ecommerce usability review
TRANSCRIPT
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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