C.E.R.L summary-report-v4

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A summary report of user research done onsite at the 2014 Imagine conference in Las Vegas

A summary report of user research done onsite at the 2014 Imagine conference in Las Vegas

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  • 1. Magento Redesign / Cover Confidential Modified Tue Jun 03 2014 1 CREATED: LAST MODIFIED: AUTHOR: MagentoConfidential Commerce Experience Research Labs Summary Report • Research Project • Imagine 2014 Conference JIRA: MTD-815 05.20.2014 Tue Jun 03 2014 Coburn Hawk
  • 2. Magento Redesign / Original Whiteboard Concept Confidential Modified Tue Jun 03 2014 2 Original Whiteboard Concept 1. The original concept for Imagine 2014 emerged from a conversation between Keith Howard, Jonathan Atkins, and Coburn Hawk. 2. The experience at the show would be a combination of two common* research methods: The Graffiti Wall and the Love Note / Breakup Letter 3. The purpose of the project was to engage with Magento merchants, developers, System Integrators, and Partners. We would get real time feedback on the Magento products while also building a pipeline of customers who would be willing to participate in more formal research projects in the future. C.E.R.L. Commerce Experience Research Labs 1 2 3 * from the book Universal Methods of Design by Bella Martin & Bruce Hanington. (p. 96-97 and p. 114-115)
  • 3. Magento Redesign / What's in a name? Confidential Modified Tue Jun 03 2014 3 What's in a name? Quite a bit actually. The name was chosen very purposefully to let our people know this was a serious effort while still having fun. (important to engagement at a trade show) C.E.R.L. Commerce Experience Research Labs The word Commerce was used rather than eCommerce to speak clearly that commerce is an omnichannel, connected experience. 1. The brand team was consulted to put together a logo treatment we could use without breaking their guidelines. The design team had an approved logo treatment in 3 days. 2. The new logo and name were put on lab coats to create a fun way to approach customers at the show. 1 2
  • 4. Magento Redesign / The Resulting Installation Confidential Modified Tue Jun 03 2014 4 The Resulting Installation 1. The concept was simple: A participant could either choose to write a Love Note or a We Need To Talk… communication. 2. In the process of collecting real time feedback, many personal connections were made between the Magento community and the User Experience designers that are both improving the current product and design then future releases, starting with Magento 2.0 3. It is noted that this is qualitative research and not meant to be statistically significant. More than anything, this was meant to establish a series of relationships with which we could build a solid research practice moving forward. 1 2 3
  • 5. Magento Redesign / The Basics Confidential Modified Tue Jun 03 2014 5 The Base Numbers What I Love About… Notes : 33 We Need to Talk… Notes : 76 Business Cards submitted : 60 Total Points of Engagement : 169 The Dear Magento... board was initially manned by 2 researchers in and was rolled out into public areas of the Hard Rock Hotel starting on May 13th, 2014 at approximately 11:30am. After trying one location for about 20 minutes, we moved the installation. The final location made it easier to engage with participants. At the final location, we increased to 5 researchers and we all stayed very busy talking to participants for about 3 - 4 hours. We left the board unattended overnight with plenty of supplies so participants could leave notes. By morning, the boards was full of feedback.
  • 6. Magento Redesign / High Level Categories • 33 notes Confidential Modified Tue Jun 03 2014 6 High Level Categories • 33 notes Community Open Source Show me the Money Training Ease of Use Support Other Random Graffiti Encouragement After a basic card sort of the submissions, here were some categories that seemed to emerge. 6 Notes 5 Notes 3 3 3 2 4 4 3
  • 7. Magento Redesign / High Level Categories • 76 notes Confidential Modified Tue Jun 03 2014 7 High Level Categories • 76 notes After a basic card sort of the submissions, here were some categories that seemed to emerge. Extensions & Connect Speed Product Creation Developer Feature Requests International Markets Admin Related Product Related Price Concerns Updates/Patches/Install Merchant Feature Requests Integrations Segmentation Support Analytics Partners Site Search CMS Other 8 Notes 6 Notes 6 6 6 5 4 4 4 4 3 3 3 3 2 2 2 5
  • 8. Magento Redesign / High Level Findings : Negative Notes Confidential Modified Tue Jun 03 2014 8 Negative communications in regards to the load times, speed, and overall performance of Magento received 6 total notes. International Markets had a score of 6 total notes. These were requests for Magento expansion mostly in Asia. Extensions received the most "We need to talk…" communications with 8 total notes. High Level Findings : Negative Notes It was no surprise to the UX team that Product Creation scored 6 total notes with comments about the process being difficult. Developer Feature Requests had a score of 6 total notes. These were requests that were both very technical and very specific.
  • 9. Magento Redesign / High Level Findings : Positive Notes Confidential Modified Tue Jun 03 2014 9 Community (the social construct, not the product) received the most "What I love…" communications with 6 total notes. Our customers seem to like every aspect of the Magento community… it beat out "Money" in things they love. A category that emerged was Ease of Use. Even with a modest 3 total notes, the participants who left accolades in this categories were passionate about how easy they found Magento. High Level Findings : Positive Notes In a close second with 5 total notes was Open Source and our continued commitment to it.
  • 10. Magento Redesign / Details Confidential Modified Tue Jun 03 2014 10 MagentoConfidential Detailed Results Photos & transcript of what participants wrote Revision History 06.03.2014 Updates based on peer review. Some feedback moved to more appropriate categories. Visual layout changed for better read-ability All data entry of the cards complete. First cut of the High level findings created for peer review.05.22.2014 PAGE # Document Created - Presentation of Draft to the team in 5.21.2014 UX Milestone 4 Deliverable Demo NOTES 05.20.2014 MODIFIED All
  • 11. Magento Redesign / Details: We need to talk... Confidential Modified Tue Jun 03 2014 11 MagentoConfidential Detailed Responses • Total : 76 Extensions & Connect Speed Product Creation Developer Feature Requests International Markets Admin Related Product Related Price Concerns Updates/Patches/Install Merchant Feature Requests Integrations Segmentation Support Analytics Partners Site Search CMS Other 8 Notes 6 Notes 6 6 6 5 4 4 4 4 3 3 3 3 2 2 2 5
  • 12. Magento Redesign / Extensions & Magento Connect Confidential Modified Tue Jun 03 2014 12 Extensions & Connect 8 Notes Some low quality extensions can break the whole site Indexing is a nightmare in CC on large product databases Sub Par extensions and how to report them +1 +1 More qualified extensions!! +1 Include unit test files when submitting new extensions! +1 What will happen to extension- generated data when we make the move to M2?? Does it stay or go away? Search on Connect Rewards / Royalties for successful extensions, including promoting good 3rd party accomplishment +1 All the +1's were added by other participants who agreed CE? On the individual extension page, we'd like to be able to: • Have more freedom to customize the look of pour detail page - current HTML is limiting (i.e. fonts, colors, etc) • FAQ page that we can post instead of waiting for users to post questions • When uploading screenshots, the ability to rearrange the order of the pictures by: rachel.hiraldo@oct8ne.com
  • 13. Magento Redesign / Speed & Product Creation Confidential Modified Tue Jun 03 2014 13 Speed 6 Notes Have Speed issues!!! I wish you were faster. 15 second page load? Load times for shopping carts with 50 plus items - Front end Performance needs to improve. Some sites lost $ very true! Index This note was added by another participant Product Creation 6 Notes PRODUCT CREATION Make it Easier! Easier product linking I hate the way we link products today but tomorrow… we can be friends (can we link products easier?) Easy import / export of product feed - product setup (New products) * Edit product by store view Export orders to CSV in UI Add free product to purchase on checkout Copy Categories + tree
  • 14. Magento Redesign / Developer Feature Requests & International Confidential Modified Tue Jun 03 2014 14 Developer Feature Requests 6 Notes FIX ENTERPRISE TARGET RULE PLEASE : ) Why use Compass versus LESS-based CSS framework which is used in Magento 2 ??? ORMs should plug into multiple databases. support postgres, mongo and others! SASS? Coding Standards Please! Scoring? Fix that data model. International Markets 6 Notes Come to Asia Don't forget this part of the world Cover the asia market We are Growing! You definitely need to be in India! Don't increase prices… PLEASE! Unfortunately the translation for CE 1.9 / EE 1.14 does not really work - a lot of wrong translations - community module not able to replace them • We need payment gateway in Latin America • You can take examples of Latin American business • we need Spanish language support That we are the unique company from Brazil present on the event WEBJUMP Sass is a scripting language that is interpreted into Cascading Style Sheets
  • 15. Magento Redesign / Product Related & Admin Related Confidential Modified Tue Jun 03 2014 15 Admin Related 5 Notes The layout of the list filter in admin needs some love Expand dashboards + Reports make them configurable There's no mobile responsive version of Admin!! +1 Centralize configurations *Can I Make Magento my product master? - - > Use a PIM Improve search in admin This note was added by another participant Product Related 4 Notes Intermediate product between CE and EE I want to see your product experiences more tangibly and visibly shown in Keynote Being able to change the order of the flow Gift Lists Specifically the checkout flow, I spoke to them
  • 16. Magento Redesign / Price Concerns & Updates/Patches/Install Confidential Modified Tue Jun 03 2014 16 Price Concerns 4 Notes Scared of random price increases! EE costs have risen 50% over 4 years. Feels like an annual shake down! Enterprise should be free'r Metered billing of Enterprise Edition for cloud/AWS scaling I disagree. We kinda like our price points now Updates/Patches/Install 4 Notes Consistent patches + upgrades (bugs + Patches) Detailed notes for changes (Updates + Patches) We Can't Upgrade! 1.11.1.0 Do you know who your customers are? ask for an email during install This note was added by another participant
  • 17. Magento Redesign / Feature Requests & Integrations Confidential Modified Tue Jun 03 2014 17 Merchant Feature Requests 4 Notes We need to apply multiple coupons + promos on one order We need better resource management on front end, especially w/ responsive theming. Not enough docs on abandon cart Help finding things. P.O.S. systems, etc. Integrations 3 Notes Overwrites for shipping (look at Mageworks) Integration capability w/ salesforce + other services (CRM, ERP) Doesn't play nice with NetSuite! A NetSuite rep saw this and they resolved it right there on the board They wanted better documentation specifically for abandon cart
  • 18. Magento Redesign / Segmentation & Support Confidential Modified Tue Jun 03 2014 18 Segmentation 3 Notes Improve customer segmentation nuturing via custom navigation +1 It's difficult to create nuanced demographic segmentation …about Referral Segmentation Support 3 Notes EE Support - The solution isn't always root access to our servers We need to access advance ebay support to overcome account issues using plug-in to sell on ebay Be more supporty to your EE customers
  • 19. Magento Redesign / Analytics, Partners, Site Search Confidential Modified Tue Jun 03 2014 19 Analytics 3 Notes Expose Customer ID further up conversion funnel (i.e. pre-Login) UniversalAnalytics tie in. Analytics require Coburn-size databases! Checkout is difficult to do A/ B testing on. Partners 2 Notes Conversation with potential partners need a better rhythm and speed Make your partner program EASIER Extensions Easier Site Search 2 Notes Site Search needs some "Improvement" +1 Site search needs very serious improvement! Search results are simply unacceptable !!! I think this was a reference to extra large researcher, Coburn Hawk
  • 20. Magento Redesign / CMS & Other Confidential Modified Tue Jun 03 2014 20 CMS 2 Notes We have tons of CMS blocks. Please list them alphabetically CMS Hierarchy Training 1 Note We need more opportunities for Magento training Other 5 Notes about making hosting easier. Less Expensive + More Performance Bring the humanity of the brand success stories to life more You keep me up at night X0X0! Auto-correct changes your name to "Magneto" Waiting for Magento 2.0
  • 21. Magento Redesign / Details: What I love about you... Confidential Modified Tue Jun 03 2014 21 MagentoConfidential Detailed Responses • Total : 33 Community Open Source Show me the Money Training Ease of Use Support Other Random Graffiti Encouragement 6 Notes 5 Notes 3 3 3 2 4 4 3
  • 22. Magento Redesign / Community & Open Source Confidential Modified Tue Jun 03 2014 22 Community 6 Notes Community 150 developers directly involved in Magento! I love the opportunity you provide to your Merchants and Solution Partners. • It has transform us to a new level of business • we love you! Bringing small biz awesome & powerful tools Supporting the small agencies Open Source 5 Notes Open Source is AWESOME!! Open Source means you're proud of your code! Commitment to CE, knowing it doesn't directly create revenue for Magento. The range of applications and the types of companies it works for + In complexity lies elegance + open source + Fall-backs
  • 23. Magento Redesign / Money, Training, Ease of Use, Support Confidential Modified Tue Jun 03 2014 23 Show me the Money 3 Notes You Make Me MONEY 1/3 of the cost of every other provider Total cost of ownership Training 3 Notes Magento U : ) I ♡ Ben Marks +1 +1 +1 +1 +1 User friendly. easy to teach other people. Ease of Use 3 Notes You make it easy - Sh*t you are easy! ! We got up and running in 2 months! End to End in 6 months! Love the scope of options available out of the box! Support 2 Notes I love Magento Enterprise support! Life & sho savers ♡ Is how quickly you respond to us & how helpful you ares to new extensions entering the marketplace All the +1's were added in the middle of the night… Ben Fans She Savers? Show Savers?
  • 24. Magento Redesign / Other, Encouragement, Random Confidential Modified Tue Jun 03 2014 24 Other 4 Notes Your Next Version. (Get Here Soon, Plz!) So many useful Extensions! 1.14 works! New Template! Great employees & partners Encouragement 3 Notes IMAGINE! You can do it! Orange is my favorite color! Random Graffiti 4 Notes Not transcribed. Mostly self promotion & scribbles you get by leaving a message board unattended at a trade show.
  • 25. Magento Redesign / The Researchers Confidential Modified Tue Jun 03 2014 25 The Researchers Jonathan Atkins, Keith Howard, Coburn Hawk, Daniel Mennega, John Goff
  • 26. Magento Redesign / What we could do differently... Confidential Modified Tue Jun 03 2014 26 What we could do differently... 1. It might be more effective to position the "Love Notes" in a different way. If the sentence started: "Dear Magento, please don't change…" That positioning might yield more actionable data. 2. Some simple lecturns would make it easier for participants to engage, especially when they are at a trade show with the hands full. 3. Whenever possible, having options for the location is critical. Some locations just don't inspire the kind of engagement that is necessary to make this type of interactive experience work. 4. We wanted to also conduct sit down interviews with participants who were willing to spend a few minutes talking. This was scrapped due to the inadequate lighting for good video and the unexpected fast pace of the experience. 5. If we want to have video interviews in the future, we probably need one person dedicated to just that as well as some portable lights. 6. Although we did have a twitter account set up, having a digital display of the notes linked to a hashtag would be a nice upgrade to the experience in the future. 1 2 3 4 5 @MagentoCERL #dearmagento 6