ASOS go International with UX Testing

Background is a British online fashion and beauty store. Primarily aimed at young adults, ASOS sells over 850 brands as well as its own range of clothing and accessories. ASOS, the Internet fashion phenomenon, has long set its sights on global domination.


ASOS has websites targeting the UK, USA, France, Germany, Spain, Italy and Australia and also ships to over 190 other countries from its central distribution centre in the UK. The International sites were launched rapidly and aggressively but with no local country managers, ASOS international manager really wanted to understand how they could improve their online experience for international audiences.

Tasks, challenges & conclusions

ASOS were keen to understand if users were experiencing any distinct localisation issues, so they commissioned WhatUsersDo to run native language testing remotely on each of their (six) targeted sites (US, FR, DE, IT, ES & AUS) – we tested with a broad range of consumers (age ranges, socio-economic online spend intent and mix of previous purchase history from competitor brands in each country).

WhatUsersDo supported ASOS with test planning and design, translating and transcribing each test video, together with providing an overarching summary for each country – this contained High, Medium & Low UX Analysis & Insight alongside positive comments and highlight clips. Additionally, at the initial point of contract WhatUsersDo did not have an active user panel in Australia, so we recruited panellists specifically for the project within a 2-3 week lead-time – this ensured that ASOS had complete international coverage and the required depth of country level insight.

ASOS International Manager, said “Overall I think we were very happy with the testing and the insight we’ve achieved as a result of it and obviously the UK team were impressed enough to run their latest tests through you too!”