Prepared by:

Dan Gegati

February 22, 2021

User Experience Analysis & Report

Logitech B2B Competitors Report

Table of Contents

2

Microsoft

Analytics tell you what, Userlytics tells you why

Research Goals:

• Objective
• Determine what works well in the navigation—particularly to page-level navigation—of competitors’ B2B websites to inform design of Kepler B2B navigation.

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• Key Questions
• Are users able to find the information they need to make a buying decision on PDP? Is there anything missing?
• Do users use the page-level navigation?
• Was there anything that stood out as being particularly helpful to the user to navigate the page?

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3

Analytics tell you what, Userlytics tells you why

Study Methodology

• Methodology:
• From January 24th to 25th 2021, 21 users participated in 3 separate unmoderated mixed-methods studies using screen, webcam, and audio recording on a total of 21 desktop devices.
• During these 30 minute sessions, users were asked to share their thoughts, values, and expectations as they progressed through tasks and navigated E-commerce websites for Logitech, Poly, AVer and Microsoft.
• The first study guided 10 users through A/B testing of Logitech and Poly websites in search of headsets.
• The second study guided 6 users through A/B testing of Poly and AVer websites in search of video conferencing cameras.
• The final study guided 5 users through usability testing Microsoft’s website in search of mice and keyboards.

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• Logitech Screening Criteria:
• Ages: 30 - 64
• 52% Female, 48% Male
• Employed by corporation, public entity or non-profit and Business Owners
• A great deal of influence in company’s purchasing decisions.�
• Sessions recorded on remote testing platform.

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4

Analytics tell you what, Userlytics tells you why

Executive Summary:

Website Ratings

The majority of users rated the Logitech website very positively in their task completion and overall preferences when compared to its competitors.�

• Website Ratings:
• Logitech was consistently rated very positively across all various tasks due to its appealing layout and available product information.
• Microsoft was rated slightly higher than Logitech in its ease of task completion during its one repeated task. This is mainly due to the fact that products targeted by each task are easily found on the landing page as product listings and images and do not require much navigation to find.
• AVer received moderate ratings for it’s tasks across its sessions primarily due to its design simplicity, ease of navigation, and available information.
• Poly received mixed ratings for it’s tasks and preference scores across each of it’s studies. This is likely due to its polarizing aesthetic and inconsistency of what information is available across products, and user testing sessions..
• Note: Ratings are based on a 7 point scale with 1 being very difficult/unsatisfied and 7 being very easy/satisfied.

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5

Analytics tell you what, Userlytics tells you why

Executive Summary:

Website Summaries

Overall, users felt very satisfied with their Logitech experience providing mean ratings of over 6 across tasks. Microsoft was rated slightly higher with a mean of 7 for its one repeated task.

• Logitech: Logitech was consistently rated with means of over 6 on a 7 point scale.
• Likes: Users enjoyed the page layout, information page organization, and when available, users particularly liked helpful website features including prices, compatibility, features, and product reviews.
• Dislikes: Users want more consistency in the available information and desired easily visible product comparisons, reviews, and search filters.
• Navigation & Finding Information: The majority of users were evenly split among the navigation menus and the Landing Page.
• Microsoft: Users found their desire products with ease and with confidence. This is likely due to its product saturated landing page, clean layout, and reputation.
• Likes: Overall, users felt confidence in their product selections and found their desired products with ease providing a rating mean of 7. Also, 3 out of 5 users specifically mentioned the tech-specs as being particularly useful to them.
• Dislikes: Some users wanted additional information of the product page and more filtering options.
• Navigation & Finding Information: The majority of users found their products through the Landing page due to it’s display of product listings.

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[Logitech] "It's organized beautifully all you do is scroll down to see the specification, datasheet and so on. It's nicely organized and very user friendly which I like."

[Microsoft] "I didn't feel like there was anything missing. I felt very confident in my choice.”

Analytics tell you what, Userlytics tells you why

Executive Summary:

Website Summaries Cont.

Overall, AVer users felt satisfied with their experience, providing an average rating of 5.5 out of 7. Meanwhile, Poly ratings were more mixed due to the stylized design and inconsistent browning experience.

• AVer: The majority of users felt that the browsing experience was very smooth and that there was sufficient information about their selected products.
• Likes: Users benefited from the ease of navigation through the navigation bar in that it was simple and straightforward to use.
• When available or found, particularly helpful website features included the navigation bar, spec list, and the product comparison page.
• Dislikes: Some users mentioned being somewhat unsatisfied with the available information on the product pages.
• Navigation & Finding Information: The navigation bar was used by every user and intuitively guided them towards their products.
• Poly:
• Likes: While polarizing, the styled aesthetic was well-liked by some users. Also, when available, product reviews, prices, comparison pages and specifications were all helpful to users.
• Dislikes: The more stylized design on Poly’s website was reported to be too busy and felt overwhelming to some users.
• Navigation & Finding Information: Navigation menu tabs were easily noticeable and contained a relatively low number of options thereby increasing the ease of navigation. That said, this style can lead to visual clutter and made it harder to find nuanced information once on the product pages themselves.

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7

[AVer] "I really like the content on the homepage. It really has pretty much everything I need. It may not be as fancy as the Poly website but I think it is simple yet great"

[Poly] "I was able to quickly find a product, quickly find reviews, and find something for our needs so I would say I'm satisfied."

Analytics tell you what, Userlytics tells you why

Website Preferences

8

Analytics tell you what, Userlytics tells you why

Website Preferences:

Logitech vs Poly

• When asked which website they prefer, Logitech was favored by the slight majority of users when compared to Poly. This is likely attributed to Logitech’s page layout itself being comparatively cleaner, more appealing, and thus preferred by most users. In terms of navigation however, Poly’s filtering, menus and tabs were more pronounced, visible, and helpful to users.

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9

"Overall Logitech is much better organized, provides enough specs, provides video. Which I think is very important. it's much more interactive."

"Well I liked bits and pieces of both. But overall I think the Poly website I liked better. It had more filtering options. It had a page dedicated to just the headsets vs the Logitech had everything like cameras and everything all on one page.”

Analytics tell you what, Userlytics tells you why

Website Preferences

Logitech vs Poly

The majority of users rated the Logitech website very positively in their task completion and overall preferences when compared to its competitors.�

• Logitech vs Poly:
• When users were asked which website users preferred, Logitech was selected by the slight majority. While the Logitech layout itself was often preferred more consistently for it’s clarity and information, There remained some that preferred the stylized Poly design.
• In addition to this, many Poly users appreciated how easy it was for them to find filter options, reviews, pricing information, and product comparisons. Finally, Poly’s bolder design features very large orange tabs used for navigation making the ‘Headsets’ and ‘Video Conferencing’ very easy to find.

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• Note: The presence of certain information like reviews and pricing was not consistently available across products on even the same websites. As such, it is challenging and inadvisable to make too many generalizable inferences on this data without more consistency in the website design and in the user’s testing experience.

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10

[Logitech] "It's organized beautifully all you do is scroll down to see the specification, datasheet and so on. It's nicely organized and very user friendly which I like."

[Poly] "I mean this website was hard to understand. Hard to use. it's not really appealing to me visually.”

[Poly]"I just like the fonts, the backgrounds, the colors are very nice, they're really easy on the eye. And it was really easy to find. it was extremely user friendly."

Analytics tell you what, Userlytics tells you why

Website Preferences:

AVer vs Poly

• When users were asked which website users preferred, AVer was selected by the large majority. These users cited how much more simplistic yet informative AVer was in comparison to Poly.

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11

"Definitely the Poly website. Mainly because you could see the pricing on the page and you could do product comparisons. I mean Poly is definitely a way bigger name in my opinion. I've never heard of Aver before."

"I would definitely prefer AVer. I think the kind of information and simplicity that it provides is great. The whole website seems extremely streamlined and aware of where he or she is in the buying process."

Analytics tell you what, Userlytics tells you why

Website Preferences:

AVer vs Poly

• AVer was favored over Poly by a significant majority likely due to its simplicity of design, straight forward navigation and ease of readability compared to Poly which was reported to feel too busy in comparison.
• Similar to the Poly vs Logitech study, in this instance, the user who favored Poly, cited the ease of navigation. Citing things like the filtering options, price ranges and product comparisons, the additional information that could be digested by a simple glance was greatly appreciated.
• Note: It is once again worth noting here that the presence of certain information like reviews and pricing was not consistent across products on even the same website. �

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12

[Poly] "I was able to quickly find a product, quickly find reviews.”

[AVer] "I really like the content on the homepage. It really has pretty much everything I need. It may not be as fancy as the Poly website but I think it is simple yet great"

Analytics tell you what, Userlytics tells you why

High Level Metrics

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Analytics tell you what, Userlytics tells you why

High Level Metrics:

Information Expectations

• When purchasing new products across all studies, users mentioned multiple key pieces of information as important including: Price, Compatibility and Features (Hardware + Software). Below is a distribution of user responses.�

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"Cost, reliability, good reviews, good quality, the sound or image quality, and that it’s compatible."

Analytics tell you what, Userlytics tells you why

High Level Metrics:

Navigation Routes

• When navigating the websites tested in each of the studies, users took one of multiple routes to find their desired products. The most commonly used routes include the Navigation Menu and the Landing Page. This slide displays the distribution of the routes taken by users.
• The Navigation Menu was often selected partially due to its identifiable tabs containing keywords like ‘products’, while Landing Pages often featured the desired product listings and images as part of their content and were noticed at a glance.

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Note: 4 users were removed due to inability to verify their search method (e.g. video and audio footage glitches, lag, or freezes.)

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"Let me just navigate. Logitech, products, solutions, support...I would go to products, I would go to headsets."

Analytics tell you what, Userlytics tells you why

Logitech

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Analytics tell you what, Userlytics tells you why

Logitech:

Expectations

• When purchasing new headsets users mentioned multiple key pieces of information as important including: Features (Hardware + Software), Price, Compatibility and Reviews.
• Below is the distribution of the user responses regarding headset information expectations.�

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"I would need to know the compatibility, that they work with our current systems. I would need to know the functionality to see what features they have. How much control you have with the headsets."

Analytics tell you what, Userlytics tells you why

Logitech:

Task 1 - Finding the Weight

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Find Headset Weight

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How difficult or easy was the task to complete?

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n = 9*

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Note: 1 user was removed for misunderstanding the question.

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• When users were asked about the ease of finding the weight of their headset, Logitech was consistently rated highly with mean of 6.4 on a 7 point scale.
• Below is the distribution of the responses regarding task 1 ratings.

"It took a lot of scrolling to get to the actual item."

"This was very easy. It was very straightforward. Easy to find.”

Analytics tell you what, Userlytics tells you why

Logitech:

Task 2 - Finding the Features

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Find 2 Features

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How difficult or easy was the task to complete?

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n = 10

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• When users were asked about the ease of finding the weight of their headset, Logitech was consistently rated highly with mean of 6.2 on a 7 point scale.
• Below is the distribution of the responses regarding task 2 ratings.

"I thought it was very easy I just had to scroll down to the cart area...It's right where I expected it to be."

Analytics tell you what, Userlytics tells you why

Logitech:

Website Summary

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Overall, navigation was well received among users and when asked about the ease of finding information durings tasks, Logitech was consistently rated with means of over 6 on a 7 point scale.

• Likes:
• The majority of users reported having sufficient information on Logitech’s website and ease of navigation. Users rated finding the headset’s weight with a mean rating of 6.4 and it’s features with a mean of 6.2, indicating that they felt the information was very easy to find.
• When available, particularly helpful website features included prices, compatibility, features, specs, and product reviews. Additionally, in search of key features or information, users simply had to scroll down the product page to view the large but not overwhelming images paired with descriptions.

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• Dislikes:
• Like all the other websites tested, some users mentioned their disappointment that they did not consistently or easily see product reviews, comparison pages, and search filters.
• Some users mentioned that they would like more information about features and product comparisons to be more plainly visible at a glance closer to the top of the page to avoid scrolling and help in making a decision.

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• Note: Ratings are based on a 7 point scale with 1 being the most difficult and 7 being the easiest.

[Logitech] "This site compared to poly, the information is more laid out and able to be navigated better as well. It's more in depth and more detail in my opinion."

Analytics tell you what, Userlytics tells you why

Logitech:

Website Summary

21

Overall, navigation was well received among users and when asked about the ease of finding information durings tasks, Logitech was consistently rated with means of over 6 on a 7 point scale.

• Navigation & Finding Information
• When purchasing a new headset, the majority of users were evenly split among the navigation menus and the Landing Page. The presence of product listings on the initial task’s landing page likely contributed to this distribution.
• Navigation was well received among users and when asked about the ease of finding information durings tasks, Logitech was consistently rated with means of 6.4 and 6.2 on a 7 point scale, with regard to finding product weight and features respectively.
• Note: Ratings are based on a 7 point scale with 1 being the most difficult and 7 being the easiest.

[Logitech] "The fact that it said wireless and that it had their prices and ranges listed right on the front page that was useful."

Analytics tell you what, Userlytics tells you why

Microsoft

22

Analytics tell you what, Userlytics tells you why

Microsoft:

Expectations

• When purchasing new keyboards and mice, users mentioned multiple key pieces of information as important including: Compatibility, Connectivity, and Price.
• Below is the distribution of the user responses regarding information expectations.�

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"Price, compatibility, wireless or usb connection."

"Company, price, industrial purposes or personal purposes.”

"Compatibility with Windows 10 or above."

Analytics tell you what, Userlytics tells you why

Microsoft:

Website Summary

24

Overall, navigation was very well received among users and when asked about the ease of finding information durings tasks, Microsoft was consistently rated with a 7 on a 7 point scale by all 5 users.

• Likes:
• Overall, users felt confidence in their product selections and found their desired products with ease.
• 3 out of 5 users specifically mentioned the tech-specs as being particularly useful to them.
• 1 user mentioned liking the search filters but desire more options.
• Dislikes:
• Like all the other websites tested, some users mentioned their disappointment that they did not consistently or easily see product reviews, comparison pages, and search filters.
• Similar to the other websites, 1 user mentioned wanting more filtering options and mentioned the ability to filter by price in particular.
• Some users wanted addition information on the product pages themselves and would like to have seen more detailed information and video links.

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• Note: Ratings are based on a 7 point scale with 1 being the most difficult and 7 being the easiest.

"Looks professional, lots of technical items, complete website."

"I am positive I will be able to find a keyboard or mouse that would fit my company's needs."

Analytics tell you what, Userlytics tells you why

Microsoft:

Website Summary

25

Overall, navigation was very well received among users as indicated by the rating of 7 on a 7 point scale by all 5 users.

• Navigation & Finding Information
• Responding with a mean of 7, every user felt that navigation tasks were very easy to complete.
• 4 out of 5 users navigated through the landing page which proved to be every effective in efficiently guiding users towards products.
• This is likely attributed to the presence of product listings and images found directly on the landing page thus increasing their ease of navigation and explaining the route distribution.
• Note: Ratings are based on a 7 point scale with 1 being the most difficult and 7 being the easiest.

"Tech specification and pictures were the most useful and helpful on this page. "

"I think the filtering is good but it didn't have a lot of selections"

Analytics tell you what, Userlytics tells you why

Poly

26

Analytics tell you what, Userlytics tells you why

Poly:

Expectations

• When purchasing new Video Conferencing Tools, users mentioned multiple key pieces of information as important including: Price, Reviews, Features, Quality, and Compatibility. Below is the distribution of the user responses regarding information expectations.�

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27

"Number one, the company itself and the customer feedback. number two, the features and functions. Technical specifications. and the price."

Analytics tell you what, Userlytics tells you why

Poly:

Overall Satisfaction

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Overall Satisfaction

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Overall, how satisfied are you with your experience using this website?

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n = 6

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• When users were asked about their overall satisfaction using the website, Poly received mixed ratings with a mean of 3.8 on a 7 point scale.
• Though the subjective and polarizing, there remained some that enjoyed the visual style. Regardless of the subjective style though, there were inconsistencies across each user’s selected product information page, and navigation experience that contributed to some users feeling that there was not enough information while others thinking there was too much.
• Below is the distribution of the responses regarding overall satisfaction.

"I was able to quickly find a product, quickly find reviews, and find something for our needs so I would say I'm satisfied."

“Other than missing the price and the software I felt that every other information was there but because price is a major detail I would rate this a 5 but I am extremely satisfied with the look and feel of the website.”

“I mean this website was hard to understand. Hard to use. it's not really appealing to me visually. I don't like how the words go over the pictures. But I do like the comparison and that you can see it side by side

Analytics tell you what, Userlytics tells you why

Poly:

Task 1 - Finding the Headset Weight

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Find the Headset Weight

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How difficult or easy was the task to complete?

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n = 10

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• When users were asked about the ease of finding the weight of their Headset, Poly received mixed ratings with mean of 4.4 on a 7 point scale.
• This mixed distribution is likely attributed to the design’s subjective and polarizing visual style and product information that is not consistently noticed or even available across product pages and user sessions. As shown in the provided videos, some products listed the weight directly in the spec list while others did not. Further, search of nuanced discrete pieces of information like weight are far more difficult to find among the other dominant on-screen graphics as they are found through interacting with small icons that often go unnoticed.
• Below is the distribution of responses regarding task 1 ratings.

"I thought this was very easy. Very informative and descriptive page."

“[Info. unavailable] “Let’s click on comparison guide. I do not see where it says weight.”

Analytics tell you what, Userlytics tells you why

Poly:

Task 2 - Finding the Headset Features

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Find 2 Headset Features

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How difficult or easy was the task to complete?

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n = 10

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• When users were asked about the ease of finding 2 product features, Poly received high ratings with a mean of 6 on a 7 point scale.
• Though the subjective and polarizing, Poly’s visual style makes heavy use of large images and text. Once on a product page users simply had to scroll to and quickly glance at the large images and the associated text describing features.
• Below is the distribution of the responses regarding task 2 ratings.

"This task was very simple and straightforward."

[Features were unnoticed] "I'm gonna say a 4 because in the features area there was only one item."

Analytics tell you what, Userlytics tells you why

Poly:

Website Summary

31

Overall, Poly received mixed responses across tasks and in general reception. When asked about the ease of finding information durings tasks, Poly was rated with both means being 4.4 and a satisfaction rating of 3.8, on a 7 point scale.

• Likes:
• In finding this information, particularly helpful and well received website features included:
• While polarizing, the styled aesthetic was well-liked by some users.
• In keeping with the psychographics data, when available, users found product reviews, prices, and comparison pages to be particularly helpful to users. While these features were very well received, they were not consistently available or even found across each user’s session.
• Dislikes:
• As mentioned, the more stylized design on Poly’s website was reported to be too busy and felt overwhelming to some users. This was particularly true of users who tested Poly in comparison to the more simplistic AVer website further explaining the disparity in their preference scores.
• While packed with information, Poly’s product pages often failed to clearly and consistently layout product features (1). Poly’s unique approach of using small selectable dots (2) to open each unique feature, was often completely unnoticed and product features remained hidden.

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• Note: Ratings are based on a 7 point scale with 1 being very difficult/unsatisfied and 7 being very easy/satisfied.

[Other Feature dots were unnoticed] "I'm gonna say a 4 because in the features area there was only one (1) item."

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2

Analytics tell you what, Userlytics tells you why

Poly:

Website Summary

32

he majority of users were somewhat split at made use of either the menu or the landing page itself to find their products. In doing so, users reported mixed responses.

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• Navigation & Finding Information

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• The large images of advertised products on the landing page, and the large and bright orange tab titles in the navigation menu were easily noticeable and contained a relatively low number of options thereby increasing the ease of navigation.
• That said, this style can lead to visual clutter and make it harder to find nuanced information once on the product pages themselves as discussed above with the small selectable dots.
• This is reflected in the ratings with means of 6, 4.4 and a satisfaction rating of 3.8, on a 7 point scale.
• Note: Ratings are based on a 7 point scale with 1 being very difficult/unsatisfied and 7 being very easy/satisfied.

[What would you change?] "Too much information, big words, have a plus sign that you can enlarge it if you want the information. Also have the price range because people have budgets."

“Too much information, too big. Kinda stressful.”

Analytics tell you what, Userlytics tells you why

AVer

33

Analytics tell you what, Userlytics tells you why

AVer:

Expectations

• When purchasing new Video Conferencing Tools, users mentioned multiple key pieces of information as important including: Price, Reviews, Features, Quality, and Compatibility. Below is the distribution of the user responses regarding information expectations.�

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"Price and the features and also what size conference room is the equipment rated for."

Analytics tell you what, Userlytics tells you why

AVer:

Overall Satisfaction

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Overall Satisfaction

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Overall, how satisfied are you with your experience using this website?

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n = 6

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• When users were asked about their overall satisfaction using the website, AVer received somewhat mixed but mostly positive ratings with a mean of 5.5 on a 7 point scale.
• Though the majority of users were satisfied with their experience, there remained some that would have wanted more information to be more easily visible and available to them. Information regarding product comparisons and price were mentioned in particular.
• Below is the distribution of the responses regarding overall satisfaction.

"I'm extremely satisfied because the website is fancy at the same time very simple and extremely easy to understand and has all the information."

“I would love to have a small description so I can know the difference between the two instead of clicking one by one...It should at least give you a range of price.”

“I can't see the pricing, I can't look at the products.”

Analytics tell you what, Userlytics tells you why

AVer:

Website Summary

36

Overall, navigation was mostly well received as indicated by the overall satisfaction rating of 5.5. All 6 users navigated the website through the navigation menu. Some users desire additional details available for each product.

• Likes:
• The majority of users felt that the browsing experience was very smooth and matched their expectations. Moreover, the majority felt as though there was sufficient information about their selected products.
• When available or found, particularly helpful website features included the navigation bar, spec list, and the product comparison page.

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• Dislikes:
• Like all the other websites tested, some users mentioned their disappointment that they did not consistently or easily see enough product information like compatible software, product reviews and price.

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• Navigation & Finding Information:
• All 6 users navigated through the navigation bar. This was likely due to the large amount of negative space on the top portion of the landing page. The simplistic but clearly visible navigation bar stands out with the keyword ‘products’ as an extremely intuitive tab to make use of after reading the study’s task. When purchasing a new headset, the majority of users navigated Logitech’s website through the Navigation menus. Using the menu was very straightforward, intuitive, and provided useful sub-tabs.
• Note: Ratings are based on a 7 point scale with 1 being the most difficult and 7 being the easiest.

“I feel that the website had a lot of details and the whole navigation from the homepage to the camera catalogue page and to the camera product page was really smooth. It did not take me much time to get there so the website is user friendly and has a lot of details.

“Other than missing the price and the softwareI felt that every other information was there but because price is a major detail.”

Analytics tell you what, Userlytics tells you why

Opportunities & Recommendations

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Analytics tell you what, Userlytics tells you why

Opportunities & Recommendations

• Opportunity: The majority of users place value in, and benefited from the following.
• Product Information:
• The most commonly valued information includes Price, Compatibility, Features, and Reviews.
• Visual Style:
• The majority of users value clean and simple design styles that allowed them to take in the most important information at a glance without being overwhelmed by the content on each page. As such, users could more easily navigate and digest information on Logitech and AVer due to their visual style’s clean design and lack of clutter as opposed to the sometimes overwhelming Poly website.
• Helpful Features:
• In navigating the information discussed above users benefited from or mentioned their desire for the presence of easily and quickly identifiable website features like reviews, star ratings, product comparison charts, search filters, features, product images, and overview descriptions on product listings/pages.

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• Recommendation:
• Given the collected data on information expectations, helpful features, website navigation, and visual preferences, it is recommended to consider the following in future design considerations.
• Maintaining the current clean look and feel of the Logitech website to not overwhelm users and allow key information and search tools to stand out at a glance.
• Pairing the use of product images with the above listed information like reviews, star ratings, comparison charts, and descriptions across product listings and product pages.
• Consistently incorporating the above considerations across paged will not only align with user expectations, but will likely increase ease of navigation and diversify and optimize the methods by which users locate and learn about their desired products.�

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Analytics tell you what, Userlytics tells you why

Appendix

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Analytics tell you what, Userlytics tells you why

Participant Profiles

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Analytics tell you what, Userlytics tells you why