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Online store

Online-shop, top 20 in E-commerce

Three usability research cycles to test checkout process on the desktop version of the online store.

CUSTOMER CHALLENGES:

Regular testing of the main customer journey map

Research participants:
  • 150 participants
  • Big city dwellers
  • Equally divided clients and non-clients of the store
identified Issues
  • Customers had problems filling in correctly a number of fields at checkout.
  • Customers had troubles selecting the necessary pickup points using both the map and the list views.
  • Customers did not understand whether the amount of the order has changed after removing the item and applying bonus points.
  • Customers did not notice related products offerings ("People usually also buy...").
  • Customers were unable to notice the section with additional services, for example, the installation of a TV.
  • Based on the problems identified, interactive prototype of new UI was developed.
  • After a series of rapid tests and refinement, it became the basis for the site optimization.
Results:
+32%
Conversion Rate
Senso Logotype