View
192
Download
3
Category
Preview:
Citation preview
Emma Duval UX Designer 1
Hypothetical-client GA project
Case Study
The Treasure ChestE-commerce website
Emma Duval UX Designer 2The Treasure Chest
Define
Understanding the brief and business goal
Sprint 1 overview
Research
Competitive and comparative analysis, card sorting
Ideate
Brainstorming, feature prioritisation, feedback
Test
Prototyping, usability testing, analysis
Timeframe
1 week
Tools
Pen, paper, Axure, Keynote.
Goal
Create a new e-commerce website to showcase the Treasure Chest products. Maintaining the brand image of tradition, fun, and creativity.
Process
Empathise
Interviews, personas
Create
Sketching, walkthroughs, site mapping, journeys, wireframes, iteration
Emma Duval UX Designer 3The Treasure ChestDefine
Key business insights
• Retailer of toys, games, and magic tricks.
• Established 30 years ago.
• Never had a website.
• Successfully focused on traditional toys, now offering a full range of new and vintage products.
• Appeal to children and adults alike.
• Highly-curated inventory focusing quality over quantity.
• Specialises in sourcing the most cherished items from everyone’s childhood.
Long-forgotten toys available today—as if they had been stored in a treasure chest all these years!
Emma Duval UX Designer 4The Treasure ChestEmpathise—personas
Jason School Teacher, 38 Cares about: quality, exclusivity and cool-factor
If I get her the cool stuff, she thinks I’m a cool dad!
Quick access to range.
Know what's new on repeat visits.
Reassurance of familiar brand names.
Social proof from others to know what's cool.
GoalsPain pointsLack of trust with unfamiliar retailers.
Insufficient product descriptions.
Not knowing what’s cool.
Emma Duval UX Designer 5The Treasure ChestEmpathise—personas
Jenny HR Manager, 52 Cares about: reliability of service, stock of specialist items, value, pricing and shipping
“He tells me what he wants - the hard part is finding it”
Simple layout and clear choices
Record of past purchases
Suggestions based on past purchases
Understanding of age/difficulty level of products
GoalsPain pointsFinding magic tricks with unfamiliar names.
Indistinct product categories
Having to remember payment details.
Not having a person to talk to.
Emma Duval UX Designer 6The Treasure ChestEmpathise—personas
Daniel TV Scriptwriter, 28 Caes about: authenticity, exclusivity, and showing-off purchases
It’s not whether I can afford it, it’s whether I can afford NOT to have it!
Have the coolest retro toys.
Purchase from mobile.
Submit product reviews.
Quick checkout process.
GoalsPain pointsServices that don't work on mobile.
Poorly-written website copy.
Too little choice of retro stuff.
Not enough product detail.
Un-updated inventory.
Emma Duval UX Designer 7The Treasure ChestResearch
Mega menu
Competitive and comparative analysis
Key findings
No website or app that offers a sourcing service.
Plenty of variations on categorising toys.
Mega menus offer ways to break content down without having a lot of main navigation elements.
Side menu navigation
Emma Duval UX Designer 8The Treasure ChestResearch
User research
Key findings
1. Some similarities of category ideas.
2. Many different interpretations of product names.
3. Users like sites that have big range and good deals.
4. Users like prompts about ‘Last in stock’ and ‘Sale’.
5. Users like sites that have phone numbers upfront, means better customer service.
6. Users want AUD & click on click off menu drop-downs.
7. Users want to know shipping costs upfront.
Emma Duval UX Designer 9The Treasure ChestCreate
I focussed my design ideas and walked some potential users through sketched wireframes.
Key findings
1. Generally well received design of IA.
2. Especially liked the ‘(02)’ and the big phone number.
3. Menu items still seemed unclear.
Emma Duval UX Designer 10The Treasure ChestCreate
Jason’s user journey
Scenario: buy a Millennium Falcon Lego set for his daughter.
Emma Duval UX Designer 11The Treasure ChestCreate
Jenny’s user journey
Scenario: find a magic trick for her grandson’s birthday present.
Emma Duval UX Designer 12The Treasure ChestCreate
Daniel’s user journey
Scenario: buy a retro Evil Knievel Stunt Motorcycle toy.
Emma Duval UX Designer 13The Treasure ChestCreate
Site map design
Emma Duval UX Designer 14The Treasure ChestCreate
Checkout form design feedback
Emma Duval UX Designer 15The Treasure ChestCreate
Checkout form usability test
Key findings
1. Consistent with other e-commerce conventions.
2. Users were more interested in ‘Reviews’ than ‘You might also like’. Suggested move Reviews up and make more prominent, move recommended products down.
3. Share symbol was confusing to Android Smart Phone users.
4. Needs Checkout button!
Emma Duval UX Designer 16The Treasure ChestNext steps
Jason’s needs met:
• Quick access to range. • Knowing what's new on repeat
visits. • Reassured by familiar brand names. • Social proof from others to know
what's cool. • Sufficient product descriptions.
Needs still to be met:
• A feeling of relationship with the brand.
• Lack of trust with unfamiliar retailers.
• Simple returns process.
Jenny’s needs met:
• Simple layout and clear choices. • Understanding of age/difficulty
level of products. • Finding magic tricks with
unfamiliar names. • Distinct product categories. • Remembering payment details. • Having a person to talk to.
Needs still to be met:
• Record of past purchases. • Suggestions based on past
purchases.
Daniel’s needs met:
• Knowledge and authority on product inventory.
• Regularly updated inventory. • Able to submit product reviews. • Quick checkout process. • Sure of product details.
Needs still to be met:
• Purchase easily from mobile. • Poorly-written website copy. • Too little choice of retro stuff.
Recommended