UX Battle of the Week: Samsung vs Apple
UserZoom ran a quick competitive UX benchmark study between Samsung and Apple, two of the largest technology providers on the planet, to see how users experienced navigational and core tasks, as well as how they rated their overall experience on the UK version of the websites.
We ran an unmoderated remote benchmark study with 60 in-the-wild UK based 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 Samsung’s and Apple’s homepage and asked them to choose which site they associated with several UX attributes.
Samsung was seen as being as Informational (50%) as Apple but were just behind in being seen as Helpful and Lively (47% each). Unfortunately they were also seen as being slightly more Overwhelming (51%).
Apple won the majority of every positive category, but the categories they won by the largest margin were Organised (60%) and Easy (57%).
Want to see the rest? Download the battle to find out who won!