TURTLE BEACH
A Consumer Journey
Built to Win
THE CHALLENGE
Crafting A Customer Journey for the Turtle Beach Recon 70
Turtle Beach, a leading global manufacturer of gaming headsets and equipment has held the throne of making the #1 best selling wireless gaming headset in the market today, the Recon 70. This headset is unmatched in audio quality, gameplay features and comfort within its’ starter price point range.
The online information, experience and value of this product on TurtleBeach.com however, was not matching the retail channel performance. Our job was to uncover the key product stories, content and consumer validation that shoppers care most about to create a digital experience that rivaled the “Wow Factor” of the Recon 70 itself.
OUR ROLE
- Digital Experience Strategy
- Qualitative and Quantitative Customer Research
- Consumer Survey and Persona Development
- Content Strategy
- Mobile-first User Experience & Visual Design
- Product and Lifestyle Photography
- Shopify Development
Our Approach
The primary goal of this project was to create a user-centric journey page designed to reduce friction, elevate the product story and drive sales.
Our Approach
Our strategic discovery was comprised of customer research, website data analysis and several qualitative stakeholder interviews. We were also able to leverage customer surveys to uncover the optimal journey pathways and interactive Recon 70 landing page experience for consumers.
From a quantitative analysis perspective, we employed what we term as Rapid Opportunity Testing (RPT) utilizing the VWO conversion rate optimization platform. In less than 30 days time, we were able to conduct 3 high impact multivariate tests within the navigation and key landing page pathways connecting users with the Recon 70 headset.
Additionally, we poured through their Shopify website analytics and conducted a heuristic evaluation of those same pathways to assess roadblocks to motivation cues, value messaging, anxiety and friction that could impede the customer from making purchase decisions.
Furthermore, using Spotright and other customer research platforms we outlined key value differentiators and customer segments based on customer, market and competitive analysis
To validate our key learnings, we then spent time with the global and regional stakeholders at Turtle Beach and the end consumers. Through a series of stakeholder interviews, workshops and online surveys we were able to clearly define business goals, customer “happy paths”, unique value proposition messaging and content presentation best positioned to support the consumer decision making process.
THE OUTCOME
Accountable to our results
PRODUCT INTERACTION
CONTENT INTERACTION
BOUNCE
RATE
SESSION DURATION
01
Strategic Learnings
We discovered what Recon 70 buyers care most about…
Primary
- Great Audio Quality
- Long-Lasting Comfort
Tertiary
- Value for money
- Setup and Support post purchase
And their customers were more Influenced by:
- Social gaming content (Youtube, Twitch, Reddit)
- Social media connections
- Product reviews by users (Youtube videos, unboxing content)
02
Content Strategy and UX Design Approach
The overarching UX and Content Strategy boiled down three fundamental elements:
We must design for the mobile audience first. We must allow consumers to self segment around the key product features and benefits they care most about. And we must present personalized content most relevant to customer motivations first.
We then designed an experience that enabled users to self select their desired pathway of product efficacy and customer validation between “Great Audio Quality” and “Long-Lasting Comfort”.
Within each pathway customers were presented an interactive flow of brand, product and user generated content, highlighting the emotive and rational value as well as peer and influencer validation that our research showed were key to influencing final decisions for this audience.
Structurally we established a consistent hierarchy of content modules that would enable the Turtle Beach team to share the variety of stories in unique interactive ways. Also, allowing for scaling up or altering content at any time.
03
Stylized Product
Photography
We lead the art direction for Turtle Beach’s new stylized product photography for 2020. We designed minimalist sets that would enhance the features of the product, while allowing Turtle Beach to modify images for future use across marketing channels and their ecommerce website.
04
Product Photography
Turtle Beach was looking for product images for their multiple products. We photographed, composited and provided clean beautiful product shots to be utilized across their website and marketing materials.
Digital Operative is a great agency to work with. We work so closely with their teams that they have become an extension of my internal team, tackling all our development, strategizing on new opportunities, and always working to optimize our site. They’re not just a great agency, but they’ve become a great partner.