In development, our goal was to keep each page load smaller than one megabyte and have pages load in less than five seconds each. It was a stated business goal for cellular connections to still be able to easily and quickly explore the site.
We also wanted to avoid replicating native functionality built into mobile browsers (as they tend to take up valuable screen real estate), so we didn’t try to fit “back” buttons into the design.Īn interesting scenario arose when the mobile site was launching: the impending release of iOS 7.
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