ecommerce usability review

SnapDealUsability Review

Customer Journey01

Customer Journey

Social Media

URL

Search Engine

Home

Cart

Product Display Page

Easy Payment Process

New Visits

Pages Per Visits

Landing & Exit page

Bounce Rate

Time on Site

New Customer

Payment

Key Metrics

Customer Journey – UX issues and key Metrics impacted

Social Media

URL

Search Engine

Home

Cart

Product Display Page

Easy Payment Process

New Visits

Pages Per Visits

Landing & Exit page

Bounce Rate

Time on Site

AbandonNew Customer

Payment

Key Metrics

UX Review - Findings on Home Screen02

Home – UX issues

Social Media

URL

Search Engine

Home

Cart

Product Display Page

Easy Payment Process

New Visits

Pages Per Visits

Landing & Exit page

Bounce Rate

Time on Site

AbandonNew Customer

Payment

Key Metrics

• Third party ads

• Prominent call to action button

• Personalized Experience

• “Add to Cart” missing

Findings on Home

Bounce Rate

Key Matric impacted

Exit Page

• Third party ads

• Prominent call to action button

• Personalized Experience

• “Add to Cart” missing

Findings on Home

Pages per visit

Key Matric impacted

• Third party ads

• Prominent call to action button

• Personalized Experience

• “Add to Cart” missing

Findings on Home

Time on site

Key Matric impacted

New Visit

• Third party ads

• Prominent call to action button

• Personalized Experience

• “Add to Cart” missing

Findings on Home

Time on site

Key Matric impacted

UX Review - Findings on Navigation03

Navigation – UX issues

Social Media

URL

Search Engine

Home

Cart

Product Display Page

Easy Payment Process

New Visits

Pages Per Visits

Landing & Exit page

Bounce Rate

Time on Site

AbandonNew Customer

Payment

Key Metrics

• Redirects to sites outside of Snapdeal.com

• Categories icon not available on header while scrolling

• No consistency

• Less affordance on categories icon

• Categories only available on home screen

Findings on Navigation

Bounce Rate

Key Matric impacted

Exit Page

• Redirects to sites outside of Snapdeal.com

• Categories icon not available on header while scrolling

• No consistency

• Less affordance on categories icon

• Categories only available on home screen

Findings on Navigation

Time on site

Key Matric impacted

New Visit

• Redirects to sites outside of Snapdeal.com

• Categories icon not available on header while scrolling

• No consistency

• Less affordance on categories icon

• Categories only available on home screen

Findings on Navigation

Bounce Rate

Key Matric impacted

Exit Page

• Redirects to sites outside of Snapdeal.com

• Categories icon not available on header while scrolling

• No consistency

• Less affordance on categories icon

• Categories only available on home screen

Findings on Navigation

Bounce Rate

Key Matric impacted

Exit Page New Visit

• Redirects to sites outside of Snapdeal.com

• Categories icon not available on header while scrolling

• No consistency

• Less affordance on categories icon

• Categories only available on home screen

Findings on Navigation

Bounce Rate

Key Matric impacted

Exit Page New Visit

UX Review – Finding on My Cart04

My Cart – UX issues

Social Media

URL

Search Engine

Home

Cart

Product Display Page

Easy Payment Process

New Visits

Pages Per Visits

Landing & Exit page

Bounce Rate

Time on Site

AbandonNew Customer

Payment

Key Metrics

• No. of items in cart should be clearly visible

• Too much space left

• Inform the user about delivery time

• Item name should work as a link

• No call to action button available without scrolling

• Summary of My Cart is missing for e.g. Total payable amount

Findings on My Cart

Abandon

Key Matric impacted

• No. of items in cart should be clearly visible

• Too much space left

• Inform the user about delivery time

• Item name should work as a link

• No call to action button available without scrolling

• Summary of My Cart is missing for e.g. Total payable amount

Findings on My Cart

Abandon

Key Matric impacted

• No. of items in cart should be clearly visible

• Too much space left

• Inform the user about delivery time

• Item name should work as a link

• No call to action button available without scrolling

• Summary of My Cart is missing for e.g. Total payable amount

Findings on My Cart

Abandon

Key Matric impacted

• No. of items in cart should be clearly visible

• Too much space left

• Inform the user about delivery time

• Item name should work as a link

• No call to action button available without scrolling

• Summary of My Cart is missing for e.g. Total payable amount

Findings on My Cart

Abandon

Key Matric impacted

• No. of items in cart should be clearly visible

• Too much space left

• Inform the user about delivery time

• Item name should work as a link

• No call to action button available without scrolling

• Summary of My Cart is missing for e.g. Total payable amount

Findings on My Cart

Abandon

Key Matric impacted

• No. of items in cart should be clearly visible

• Too much space left

• Inform the user about delivery time

• Item name should work as a link

• No call to action button available without scrolling

• Summary of My Cart is missing for e.g. Total payable amount

Findings on My Cart

Abandon

Key Matric impacted

Comparison of Product Display Screen05

Product Display Screen – UX issues

Social Media

URL

Search Engine

Home

Cart

Product Display Page

Easy Payment Process

New Visits

Pages Per Visits

Landing & Exit page

Bounce Rate

Time on Site

AbandonNew Customer

Payment

Key Metrics

• Fluid Design

• Link Consistency

• Product Image

• My Cart

• Trust Factor

Amazon

Flipkart

Snapdeal

Comparison

Bounce Rate

Key Matric impacted

Exit Page

Amazon

Flipkart

Snapdeal

• Fluid Design

• Link Consistency

• Product Image

• My Cart

• Trust Factor

Comparison

Bounce Rate

Key Matric impacted

Exit Page

Amazon

Flipkart

Snapdeal

• Fluid Design

• Link Consistency

• Product Image

• My Cart

• Trust Factor

Comparison

Bounce Rate

Key Matric impacted

Exit Page

Amazon

Flipkart

Snapdeal

• Fluid Design

• Link Consistency

• Product Image

• My Cart

• Trust Factor

Comparison

Abandon

Key Matric impacted

Amazon

Flipkart

Snapdeal

Not Available

• Fluid Design

• Link Consistency

• Product Image

• My Cart

• Trust Factor

Comparison

Bounce Rate

Key Matric impacted

Exit Page

Payment – UX issues06

Payment – UX issues

Social Media

URL

Search Engine

Home

Cart

Product Display Page

Easy Payment Process

New Visits

Pages Per Visits

Landing & Exit page

Bounce Rate

Time on Site

AbandonNew Customer

Payment

Key Metrics

• Delivery Information

Payment

Abandon

Key Matric impacted

Overall Analysis07

Analysis of Snapdeal.com• Ranks good on

– Search – Home Page – Writing and Content

• Ranks low on – Trust & Credibility – Page Layout & Visual Design – Help, Feedback

Design Approach08

Design Approach

Usability Testing Card Sorting

Step – 1 : Evaluation of existing system

Heuristic Evaluation Eye tracking

Accessibility Analysis

Design Approach

Use Cases & Scenarios Website Analytics

Step – 2 : User Research

Competitive Audit User Interviews

Stakeholder Interviews Personas

Design Approach

Blueprint Customer Journey Map

Step – 3 : Strategy & Ideation

Ecosystem Map Competitive Audit

User Stories

Key Performance Indicators Brainstorming

Storyboards User flows

Task Analysis

Design Approach

Sketches Wire Frames

Step – 4 : Design

Prototype Visual Design

Pattern Libraries Style Guides

Navigation Pattern

Design Approach

Usability Testing A/B Testing

Step – 5 : Analyzing

Web Analytics

Design Approach

Usability Testing

Card Sorting

Heuristic Evaluation

Eye tracking

Web Analytics

Use Cases & Scenarios

Website Analytics

Competitive Audit

User Interviews

Stakeholder Interviews

Personas

Blueprint Customer Journey Map

Ecosystem Map Competitive Audit

User Stories

Key Performance Indicators Brainstorming

Storyboards User flows

Task Analysis

Sketches

Wire Frames

Prototype

Visual Design

Pattern Libraries

Style Guides

Navigation Pattern

Usability Testing

A/B Testing

Web Analytics

Evaluation User Research Strategy & Ideation Design Analyze

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