UX Battle of the Week: Gillette vs Dollar Shave Club
The Competitive UX Benchmark Study
UserZoom ran a quick competitive UX benchmark study between Gillette and Dollar Shave Club, some of the world’s largest suppliers of shaving goods, to see how users experienced navigational and core tasks, as well as how they rated their overall experience on these websites.
We ran an unmoderated remote benchmark study with 60 in-the-wild users on their own devices over the course of a single day, and collected both quantitative and qualitative feedback.
Participants were equally divided so that 30 went to each site, and completed several tasks in order to test and measure the design of the homepage, the website’s structure, and gather usability metrics for each site.
We also measured users feelings about the brand before and after their experience with the site, as well as their likelihood to recommend the site to friends, family and colleagues.
Here is a sample of the benchmark where we gathered participants’ first impressions of the sites:
First impressions are lasting impressions
We showed all 60 participants static images of the homepage of Gillette and Dollar Shave Club and asked them to choose which site they associated with several UX attributes.
Gillette was seen as being Lively (78%) and Informational (67%) but also Overwhelming (80%). The category they fared the least well in was being seen as Easy (32%).
Dollar Shave Club was seen as being the more Easy (68%) of the two homepages, as well as slightly more Organized (52%). They fared the least well in the Informational (33%) category.
Want to see the rest? Download the battle to find out who won!