CR Browser Extension
Consumer Reports
BUSINESS OBJECTIVE
Consumer Reports set out to meet consumers where they shop online—on platforms such as Google, Amazon, Best Buy, Home Depot, Lowe's, Target, and Walmart. The goal was to create a browser extension that provides shoppers with reliable product ratings, recall information, and buying guidance at the point of purchase.
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1.6 + million served - most used benefit to date
CONCEPT VALIDATION
Key Findings
Useful - Almost all users rated the extension as “Very useful” or “Useful”.
Extension Fit: All users agreed that the browser extension is the type of feature CR should offer.
Recommendations
Focus on key information and product details rather than recommendations.
Make key ratings more prominent and provide context on CR’s rating system.
Reduce widget size for better integration into browsing experiences.
CR Browser Extension for concept validation and user testing.
Launched the CR Browser Extension
We made the recommended updates and launched our beta extension in Chrome on 11/1/18.
Consumer Reports Extension
POST-BUILD SURVEYS
Immediate Survey Feedback
Nearly all respondents felt CR was “doing shoppers a great service” by showcasing:
Top picks on Google and Amazon.
Recall information (which gave users a sense of safety and protection).
Users preferred using the extension as a layer while searching Google and Amazon, rather than using the extension’s search feature.
Follow-Up Survey (1–1.5 Weeks Later)
Engagement: About 50% of users interacted with the extension after initial testing.
Challenges:
Limited search term recognition was frustrating for some.
Recommendation: Expand search term flexibility and allow natural query searches (e.g., “best headphones”).Retention: 86% of users planned to keep the extension installed.
Membership Friction: Users requested the ability to stay signed in to the extension even if logged out of the CR site.
A survey had been added to the beta version to continue to gather user feedback.
CONCLUSION
The CR Browser Extension successfully met users where they shop and provided a unique layer of consumer protection and guidance. With further refinements—such as expanding search functionality, streamlining sign-in, and optimizing widget size—the extension has strong potential to become a trusted, everyday companion for online shoppers seeking unbiased, reliable product information
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“I love it. It would help me make an informed purchase decision, and I don’t have to hunt these reviews down.”