This document outlines an agenda for an e-commerce UX testing tutorial. It discusses discount usability testing techniques including user journey mapping and comparing a site to industry leaders. An example usability test of the Burberry website is provided where participants map the emotional user experience of finding a product and identify pain points like limited filtering options. Participants then practice these techniques on their own selected websites to identify issues and ideas for improvement.

1. E-COMMERCE UX TESTING
UX Discount testing tutorial
Adrian Iacomi [Cactus Ideas Ltd] @adrianiacomi

2. AGENDA
1. About me
2. eCommerce websites
3. Discount testing
4. Users test vs Discount vs No testing
5. Methods
6. (very) Short Case Study
7. Exercise
8. Results
9. Solutions
10. Questions & Answers

3. 1. ABOUT ME
Adrian Iacomi
• 15 years in the IT industry (UX Architect, Project Manager)
• MSc in UX, IT University of Copenhagen
• Experience with eCommerce, eLearning, HealthCare. Clients from EU and US.
• Other: tango, biking, snowboarding, photography and design

4. 2. E-COMMERCE
Websites. Goals. Types.

6. 3. UX DISCOUNT TESTING
Why. Who. When. How much.

7. UX DISCOUNT TESTING
•Since 1989 by Jakob Nielsen
•Cheap & fast way to test
Why: limited resources
Who: small team / one man show
When: anytime, as soon as possible
With who: 1- 5 users

8. USER TESTS VS DISCOUNT VS NO TESTS
Advanced 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

9. 5. METHODS
User journey graph. Beat the leader.

10. A. USER JOURNEY GRAPH
Heuristic markup - Emotional map - Focus on goals
Steps:
1. Establish a goal [a section to be tested]
2. Create a scenario
3. Pick a typical user / ux practitioner [as a user]
4. Record the emotion and reactions of the user while using the
website to reach the goal on every page/section/function
5. Create a graph based on the reactions of the user [scale -10 to
+10 as reactions]
6. Analyse the top 3 lowest points
7. Add comments: type of failure, severity, how it affects the main goal

11. B. BEAT THE LEADER
Comparative assessment - Industry leader - Usability Heuristics
Steps:
1. Find the industry leader : amazon.com
2. Select areas of your website to analyse [top 3 pain points]
3. Compare the website with the leader in the following areas:
A. Visibility of system status
B. Consistency and standards
C. Flexibility
D. Aesthetic and minimalist design
E. Help user recognise, diagnose and recover from errors
F. Help and documentation

12. 6. CASE STUDY
Discount UX testing example

13. A. USER JOURNEY GRAPH
Website: uk.burberry.com
Goal: buy a blue polo t-shirt
Sections: Home page, search
function, menu, product list,
product page, shopping cart

14. main menu area search box clear
No real data for my goal
No “Shop here” area
Nice design&feeling
Stylish, Colourful

15. no autosuggest!
it sends to the right page
hidden in the menu
the menu loads a new page!?!
Search: Annoying, Primitive | Menu: not logical, losing time

16. No sorting option
No filter option
A lot of scrolling
Mixed with t-shirts
Frustrating, Annoying, Colourful

17. Changing colours clear
No other other polo section
Recommended section irrelevant
Confusing design - hard to read
Good layout
Good images
Weird breadcrumbs navigation
Customer Service clear
Nice, Limited (recommendations), Not intuitive

18. Difficult to read design
Simple notifications
Small, Annoying, Crowded

19. USER JOURNEY GRAPH WITH THE MAJOR PAIN POINT
10
8
5
3
0
-3
-5
-8
-10
Layout issues
No filtering/sorting + scrolling
No real testing?!?
Home Search Menu Product list Product page Shopping cart

21. B. BEAT THE LEADER
Paint point area: product list
Looks nice It’s usable

22. Sorting
Filter
Relevant
Related
Maybe too much information
Clear design
Price, Reviews

23. 7. EXERCISE
Applying the methods.

24. 1. Pick a website
2. Make a team (3 max)
3. Choose a user that will navigate, the rest will analyse
4. Apply Method A
5. Apply Method B (just one pain point analysed)
6. Write down few ideas
10
0 3 5 8
-3
-5
-8
-10
Home Search Menu Product list Product page Shopping cart

25. 8. RESULTS
What you have found. Pain points. Beat the leader.

26. 10
8
5
3
0
-3
-5
-8
-10
WORKSHOP RESULTS [ ON VARIOUS DEVICES ]
WITH THE MAJOR POINT
Home Search Menu Product list Product page Shopping cart
‣

27. 9. SOLUTIONS
Solving the UX problems from the exercise

28. 10. QUESTIONS & ANSWERS

29. THANK YOU :)