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BigCommerce UX Design - Joshua Chen
- 3. Discovering the motivations and goals of usiness owners
In order to design a etter store set-up process, it was important to grasp the considerations and ehavior of a new store owner.
We focused on user interviews of support staff, usiness owners, and current users. Here's what we learned:
How to start?
"I reall wish I had a mentor or tutorial to guide me through the process. I asked m colleagues to help me get started, ut artists
are reall competitive. I eventuall just gave up."
Potential usiness owners are hesitant to open a store ecause the are uncertain of how to position themselves in the
marketplace (e.g. how to differentiate themselves, how to price their products, how to determine current demand).
With all these unanswered questions, users are looking to find answers ut cannot easil locate the support portal or
communit forum.
Feature Navigation
After setting up the store, navigation through all the different features of e-commerce platforms is tedious and time
consuming. Too much time is spent wading through nested menus looking for a single item which graduall uilds into a
mountain of frustration.
Launch xpectations
Once the store set-up is completed and their new store is launched, people often had unrealistic expectations of thriving
sales, immediate customers, and ongoing traffic to their site.
Disgruntled and disheartened, if users could not determine the reason for the slow start or what steps to take next, the
ended aandoning their online store.
WALKTHROUGH
To etter to understand the product and discover pain points, we had users walkthrough the current onoarding process while
sharing their thoughts.