With our research and synthesis set in place, the team set out to connect the dots by representing our key findings into 3 relatable Archetypes.
Arnold the Student
Arnold has low purchasing power and needs to feel safe when purchasing a product. He looks for credibility from his peers and third-party reviews for an unbiased point of view. These archetypes are price and credibility driven, and uses the website to browse it like a catalogue. Takes a long time to decide to buy a product. (See pain-points)
Danny the Tech-Guy
A power user. Danny is well versed in tech and knows what he wants. He’s loyal to Razer, and is very meticulous about the details of the products he wants to purchase, always on a lookout for the best prices and deals online. These archetypes are price and performance driven, uses the website to easily compare products, and purchase products with Zsilver discount credits. Takes a variable time to decide to buy a product, depending on how much they might need it. (See pain-points)
Wilfred the Fanatic
Another type of power user. He worships Razer, and requires less convincing to purchase a Razer product. He constantly wants updates on the latest release of products and news. These archetypes are brand image and trend driven. Takes a short time to decide to buy a product as his decisions are mostly out of impulse of spontaneity.
Customer Journey Map
Finally, to break down silos, highlight opportunities, and fully understand the customers pain points throughout their purchasing process, we created customer journey maps (CJM) for each individual archetypes.
We also noticed that there were several crossovers in their pain points despite that being different individuals, some examples are:
- Products are hard to compare on site
- Products are always out of stock
- Visibility of the text on the website is low
- Product details display are inconsistent
- Customers are unaware of tracking orders
Our project could’ve ended here, but we wanted to address these issues so we came up with a feature prioritisation table and a quick wireframe to better present our findings in the deck.
The features we recommended to focus on were the ones on the top right corner of the table, which are the easiest features to implement with the highest business impact.
Hi-Fi Prototype Preview
The goal was not to make the website look completely different but instead make necessary small changes such as:
- Streamlining “Store” and “Products” on top nav, bringing “Deals” upfront
- Filter feature on each product page
- Product card updated with Price, Specs overview, and a quick “Buy Now” Button.
These were all the features the customers mentions than they would prefer to see on the website to make their shopping experience better.
Wrapping it up
As the ancient Chinese military strategist, Sun Tzu once said:
“Great results can be achieved with small forces.”
We felt that great results can be achieved without doing an overhaul of the service redesign. Paying attention to the small details and iterations can make a surprisingly big impact to users.
As user experience designers, we would love to build better prototypes, measure the success metrics by conducting more usability tests and iterating them based on the feedbacks given.
P.S. We might do our self-initiated re-design for the project, so stay tuned!
In this project i’ve learnt that the pool of users for Razer is bigger than i thought, and the types of customers Razer had was really surprised us (shoutout to Wilfred, our Archetype). My key takeaways for this project is that applying structure early helps when laying out and sharing research findings in the team, and that the best way to conduct user interviews is not conducting them, but have a heartfelt conversation with them instead.
This may be my last project in the User Experience Design Immersive course in General Assembly, but I’ll definitely be writing more case studies and articles in the future, so definitely keep a look out!
With that being said, that’s all folks!