The Competitive UX Benchmark Study

UserZoom ran a quick competitive UX benchmark study between Kaspersky and F-Secure, two of the largest cybersecurity providers, to see how users experienced navigational and core tasks on the websites, as well as how they rated their overall experience while on the sites.

The Study

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 Kaspersky and F-Secure and asked them to choose which site they associated with several UX attributes.

Kaspersky was seen as being Welcoming (67%) and just slightly more Organized and Easy (53%). The category they fared the least well in was being seen as Informational (30%).

F-Secure was seen as being the more Informational (70%) of the two homepages, as well as Helpful (57%) and Lively (55%). Unfortunately they were also seen as being Overwhelming (65%).

Want to see the rest? Download the battle to find out who won!

 

Show me who won!