Lean UX Process for Better Checkout Experience

© 2010 WinWire TechnologiesWinWire Technologies, Inc. Confidential
Going Lean Way for Better UX
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Agenda
• Lean UX – Basics
• Lean UX - Process & Principles
• Example
• Case Study
• Q&A

Innovation
But..
A company
decides it must
innovate to
survive.
It commissions a
design team
(either in-house or
external)
Customers
interviewed,
observed, analyzed.
Experiments,
surveys, focus
groups, prototypes
and smoke tests
Results a massive
specification
document with
their findings &
recommendations
Engineering
process may be
agile, the
specification
document is rigidly
fixed.
Innovation

What if…
Market conditions
have changed since the
original learning took
place?
Engineers discover that
the specification was
unworkable?
Concepts worked great
in the lab but have no
commercial appeal?

Here comes Lean UX…
A Cross-functional collaboration that brings non designers,
tech team and stakeholders into design process

Step 1 - Sketch Concept

Step 2 - Define the Interaction/Build Prototype

Step 2 - Define the Interaction

Step 3 - Brainstorm Internally

Validate with Persona
Represent a Major User Group for Your Website
Jim Duncan
Software Engineer
29 years old
Single
5th year with the company
Has a degree in engineering
Full time employee
High energy and very
competitive
Love sports of all kind
Known as a go to person
Travels frequently to work
Information about previous trips
Available travel options
Travel costs
Frequent flyer info
Hotel rewards program info
Thinks He Want to Know
Book travel for himself
Be able to have a travel agent to book travel
for him
Update and change travel arrangements
Wants to be able to book air, hotel and car
rentals in a single transaction
Things He Want to Do

Step 4 - Run your concept with stakeholders

Step 5 - Test your concept with actual users

Go Back and Re-sketch

Lean UX Process
ITERATE
Validate & Test
Internally
Validate with
Customer
Learn from
User Behavior
Define
Interaction/build
prototype
Concept
ITERATE
Step 1 Step 2 Step 3 Step 4 Step 5

Core Principles of Lean UX
Finding features
that matter most
to the consumers-
and find them at
the cheapest
possible cost
Moving as quickly
as possible
through the
build-measure-
learn loop
Exposing the
product directly to
users early and
often
Clickable
prototypes,
personations,
screens mockups,
low fidelity
techniques
Continuous
Discovery
Shared
Understanding
Permission to Fail

Lengthy form or
too many steps to
follow
Why am I asked
for Captcha code
and why is it
frustratingly non
readable?
Unable to see the
product info when
I am about to pay
I don’t want to
login but still want
to buy
Security concerns
if my credit card
will be misused
What will happen
if I select and enter
data and
payment
mechanism gets
stuck?
How will I trust the
website or co. as
you are not an
amazon
or eBay?
What if product is
unavailable still I
am paying for it ?
List down areas of concern

Security concerns
if my credit card
will be misused
What will happen
if I select and enter
data and
payment
mechanism gets
stuck?
How will I trust the
website or co. as
you are not an
amazon
or eBay?
What if product is
unavailable still I
am paying for it ?
Lengthy form or
too many steps to
follow
Why am I asked
for Captcha code
and why is it
frustratingly non
readable?
Unable to see the
product info when
I am about to pay
I don’t want to
login but still want
to buy
Analyze and Identify Key Area of Concern

Build Sample Persona
Madan M
Works as Admin Manager in Pharmaceutical company
• Most buying or interest level :
Electronics, Mobiles,
Stationaries
• Preferred Buying Mode: Online
• Websites preferred to compare
or but : Amazon, eBay
• Payment methods : Credit card
John likes to select product which
he likes and instantly pay it and
expects the system to checkout in
just 5 minutes or less. He would also
like to see the product on screen
which he is buying even when he is
paying because this gives him a
satisfaction
He hates to key in too many
personal information, lengthy
forms, just some important info and
should be over. He also hates the
CAPTCHA or something like this
coming up, it really makes him go
against buying the product
Purchasing Habits His Likes His Dislikes

Option 1 : One page
Checkout
Option 2 : Step wise Process
Option 3 : Expand/Collapse
Information
Sketch some concepts on checkout screen and name them according to their importance

Discuss Analyze Iterate
Discuss Internally with the Team
Advantages and
disadvantages of each
options
Analyze competition, find
the competitive
advantage, and check
how it will help users and
will provide good user
experience
Modify the sketch
accordingly

Test with Actual Users

Overall Steps: In Brief
Analyze
Listing out problem
areas in checkout
process which users
are facing
Resolve
Listing out various
checkout options to
make resolve the
issues and identify few
key points
Create
Come up with
sketching the concept
of single page
checkout covering the
key problem area
identified
Validate
Validate the concept
with the team and
with the user

Proposal Management Tool
Creating and managing proposal for their researchers
Customer
Challenges
Enabling sales team to use proposals for their clients
Market research type customization for customers with pricing options
Proposals with various approval cycle in the process
Step 1 : Walkthrough of the current process
Step 2 : Identifying Problem Area
Step 3 : Started Sketching for simple and complex scenarios
Step 4 : Brainstorming with Stakeholders and Iterated
sketches
Step 5 : Tested the design with users, analyzed and finalized
Step 6 : Visual Mockups and HTML for the task
Step 7 : Approval and Applying Cost to the proposal

Step 1
Complete walkthrough from
researchers (users) of the current
process which was manually done
in Excel file
Boot camp exercise with
stakeholders and technical folks
for in-depth knowledge of process
and vision/mission of the tool
Walkthrough of the Current Process

Step 2
Identified key module or problem
area which was most important
and complex “Creating Proposal
Structure”
Based on the discussions, we had
2 scenario based screens
Simple Proposal Structure
Complex Proposal Structure
Identifying Problem Area

Step 3
Started Sketching for Simple and Complex Scenarios

Step 4
Brainstorming with Stakeholders and Iterated Sketches

Step 5
Tested the Design with Users, Analyzed and Finalized

Step 6
Visual Mockups and HTML for the Task

Step 7
Approval and Applying Cost to the Proposal
Approval metrics and
applying cost for the
proposal entered
All screens & flows were
designed to get
complete walkthrough of
the Application
Process Followed:
Sketching >
Brainstorming > Test >
Iterate Design > Mockups

Join us for our Next Webinar on Wired2Win Webinar Series!
Best Practices: Hybrid App Implementation
Date: 17 April, 2014
Time: 9 am PT

© 2010 WinWire TechnologiesWinWire Technologies, Inc. Confidential
WinWire Technologies, Inc. Confidential
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Lean UX Process for Better Checkout Experience

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