Website for online shopping
Online shop - one of the top 20 in Ecommerce
Three usability research iterations tested the checkout process on the desktop version of the site.
CUSTOMER CHALLENGES:
Regular testing of the main customer journey map
Research participants:
- 150 participants
- Live in large cities
- Equally divided between existing clients and non-clients
Issues IDENTIFIED
- Customers had problems correctly filling a number of fields when checking out.
- Customers had trouble selecting their preferred pickup points using both the map and list views.
- Customers couldn't tell if the amount of the order had changed after removing an item or applying bonus points.
- Customers did not notice related products offerings ("People usually also buy...").
- Customers didn't notice the section showing additional services, e.g., TV installation and setup.
- Taking into account the problems identified, an interactive prototype of a new UI was developed.
- After a series of rapid UX tests and refinements, the prototype became the basis for site optimisation.
Results:
+32%
Conversion Rate
