Remote UX Testing · 5 Users per Cohort · High-Fi Figma Prototype

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OVERVIEW

Assessing how shifting from transactional discount incentives to exclusive priority access affects newsletter subscription intent in the luxury segment.

HYPOTHESIS

A standard 10% discount incentive and redundant catalog links decrease subscription intent by diluting the premium brand perception.

TASK

"You want to be notified the moment new meteorite artifacts are released. Find a way to stay informed."

FOLLOW-UP INQUIRY

"Based on the footer copy presented, would you provide your email address to subscribe?"

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OBSERVATION MATRIX

Iteration 01 (Discount Incentive)

Participant Profile Subscription Intent Reaction to Offer Key Insight User Verbatim
P1 Jewelry Collector No Found the 10% discount incentive off-putting, stating it cheapened the premium brand. Discount positioning heavily damages perceived brand equity for high-ticket luxury goods. Ten percent off? Not a chance. Offering a discount on a piece this expensive just cheapens the whole experience.
P2 High Net Worth Individual No Rejected the offer, noting that a discount-driven subscription felt like promotional spam. Mass-market e-commerce patterns trigger defense mechanisms against promotional spam. No, I wouldn't leave my email. Seeing "10% off" makes me think my inbox is about to get flooded with junk.
P3 Rare Minerals Buyer No Declined the offer, noting that the discount combined with the heavy list of catalog links made the footer feel ordinary. Combining discount incentives with heavy catalog links dilutes the premium brand presentation. I'll pass. The discount feels out of place, and looking at those massive lists of rings and necklaces... it just screams regular online store.
P4 Gift Shopper No Rejected the offer, emphasizing that percentage discounts killed the feeling of exclusivity and prestige. Premium buyers perceive transactional discount incentives as a loss of brand prestige. Absolutely not. True luxury brands don't need to bribe you with a discount to get your contact info.
P5 Tech Executive No Expressed confusion over why a rare artifact required a standard discount to capture emails. Misalignment between high luxury price points and transactional incentives lowers brand trust. I'd probably skip it. It's just weird... you're selling rare meteorites, why give 10% off like a regular store? It makes me doubt if it's really that exclusive.

Iteration 02 (Exclusive Access)

Participant Profile Subscription Intent Reaction to Offer Key Insight User Verbatim
P6 Bespoke Jewelry Client Yes Showed high interest in the mention of private acquisitions and unreleased capsules. Exclusivity framing creates high perceived value and strongly drives subscription motivation. Private acquisitions and unreleased capsules? Yeah, absolutely. Sign me up for that list.
P7 High-end Fashion Consumer Yes Perceived the offer as a VIP club membership rather than a standard mailing list. Status-driven copywriting converts high net worth users without relying on transactional incentives. Bespoke services and early access are exactly what I look for. I'm putting my email in right away for this.
P8 Gift Shopper Yes Felt the subscription text promised valuable insider information on rare drops. Shifting from financial discounts to priority access establishes genuine emotional value. It feels like a private club for collectors. I'd subscribe because I definitely want to know when the next drops are coming.
P9 Luxury fashion buyer Yes Responded positively to the shift towards priority access and bespoke services. Premium taxonomy and clean footer architecture emphasize brand authority and respect user time. This is really exclusive. Getting priority access to new discoveries is 100% worth sharing my email.
P10 High Net Worth Individual No Appreciated the clean layout but refused to subscribe due to personal privacy preferences. Minimal conversion drop-off remains due to personal privacy preferences rather than brand dilution. The private access is a nice touch, but honestly, no. I just hate handing out my email to any store, period.

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TEST SYNTHESIS