UX Design Process Next Online Retail

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Ecommerce, UX process, User Research, http://www.google.com

Ecommerce, UX process, User Research, http://www.google.com

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  • 1. Next.co.in User Resear ch & i deat i on Titel van de presentatie 1  Personas  User action  User needs  Ideation
  • 2. Webshop vision Titel van de presentatie 2  Become one of the largest online retailers of electronics and home appliances section.  Integrate the offline and online stores; giving users complete support & avoid bad experiences.  Easy to search and locate products which meets your demands; also making good meaningful content for novice users. 
  • 3. Current Scenario Titel van de presentatie 3 Next is one of India’s largest electronic stores with around 600 stores around country. It also has a online store which caters to e-commerce activities of the company. The offline is although in a very sound shape but the online version is still a little problem with bad site speed, difficult to locate items and various other problems.
  • 4. Long term vision Titel van de presentatie 4  Successfully integrate the shops both online and offline.  The user can place an order on shop and pay and collect at the store. And it can be any type of flexibility related to paying, delivery and support.  Very easily people can have a demo on their home regarding any product they wish to purchase.  Online user generated content and sharing by users as they can advise the best to a fellow user.  Effective search and filter- to ensure good quality and quantity of meaningful results.  Developing the ‘NEXT’ brand comes to mind whenever thinking of the electronics.  Reducing the overhead costs of customer care and support.
  • 5. Challenges Titel van de presentatie 5  Successfully integrate the shops both online and offline.  The user can place an order on shop and pay and collect at the store. And it can be any type of flexibility rather being paying, delivery and support.  Very easily people can have a demo on their home regarding any product they wish to purchase.  Online user generated content and sharing by users as they can advise the best to a fellow user.  Effective search and filter- to ensure good quality and quantity of meaningful results.  Developing the ‘NEXT’ brand comes to mind whenever thinking of the electronics.  Reducing the overhead costs of customer care and support.
  • 6. Ux Methodology Titel van de presentatie 6 • We made a quick mockup as per a typical ecommerce user. • After that we made a quick wireframe and after some minor tweaks to adjust as per the business requirements we started to develop it. • On a week to week basis we ideated on the wireframe (modified version) and brought changes to the older version. • We tested the new wireframe and tested it internally about the functionality, its design and related stuff. • We added the modifications which we saw necessary and added that concept or modification to the live site.
  • 7. User Research Process Titel van de presentatie 7
  • 8. Iterative design Titel van de presentatie 8 Val i dat eVal i dat ePr ot ot ypePr ot ot ype
  • 9. 9 Pradeep Saxena 28 / M / Chandigarh JOB: Marketing Associate Monthly Income: 33,000/- INR Hobbies: Establishing Relationship -the alone bachelor- PERSONAS Pradeep works as an associate with a major Indian advertising Education: B. A. in Mass Communication Age: 27 years Education: B. A. in Mass Communication Technical aptitude: Good with PC and can easily work on internet Weekly internet usage(personal): 32 hours From where does he accesses internet: Mostly home Scenario: Being a marketing associate, Pradeep has to travel around a lot for official purposes. All the time he has to carry his laptop too around with him too. Also his job being Monday to Saturday, that leaves him Sunday only to take care of his personal outdoor activities. On Sundays he avoids to go out to malls , shopping for fun; rather he relaxes in his home. He has found that online shopping is much easier and also many a times saves him a of of money too. He found a deal on a pair of shoes that saved him Rs.2000 as his friend brought an identical shoes for a higher price for the mall. He uses online ecommerce sites regularly to buy headphones, shoes, shirts and other stuff. But he is a little bit hesitant to buy expensive items like smartphones, laptop from online sites as he think it might be a little risky. He has heard a some stories where some people were ripped off. So normally he sticks to some popular sites which he think s are safe and trustworthy like flipkart, yebhi etc.. He regularly pays his bills (telephone, internet & TV subscription) using the online payment method. 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 computer mobile internet payment portal willingness to use ecommerc e site usage
  • 10. Motivations: 1.Regular buyer and has no issues paying online 2.Easy to purchase also saves him his personal valuable time. 3.Save a lot of money by using a special deals and offers. 4.Get all the product range which he may not find at the local store. Inhibitions: 1.Trust issues with Online store’s commitment 2.Reluctance to buy an expensive item on the site 3.Giving him the right perception of any new shop. PERSONAS Pradeep Saxena 28 / M / Chandigarh JOB: Marketing Associate Monthly Income: 33,000/- INR Hobbies: Establishing Relationship -the alone bachelor-
  • 11. 11 Lata Purti 29 / F / Bhopal Profession : B.Sc. (Bio) Hobbies: Sports(Badminton), Reading short stories, Music, Traveling -Housewife - PERSONAS 0 0.5 1 1.5 2 2.5 3 3.5 4 computer mobile internet payment portal willingness to use ecommerce site usage Lata works as an associate with a major Indian advertising Education: B. Sc. in Biology Age: 27 years Technical aptitude: Internet skills are limited to orkut and facebook. And mobile skill only limited to messaging and some talking Weekly internet usage(personal): 12 hours From where does he accesses internet: Mostly home Scenario: Lata loves shopping and she sometimes roams in the mall just top get the .She is very brand conscious which is a problem in Bhopal as she doesn’t have the access to major international brands which she find Her husband is the zonal head of a major telecom player in the region. He regularly travels to Mumbai and Delhi for his official meetings. Lata sometimes tag along with his husband in these trips . She uses these trips to have her shopping desire fulfilled. She is usually not sure what she wants also she might go looking for a watch but she mind end up buying a perfume, jewelry etc. She does use Facebook to connect with friends and relatives and she also loves to post comments and upload pics to the wall. She has seen her peers in metros using sites like fashion and you, Myntra to get very impressive deals on the shop. She is a little scared of buying branded items online as she may buy a cheap knock off of a branded item. But she finds that some of her friends have got exclusive deals for very premium products and she has also registered on these sites to get some deals and range of major international brands.
  • 12. Motivations: 1.Adventurous buyer and comes to new sites whenever she finds good deals. 2.Events and exciting offers 3.A huge range available online which is not available offline in stores. 4.Have access to all major brands which her peers have access to in the major metros. Inhibitions: 1.Giving the same experience of the shopping mall 2.Trust maybe an issue 3.Brand and image conscious, how the product will look inside her home. 4.If she doesn’t get the trust factor right she might think that the shop may be selling cheap knock off products. Hemlata Purti 29 / F / Bhopal Profession : B.A. (Hon) Hobbies: Sports(Badminton), Reading short stories, Music, Traveling -Housewife - PERSONAS
  • 13. 13 Survey
  • 14. 14 User Actions Sear chi ng Br owsi ng Wi ndow shoppi ng Ext ensi ve pr oduct r esear c Pr oduct compar i son Or der t r acki ng Ret ur ns & exchange Deal and Of f er s Comment s & r evi ews Pr oduct speci f i cat i on Pr oduct l aunch Checki ng St at us Pr oduct spec
  • 15. 15 Problem Areas • Trust issues with site. People feel it uncomfortable to share . • Make the site navigation (flow) more easier. • Visibility of all the system and user actions. • Feed back to the user actions • People find it difficult to use returns and exchange of products and lack of transparency is a key problem. • Very difficult to browse in categories and if any user is selecting a product for any particular specification (expert user), it tends to be very difficult. • Unnecessary information required at all steps.
  • 16. Problem Statement | Information Needs Titel van de presentatie 16 Can you help me choose the product I am looking for. I have a some basic requirements the product should cater too. Can you help me choose the product I am looking for. I have a some basic requirements the product should cater too. Can you please tell me how a one product is better than another. Is it worth the price difference I am looking for. Can you please tell me how a one product is better than another. Is it worth the price difference I am looking for. Can you provide me information on best deals and offers in similar products. Also please have something similar in sale section Can you provide me information on best deals and offers in similar products. Also please have something similar in sale section Can you tell me the best product for my requirement. E.g. I have a 140sq. Ft. room. I don’t know the volume but will a 1 ton AC provide appropriate cooling. Can you tell me the best product for my requirement. E.g. I have a 140sq. Ft. room. I don’t know the volume but will a 1 ton AC provide appropriate cooling. Can I know the main differences between these products and the difference worth spending that much money over something which I may never use. Can I know the main differences between these products and the difference worth spending that much money over something which I may never use. When do you have sale on your shop. Can I get an early access too your sale whenever it happens When do you have sale on your shop. Can I get an early access too your sale whenever it happens
  • 17. Problem Statement | Design Implications Titel van de presentatie 17  Improve findability and affordance  Easy access to information on product range and various offers/ deals  Provide ability to filter/ find information as per the desired criteria  Brands are very important in this category, provide users it at every level  Avoid cognition overload  Provide results and not useless information.  Provide easy-to-use intuitive ways to seek, filter and navigate through data  Provide information in a step by step method rather than dumping at once  Maintain standard of e-commerce sites (example cart, wish list etc.) and don’t create something which is difficult for user to understand.  Feedback to the users and also information flow  Inform users about relevant sale and deal in the related pages.  In Payment process, inform users at every step and show progress  Make sure the validation and error messages are not too complex  Allow users to research on their products at their own pace  A compare feature that allows users to compare products and see the differences.  Provide advice to novice users about the details on any particular specification.
  • 18. Problem Statement | Price Titel van de presentatie 18 My range is Rs. 20,000/-, can you please find me a good split AC for my bedroom. My range is Rs. 20,000/-, can you please find me a good split AC for my bedroom. What is the price that I will get. I am looking at multiple prices. Which one is applicable. What is the price that I will get. I am looking at multiple prices. Which one is applicable. Do I have to pay more when I get the product delivered. Also if my order is postpaid (Cash on delivery) do I have to pay more. Do I have to pay more when I get the product delivered. Also if my order is postpaid (Cash on delivery) do I have to pay more. I have a coupon code which I was mailed; where do I have to use it. Also is the coupon valid on all products and product range. Is the coupon valid in overall cart. I have a coupon code which I was mailed; where do I have to use it. Also is the coupon valid on all products and product range. Is the coupon valid in overall cart.
  • 19. Problem Statement | Price Titel van de presentatie 19  Improve findability and affordance  Coupons whenever mailed should provide clear information about their use  Keep a one clear price, if a product is marked down then slash the price.  Price as a filter so that user can clearly see the product in their range  Avoid overload  Provide results and not useless information.  Provide easy-to-use intuitive ways to seek, filter and navigate through data  Provide information in a step by step method rather than dumping at once  Maintain standard of e-commerce sites (example cart, wish list etc.) and don’t create something which is difficult for user to understand.  Feedback to the users and also information flow  If a coupon is disallowed, provide clear information rather than declined.  In Payment process, inform users at every step and show progress  Make sure the validation and error messages are not too complex  Allow users to research on their products at their own pace  A compare feature that allows users to compare products and see the differences.  Provide advice to novice users about the details on any particular specification.
  • 20. Problem Statement | Support Titel van de presentatie 20 Do you have support for the item I have purchased. How do I use my warranty or guarantee Do you have support for the item I have purchased. How do I use my warranty or guarantee If the product breaks down when and how can I replace it. Who will take care about those stuff you or the brand. If the product breaks down when and how can I replace it. Who will take care about those stuff you or the brand. You provide demo and support for your product. How does it work, do I have to pay for it. You provide demo and support for your product. How does it work, do I have to pay for it. Can I see the status of my order, has it still been shipped or still with you. Can I see the status of my order, has it still been shipped or still with you. I want to have my product exchanged, how can I file for return and will I be getting an exchange or a store credit. I want to have my product exchanged, how can I file for return and will I be getting an exchange or a store credit. Do I have to pay any extra charges for the installation and delivery. Do I have to pay any extra charges for the installation and delivery. The product you sent me is not working properly. I want a new product or give me my money back. Please do it fast The product you sent me is not working properly. I want a new product or give me my money back. Please do it fast
  • 21. Problem Statement | Support Titel van de presentatie 21  Improve findability and affordance  Mention the support online and offline very clearly, also be very clear about the post sales support.  In case of online support provide user with all the information very clearly, if you are have separate return policies for different section; mention clearly in heading with appropriate information.  Return policy should be mentioned very clearly.  When mailing the user order and other information, also attach important link of order tracking and order cancellation. It will be difficult for user to locate them.  Mention very clearly in each product about the installation and delivery charges, please keep in mind that if this information  Avoid overload  Build up the knowledge of functionalities and capabilities of the shop gradually. Don’t provide it at once at confuse user. For example don’t mention returns exchange information on home page in detail but whenever the order mail is sent to the user , send the user order cancellation, return and exchange link.  Until and unless you are not on the action page, don’t provide ‘how it works’ information. Provide it only at the page as it is more clear and less confusing, otherwise the user is going to get irritated by back and forth.  Don’t provide contradictory information. For example there is a general return policy and a very specific for any other category. Mention it very clearly (boldly) in the main policy that ‘that’ (not ‘some’) category may have different policy.
  • 22. Problem Statement | Support Titel van de presentatie 22  Flexibility to the user  A lot of users don’t like to call customer support and for a big shop it is going to be a lot of overhead costs and sometimes even a misunderstanding can be very bad experience for the user. So give the users maximum flexibility to use the shop and its feature without calling the customer care.  Flexibility to the user  A lot of users don’t like to call customer support and for a big shop it is going to be a lot of overhead costs and sometimes even a misunderstanding can be very bad experience for the user. So give the users maximum flexibility to use the shop and its feature without calling the customer care.
  • 23. End user goals Titel van de presentatie 23 Analyzing the gathered data, the user goals vary at different phases of travel: Phase Goal Browse / Search To get inspired, find travel ideas & decide on the trip to take Compare Comparing products and finding the best detail. Select Selecting the best product as per user’s requirement Shop/ Pay Pay for the product with ease also taking care of users' security Delivery Let the user know everything about the shipping and delivery details, so that trust between the shop and user remains firm Support Make it easy and flexible for user to take support from the shop. Allow user easy access to return, complaints & grievances. Browse Compare Select Payment Delivery Support Search Deals
  • 24. User Needs  More user engagement in review section  User generated content to help increase trust in the comments section.  Help user understand the specifications and other details about the product.  Increase overall visibility and trust inside the web shop.  A more robust and intuitive experience for all the users - novice ,expert & regular shopper.  Home appliances are not only just for functionality but also they modify the overall aesthetics of the home. Titel van de presentatie 24
  • 25. Inferences & Ideation  Online advise section – to help novices user select any product. Tell users what does each specification will improve product.  Clear and simple return policy that can be easily visible and used.  Multiple images of product  Related videos of the product to improve the user engagement Titel van de presentatie 25
  • 26. Design Solution Framework Titel van de presentatie 26 User context Brand Guideline Design Guidelines  Agile UX  Iterative Designs  Phase wise implementation of Design & functionalities  RITE methodology
  • 27. Next Steps Titel van de presentatie 27 • Review and validate user research analysis • Translate the user research analysis into user requirements. • Ideate Mockups and respective design solution • Use low-fidelity mockups to validate the user requirements • Use medium-fidelity mockups to validate the user task flows • Convert those low fidelity mockups to wireframes and post- validation share the wireframes with other stakeholders. • Process the wireframes into IDD and other design documentation for stakeholders. • Repetitive testing & implementing changes as per the iterative testing (RITE)
  • 28. Thank you Titel van de presentatie 28