ecommerce ux testing

Interaction14South AmericaEl evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinoamérica.

B U E N O S A I R E S

eCommerce UX testingAdrian Iacomi @adrianiacomi

El evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinamérica.

19 AL 22 DE NOVIEMBRE 2014

UCA • PUERTO MADERO

Interaction14South America

Program

1. UX. A brief presentation

2. eCommerce websites

3. UX testing

4. Cheap and fast

5. Testing methods

6. Group work

7. Group therapy UX

Interaction14South America 19 AL 22 DE NOVIEMBRE 2014

BUENOS AIRES, ARGENTINA

1. User eXperience. A brief presentation. What : User Experience (UX) refers to all the good / bad feelings towards your product

Who : the project manager, UI designer, IA expert, the man/woman ready to make him/her “happy”

Why : if the user is not “happy” he/she will not use your product and will look for a better experience

How : improve the user experience but respect the business goals

Where : in the user environment, where he/she uses normally your product

When : UX can be improved anytime during the development process





eCommerce websitesDifferent flavours. Similar goals.



2. eCommerce websites• Different design approaches / Hard to differentiate sometimes

• Huge competition : existing on a global market

• Price comes first, but without a good UX, the user won’t get to that point

• UX it’s not optional

• Depends on the business goals

• Common elements: shopping cart, offers, they want to sell you a product

• Differences: design, anticipate user needs, targeted market, personalisation level



3. UX testing

• There is no silver bullet method • Time / money constraints

• The client doesn’t always sees why to UX “whatever” test

• Options

• Classic UX testing

• Discount (cheap and fast) testing

• No testing = No results = No user feedback … failures looms around the corner



Classic User testing Discount testing No testing

Methods

user interviews, focus groups, eye tracking, advanced prototypes, personas,

scenarios, etc.

expert review, heuristic evaluation, simple user test, proto-personas, user journey

graph

being optimist

Cost high low none

Users 5-many 1-5 0

Time 7-30 days 30 min 0

UX team 3-10 1-3 0

Results plenty few none





UX means innovation + evolutionwww.amazon.com

http://www.amazon.com



UX = Evolution = more $$$



4. Cheap and fast ???

1. When we can not do proper UX testing

2. To convince a client investing in UX

3. Limited budget

4. Limited time

5. Restricted access to users

6. Cannot replace full length UX testing

7. Better little than none !!!

8. Focus on the core features / functions



5. Testing methods

1. Create a set of methods (max 3)

2. Establish a scale of experience values (-10 to +10)

3. Create a user scenario - to attain a goal

4. Apply methods and measure the UX

5. Analyse the top pain points

6. Modify the project accordingly and repeat after an interval to measure improvement



Method A - user journey graphHeuristic markup / Emotional map / Focus on goals



1. Establish a goal : buy a pair of woman shoes

2. Create a scenario (steps to follow)

3. Pick a typical user / UX practitioner

4. Record the emotions and reactions of the user while using the website

5. Create a graph based on the reactions of the user [scale -10 to +10 as reactions] on each page/step

6. Analyse the top 3 lowest points

7. Add comments: type of failure, severity, how it affects the main goal



Clean design Found “Zapatos” on the home page

No Search function ?!?!



Found in the menu exactly what I wanted

Hombres? Confusing Confusing category image



Very good sorting options I’ve found the product I wanted



Clean design Well organised information

No matching options No suggestions



Clean design Informed, clear price

No suggestions



Small cart, atypical icon No rollover information



-10

-8

-5

-3

0

3

5

8

10

Home Search Menu Product list Product page Shopping cart



Method B - beat the leaderComparative assessment / Industry leader / Usability Heuristics



Method C - shopping basket heuristicsUsability Heuristics [ Nielsen ] on the most important element



• Visibility of system status

• What I have in the basket (photos, name)

• Price and overall cost

• Match between the system and the real world

• Familiar therms, user understandable

• Error prevention

• No stock

• Undeliverable

• Aesthetic and minimalist design



Clean design, safety Informed, clear price, payment methods System status No suggestions



6. Group work

1. Choose a website: zappos.com

2. Make a team (3 max): one user, 2 observers

3. Choose a team name, know each other, prepare to work :) (5 min)

4. The “user” that will navigate, the rest will analyse and write down comments

5. Apply Method A (30 min)

6. Apply Method B - just one pain point analysed (20 min)

7. Apply Method C (20 min)

8. Write down few comments about UI, UX, other



Method A - user journey graphCreate the User Journey Graph and find the major Pain Points



User Journey Graph1. Find a pair of woman shoes for a black dress

2. Find on home page?

3. Use Search function

4. Use menu to navigate and find the right shoe

5. Add to basket

6. Go up to send order

Home - Search - Menu - Product list - Product page - Shopping cart



-10

-8

-5

-3

0

3

5

8

10

Home Search Menu Product list Product page Shopping cart

ux stupids meli sapos shopping queens vai, brasil superclasico umpa



Method B - beat the leaderCompare with Amazon the top pain points



Method C - shopping basket heuristicsUsability Heuristics [ Nielsen ] on the most important element



7. Group therapy

1. Which was the worst user experience point? Why?

2. Which was the step with the best user experience? Why?

3. Which method do you find most useful and which was less useful?

4. What would you radically change about zappos.com?

http://zappos.com

Interaction14South AmericaEl evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinoamérica.


Questions and answers :)

No deje de completar su evaluación online

isa.ixda.org/encuesta¡Muchas gracias!



eCommerce UX testingAdrian Iacomi

ecommerce ux testing

Design

buenos aires

user experience ux

user needs

cominteraction14south

user wont

user environment

good ux

ux team