The challenge
How does Victoria's Secret's target shopper actually want to shop on mobile, and where does the experience lose her between the homepage and the bag?
Mental models first, then the tasks
Interviews to understand mental models, followed by task-based usability sessions on UserTesting: find an item, add it to the bag, review the bag. Six UK women, Victoria's Secret and competitor shoppers, mapped to two personas and a full user journey over three weeks.
What we found
Two very different shoppers. Alicia arrives knowing exactly what she wants and tries to replicate the in-store experience; Helena is sceptical about quality and needs imagery, descriptions, reviews and a clear returns policy before she'll buy.
The journey turns on Inspiration, Education and Confidence, and friction in any one of the three stalls the purchase. The issues span the whole funnel, home, navigation, listing, product page, filtering, add-to-bag and the shopping bag, each with a concrete fix.
The impact
A prioritised list of usability issues and suggestions across the entire purchase funnel, plus two evidence-based personas and a journey map to guide the mobile experience.
Health tech 
