Emma Duval case study: Treasure Chest

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.


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.


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.


Jason’s user journey

Scenario: buy a Millennium Falcon Lego set for his daughter.


Jenny’s user journey

Scenario: find a magic trick for her grandson’s birthday present.


Daniel’s user journey

Scenario: buy a retro Evil Knievel Stunt Motorcycle toy.


Site map design


Checkout form design feedback


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.


• 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.


• Purchase easily from mobile. • Poorly-written website copy. • Too little choice of retro stuff.