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 :)