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
