The curtain was drawn and the team is set. This time, the clients picked the aspiring UX designers to be part of the project. I was lucky enough to be included in something that I was familiar and fond of. Without further ado, let’s dive into the topic.
The team was ecstatic when the brief came in. The project would be focused much on user behavior and their process of shopping on the site. Let’s zoom into the brief details.
•Buying motivation, purpose of purchase
•Key considerations when it comes to purchase, how does the user decide?
•Length of consideration before committing to the purchase
•Other products that users had considered?
•Other places that users had shopped?
Shopping and Purchase Process on Razer.com
- Customer confidence level when making the purchase
• Ease of browsing and selecting products
• Ease of navigation through the site
• Ease of purchase on the site
• Is a promotion code used when doing the purchase?
• Was the site easy to browse i.e. readability?
The deliverables for this pro-bono project this time would be the customer journey map along with the personas. This data would be presented to the web development, sales and design team.
As seen in the plan, we started out with the heuristic evaluation of razer.com along with competitor analysis. We uncovered a few areas where improvements could be made.
This was seen throughout the site as the site was based in black. We did comparisons with other notable competitors like steelseries and found out that the readability there was much higher. However, there was something that was much more major than the readability. As we were picking products to check out, we were not informed of the stock availability till we were directed to a pop up page.
As soon we had received the volunteers who were willing to get give a recount of the shopping experience, we sat down to craft our interview script. The script was important to delve deeper into their behavior. It also sets a good base to collect data which are unbiased as the questions asked will be uniformed for all the interviewees. Interestingly, the interviewees that we had did not had much qualms with the website. It was not until we probed more that they revealed some of their workarounds when they had reached road blocks on the website.
After condensing the interviews, the team knew that it was insufficient for the Personas to be crafted, let alone the customer journey map. We then went out to do user testings as well. True enough, with the user testings, we were then able to see how a first time user would use the website. They were timed with the tasks they were given. It is noticed that all the users took a longer than usual timing as they all had to circumvent the out of stock issue that is on most of the products. Users would also fill up the System Usability Scale to tell us how they felt about the site. The formal usability report was also submitted to the client for documentation.
The team sat down to start condensing the findings of the User interviews and testings. There were a few major categories that came up prominently. They are the side filter , tactile experience, discounts and stock availability.
With this, we were able to come up with 3 distinct personas each with a slightly varied customer journey map. Let’s look at them below.
In a nutshell, Arnold is looking to buy a laptop for the first time and he needs it to be priced reasonably as he is not working yet.
Wilfred is a longtime customer of Razer. He knows the website really well and still supports them as he really likes their products.
Danny really knows his tech well. He also looks out for minute details. The pain points for him are magnified in his case.
And with our personas, we crafted out the customer journey map. We had included the opportunities that Razer could consider along the way if they were to make changes. We also shown them how we made a minor tweak to the existing website that would allow them to have a big impact on users. Giving users a better experience on the website would encourage them to return to the site for the next purchase.
The Razer team was pleased what they had learnt from the extensive research that we did. It did not occur to them for these issues to happen and they were deep in thought. We had a robust Q&A session after the session to let them know how about our process and how we would improve the site for users.
Would like to specially thank Angela and Maverlyn for being patient with us and giving us guidance throughout the project. It would not had gone through so smoothly without it. Also, would like to give a special shoutout to my teammates, peng lin Ang, Bertram Yeo and Dash. The project was really fun and it would not be the same without them. Please support their medium articles as well!
With this, I would like to end this article on a high note. This is also the last project I have at General Assembly. The next article would be out in the world and I’m really looking forward to apply the UX skills I acquired on my job. Improving the Tech world, 1 UX design at a time!