Analyzing cross-device in a booking train website
Disclaimer
*All the data you will see below is fictitious.
Product
Booking train website
Problem
I detected a high percentage of cross-device on Google analytics, cross-device means: searching-mobile / purchase-desktop.
Context
I didn’t know which target had this behavior (cross-device), so I decided to do a first approach using a quantitative instrument (survey), to have the context and quantify the problem.
Results contextual survey
Goals
Understand user behavior in terms of cross-device
To know user-imagery in terms of security
Hypothesis
h1: Improving security will increase conversion rate.
h2: We cannot redirect user behavior (generational).
Opportunities
Redirect behavior & improve conversion rate on app.
Chance to improve experience (behavior app-desktop).
Research question
What understand users by security?
Challenge
Offer products or experiences that users perceive as safe trying to attack the main pain point (security) detected in the previous step (context survey)
Research methods
Method 1: In-depth user interview one-to-one
Conducted interviews with 12 users to learn about user-imagery in terms of security and cross-device.
Method 2: Data Analysis
Analyzed the interviews using tagging in Dovetail software.
Process
- Recruited participants what matched the website’s primary demographics (ages 42–57).
- Designed interview script based on:
What users understand about security, thinking out of the box (other products).
Understand what the trigger is (desktop vs mobile).
- Collected user interviews qualitative feedback.
- Analyze interviews tagging by topics based on hypothesis.
Findings
Before analyzing the interviews, we detected some interesting insights that helped us understand behavior in terms of cross-device and user imagery in terms of security.
Insight 1: E-commerce is perceived by users as dangerous regarding data security.
“Online shopping is a way for third parties to empty your account.” User 1, 63 y/o.
Insight 2: Mobile is perceived as a volatile device.
“Sometimes app redirects me to another website to confirm purchase and suddenly the transaction is not completed succesfully.” User 2, 61 y/o.
Impact on design
- Reinforced all UX writting related to security screens (payment, check out…) to attack “security” Pain Points.
- After implementation, there was a 10% increase in mobile purchases and a 5% decrease in mobile cart abandonment.
Reflection: This project highlighted the value of combining qualitative usability insights with quantitative analytics to address critical friction points in e-commerce workflows.
