Case Study Speaker Shopper Research
Project Summary
Led a UX research initiative to better understand how customers used Crutchfield’s SpeakerCompare tool, uncovering friction points that helped drive measurable improvements in conversion.
Key Highlights
- Interviewed a diverse group of customers, from casual shoppers to audiophiles
- Ran remote usability tests to observe how people used the tool in real-world contexts
- Combined qualitative interviews with behavior data to validate findings
- Facilitated cross-team analysis workshops to co-create actionable insights
- Created user personas that shaped product decisions and roadmap priorities
Process
We kicked things off by aligning on research goals, then recruited participants to represent a wide range of customer types. I conducted in-depth interviews and moderated remote usability tests to capture both attitudes and behaviors. We analyzed the results through a mixed-methods lens and pulled in analytics where useful to back up what we heard.
I organized workshops with product managers, designers, and developers to share findings and discuss next steps. We created detailed personas and opportunity areas that were used to prioritize design and content changes in SpeakerCompare.
Results
The research surfaced key usability and trust issues, including unclear terminology and missing comparison features. Updates based on our findings led to improved customer confidence and measurable gains in tool usage and sales conversions. Just as importantly, the process helped build stronger alignment across teams and reinforced a culture of user-centered product development.