segmentation removal: zero-seg initiative
The Problem
The “For Home” and “For Business” legacy segmentation in Dell’s navigation was presenting an obstacle in the purchase process for users. Before recommending removing the affordance, my team was tasked with ensuring the decision aligned with users’ expectations.
The Process
I set up and launched a series of tree tests to validate our team’s hypothesis. The first round was general consumers, and the second round was with small- to medium-sized business owners.
The Test
Participants were asked to perform a series of tasks associated with category names. Version A of the test used specific product names, version B of the test described the products without a name. Participants were also asked for specific areas of confusion as well as overall observations and feedback.
This same test was given to two sets of participants. One version of the test displayed the segmented “For Home” and “For Business” and the other version didn’t.
Scoring and Analysis
The targeted success rate was 80% and above. Product labels that scored below this metric were retested among different demographics.
Reporting Results
After collating the results, I reported all discoveries to stakeholders. I ran a parallel test to the one described above with segmentation controls and one without. The parity between the segmentation tests indicated that removal of this affordance wouldn’t cause confusion within the navigation.
Final Recommendations
After framing up the problem, identifying a test structure that would effectively determine the value of segmentation, and getting data-driven results, I presented our team’s final recommendations.
The Solution
After careful analysis, research, and building an effective taxonomy system that wasn’t reliant on segmentation, my team recommended that segmentation be removed from the entire Dell ecosystem. We got approval, and the move toward zero segmentation was a big step forward for site-wide convergence and unification. Initial data collected since removing segmentation has indicated slight increases in navigational engagement, and no lift in negative responses such as abandonment.