prior work
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New European store wireframe
New European store wireframe

New European store design
New European store design

Tristream engaged in a round of user and potential user contextual interviews from various core user segments—first in the US, and then overseas. It was a challenge to do research work with multiple languages, a problem solved by choosing French and German speaking, web-savy Logitech employees to join the Tristream interview team (typically 2 experience designers).

It took some practice to convince the translators to translate "word by word", rather than paraphrase. In one initial test interview, a tristream designer listened to the test user excitedly speak several paragraphs in French while browsing around the French/Swiss regional online store, only to have the translator report "He [the participant] says he likes the web site very much." The Tristream standard response soon became "What exactly did he/she say, word for word."

Tristream experience designers and Logitech’s Swiss and German stakeholders were amazed to observe interviews where a high percentage of potential purchasers abandoned their "research and purchase" paths. These unfortunate events happened most often for seemingly insignificant UE issues such as link language translations; design, size and placement or action buttons like "buy now" or "add to cart"; overly complicated and thereby threatening "view cart and purchase" processes, and complicated product feature and details screens.