Case Study: Godiva Sweetens Its Site

“Before, I literally had mock-ups [of page designs] and would ask [my staff] what they thought,” she says.

This time, Brown sought advice directly from customers with usability testing.

Brown and executives from e-commerce consultancy Fry Multimedia recruited eight people for a day of off-site, in-depth testing at a facility in New York City. The users ranged in age from 29 to 49, fit Godiva.com’s user profile and had different levels of Internet experience.