e-commerce ux testing - ux scotland 2014
TRANSCRIPT
E-COMMERCE UX TESTINGUX Discount testing tutorial
Adrian Iacomi [Cactus Ideas Ltd] @adrianiacomi
AGENDA1. About me2. eCommerce websites3. Discount testing4. Users test vs Discount vs No testing5. Methods6. (very) Short Case Study7. Exercise8. Results9. Solutions10. Questions & Answers
Adrian Iacomi
• 15 years in the IT industry (UX Architect, Project Manager)• MSc in UX, IT University of Copenhagen• Experience with eCommerce, eLearning, HealthCare. Clients from EU and US.• Other: tango, biking, snowboarding, photography and design
1. ABOUT ME
2. E-COMMERCEWebsites. Goals. Types.
3. UX DISCOUNT TESTINGWhy. Who. When. How much.
UX DISCOUNT TESTING
•Since 1989 by Jakob Nielsen•Cheap & fast way to test
Why: limited resourcesWho: small team / one man showWhen: anytime, as soon as possibleWith who: 1- 5 users
USER TESTS VS DISCOUNT VS NO TESTS
Advanced User testing Discount testing No testing
Methods
user interviews, focus groups, eye tracking, advanced prototypes, personas, scenarios, etc.
expert review, heuristic evaluation, simple user test, proto-personas, user journey graph
being optimist
Cost high low none
Users 5-many 1-5 0
Time 7-30 days 30 min 0
UX team 3-10 1-3 0
Results plenty few none
5. METHODSUser journey graph. Beat the leader.
A. USER JOURNEY GRAPHHeuristic markup - Emotional map - Focus on goalsSteps:1. Establish a goal [a section to be tested]2. Create a scenario3. Pick a typical user / ux practitioner [as a user]4. Record the emotion and reactions of the user while using the
website to reach the goal on every page/section/function5. Create a graph based on the reactions of the user [scale -10 to
+10 as reactions]6. Analyse the top 3 lowest points7. Add comments: type of failure, severity, how it affects the main goal
B. BEAT THE LEADERComparative assessment - Industry leader - Usability Heuristics Steps:1. Find the industry leader : amazon.com2. Select areas of your website to analyse [top 3 pain points]3. Compare the website with the leader in the following areas:
A. Visibility of system statusB. Consistency and standardsC. FlexibilityD. Aesthetic and minimalist designE. Help user recognise, diagnose and recover from errorsF. Help and documentation
6. CASE STUDYDiscount UX testing example
A. USER JOURNEY GRAPH
Website: uk.burberry.comGoal: buy a blue polo t-shirtSections: Home page, search function, menu, product list, product page, shopping cart
No real data for my goalNo “Shop here” areaNice design&feeling
search box clearmain menu area
Stylish, Colourful
no autosuggest!it sends to the right page
hidden in the menuthe menu loads a new page!?!
Search: Annoying, Primitive | Menu: not logical, losing time
No sorting optionNo filter optionA lot of scrollingMixed with t-shirts
Frustrating, Annoying, Colourful
No other other polo sectionRecommended section irrelevantConfusing design - hard to readGood layoutGood imagesWeird breadcrumbs navigation
Changing colours clear
Customer Service clear
Nice, Limited (recommendations), Not intuitive
Difficult to read designSimple notifications
Small, Annoying, Crowded
-10
-8
-5
-3
0
3
5
8
10
Home Search Menu Product list Product page Shopping cart
Layout issuesNo filtering/sorting + scrollingNo real testing?!?
USER JOURNEY GRAPH WITH THE MAJOR PAIN POINT
B. BEAT THE LEADERPaint point area: product list
Looks nice It’s usable
Sorting
Filter
Relevant
Related
Price, Reviews
Maybe too much informationClear design
7. EXERCISEApplying the methods.
1. Pick a website2. Make a team (3 max)3. Choose a user that will navigate, the rest will analyse4. Apply Method A5. Apply Method B (just one pain point analysed)6. Write down few ideas
-10-8-5-30358
10
Home Search Menu Product list Product page Shopping cart
8. RESULTSWhat you have found. Pain points. Beat the leader.
-10
-8
-5
-3
0
3
5
8
10
Home Search Menu Product list Product page Shopping cart
WORKSHOP RESULTS [ ON VARIOUS DEVICES ] WITH THE MAJOR POINT
‣
9. SOLUTIONSSolving the UX problems from the exercise
10. QUESTIONS & ANSWERS
THANK YOU :)