Analyzing usability metrics for House of Chords
Updated: Oct 5
A comparative analysis of two website versions to improve the online shopping experience
Year: 2025
Role: UX Researcher
Discipline: UX Evaluation
Industry: Retail
Background
This project was conducted as part of my Master’s in User Experience at HEC Montréal, within the UX Evaluation course. The objective was to assess and compare two different versions of House of Chords, an e-commerce platform that sells musical instruments and accessories. The evaluation was based on demo data provided by Tech3Lab and served as a hands-on exercise to apply statistical significance to UX quantitative data in a real-world context.
Goal
The main goal of this UX evaluation was to generate actionable insights that could help House of Chords improve its digital experience and increase online sales. The study aimed to identify which version of the website delivered a better online shopping experience, focusing on key UX metrics such as efficiency, effectiveness, user satisfaction, and user perception.
Method
The evaluation was based solely on containing pre-collected data from user tests.
This Excel dataset included:
Quantitative measures:
Task success rates
Time on task
WebQual questionnaire scores
CSAT (Customer Satisfaction) scores
Qualitative feedback:
User responses to a one-question post-test interview
Using this data, I led the analysis to determine which version of the website performed better and, most importantly, why. To ensure the reliability of the findings, I used Tech3Lab’s UX Calculator to test for statistical significance across the key metrics.
Results
Statistical significance testing helped identify which differences between the two versions were meaningful rather than likely due to chance. The qualitative feedback also helped explain why users responded differently to each experience.
Version B stood out for its information clarity and ease of navigation, while some opportunities remained around visual and emotional appeal.
Based on these findings, I developed recommendations focused on strengthening the experience while preserving the elements that were already performing well.
Since this was an academic evaluation using demo data, the project did not include implementation or measurement of subsequent business outcomes.
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