Using quantitative and qualitative insight to create a more customer-centred service for the UK's leading online print retailer.


Client:, online print retailer

Product/Service: eCommerce website

Industry: Print Management & Fulfilment

Services: Stakeholder Workshops, Data Analysis, Proto Personas, Research Planning, Customer Recruitment, Customer Workshops, Customer Personas

user experience designer

Project were well-informed about the industry verticals they served and had some transactional data, but they were keen to gain a much clearer picture of its customers, their motivations, priorities, goals and purchasing behaviours. With a more granular understanding of the customer, felt they could place their needs at the heart of the business and the on-going evolution of their website.

Super User Studio was engaged to deliver greater insight into customer needs and behaviours to the business through a series of workshops and focus groups. The project began with cross-functional stakeholder workshops to define expectations and the research plan. Since the user base was so varied and vast, across a number of industry verticals, SUS created Proto Personas from insight gathered from the business in order to build consensus for the focus of the customer research. These Proto Personas were used to support the appropriate engagement of 20 individuals from 8 industry verticals and across 4 sectors. The ensuing customer workshops enabled us to build a mental model of print buying behaviour, including understanding how their roles and contexts influenced their use. This was also an opportunity to understand their decisions around print buying, which other print providers they used and why. The insight generated was analysed, distilled into needs-based customer personas and delivered back to the company to support their redesign of their websites and core services. was awarded 'Online Retail Website of the Year' in 2013. affinity diagrams

user experience design process


  • More in-depth knowledge and insight into customer needs and preferences
  • Built greater consensus around customer priorities within the organisation
  • Provided validated insight that could confidently be used to influence product and service strategy
  • Supporting a shift in perspective, enabling them to think from the outside in

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Have any questions? Contact Odette today:

Odette Colyer

Tel: +44(0)20 3507 0462

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