Capturing the perspectives of a wide range of comparison website users, we recruited 32 participants to take part in a two-phase project: unmoderated and moderated user research. Comparing a prototype to the current design, several scenarios were simulated to understand participants’ emotional response to colour, icons and design features. This approach enabled us to develop hypotheses during unmoderated research which we put to the test and expanded upon during moderated testing.
To overcome order bias we alternated the presentation of each design. We identified patterns and comparisons between the unmoderated and moderated research. Applying our emotional response tool, we probed and surfaced participants’ gut feeling towards each design.