Case Study: Usability Testing
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Centralis helped Valspar make it easy for customers to choose the perfect paint color.
The Challenge
Valspar, one of the most recognized brands in home decor, launched AskVal.com as a tool to help customers select their ideal paint colors.
A key feature of this site was the ability for customers to order free paint chips, allowing them to test out different color palettes in their homes without a trip to a store.
When Valspar wasn’t receiving as many chip orders as expected, they partnered with Centralis to determine how to enhance their online tools to increase chip orders, and therefore paint sales.
The Process
Centralis conducted thirteen usability testing sessions over two days, evaluating AskVal.com on both desktop and mobile devices.
Each one-hour session began with an upfront interview exploring how users typically choose paint colors. Participants then completed a series of think-aloud task completion exercises such as syncing their Pinterest boards and taking color personality quizzes. We ended with a final discussion of users’ reactions to the site’s design, navigation, and key messaging.
We also evaluated the out-of-box experience by presenting participants with a sample delivery of paint chips and gathering their reactions.
The Impact
Our research clarified that while the website made an immediate positive impression on the consumer, it had some major challenges beneath the surface.
We pointed out users’ common missteps and recommended direct ways to address them, such as reorienting the presentation of paint color options and improving instructions for critical features.
In a comprehensive final report, we offered specific recommendations to make it easier for users to discover the full range of available paint colors and find out where they could purchase the colors they chose.
Our Value
Choosing the perfect paint color can be a challenging process, and Valspar sought to alleviate that stress.
Centralis assisted Valspar by determining what elements of their new site helped users, which were misunderstood, and which led users to abandon their search.
By providing actionable recommendations and a clear plan for increasing site value, we removed barriers from the chip ordering process and drove future sales.
I become evermore affirmed in our decision to work with Centralis."
- Centralis Client