Matalan UX Lab produces the omnichannel goods

Matalan has celebrated the one year anniversary of its UX Lab, which is situated at its head office in Knowsley.

The idea is to get omnichannel customers involved and to interact with them more frequently, resulting in a wider understanding of their shopping journey. It claims to be the first value retailer to invest within this area and says it has used the facility “to revolutionise the way Matalan tackles research projects and delivering increased conversion across both online and mobile”.

Over the past year, Matalan has run 14 Lab research days focussed on improving the online customer experience, resulting in 42 live experiments. This has contributed to a collective conversion increase of +10.2% overall, with a mobile increase of +12.1%.

The UX and Development team have been through a period of rapid growth this year, with key customer improvements including the introduction of online gift cards, which launched this week. Customers will also be able to save items they like whilst browsing online; this function will be delivered before Christmas.

In April this year, Matalan created a new transactional app, designed by the UX team and put under the microscope in the Lab. Further improvements will be delivered in 2020.