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eCommerce UX testing

The workshop will present various discount methods of UX testing for eCommerce websites, which can be adapted to any web or mobile app. For all methods we will show an applied example of the technique.

In the second part the participants will choose randomly a known website to which we will apply the methods and at the end we will compare and discuss the results.

The goal is to present easy methods of testing websites from an UX perspective and how can we establish measurable variables. These are important elements especially working with clients, so that we can present them better our results and how to sustain our design decisions.

DISCLAIMER
All the websites analysed here were used only for presenting a method/technique, not to grade (truly analyse) the websites.
As these were chosen randomly and we do not know the business objectives that drives these websites we can not evaluate objectively the UX of the presented pages, but we can use them to present testing methods for UX.

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eCommerce UX testing

  1. 1. eCommerce UX testing Interaction14 South America El evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinoamérica. B U E N O S A I R E S Adrian Iacomi @adrianiacomi
  2. 2. Program 1. UX. A brief presentation 2. eCommerce websites 3. UX testing 4. Cheap and fast 5. Testing methods 6. Group work 7. Group therapy UX El evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinamérica. 19 AL 22 DE NOVIEMBRE 2014 UCA • PUERTO MADERO Interaction14 South America
  3. 3. 1. User eXperience. A brief presentation. What : User Experience (UX) refers to all the good / bad feelings towards your product Who : the project manager, UI designer, IA expert, the man/woman ready to make him/her “happy” Why : if the user is not “happy” he/she will not use your product and will look for a better experience How : improve the user experience but respect the business goals Where : in the user environment, where he/she uses normally your product When : UX can be improved anytime during the development process Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  4. 4. El evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinamérica. 19 AL 22 DE NOVIEMBRE 2014 UCA • PUERTO MADERO Interaction14 South America eCommerce websites Different flavours. Similar goals.
  5. 5. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  6. 6. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  7. 7. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  8. 8. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  9. 9. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  10. 10. 2. eCommerce websites • Different design approaches / Hard to differentiate sometimes • Huge competition : existing on a global market • Price comes first, but without a good UX, the user won’t get to that point • UX it’s not optional • Depends on the business goals • Common elements: shopping cart, offers, they want to sell you a product • Differences: design, anticipate user needs, targeted market, personalisation level Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  11. 11. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA 3. UX testing • There is no silver bullet method • Time / money constraints • The client doesn’t always sees why to UX “whatever” test • Options • Classic UX testing • Discount (cheap and fast) testing • No testing = No results = No user feedback … failures looms around the corner
  12. 12. Classic User testing Discount testing No testing Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA 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
  13. 13. El evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinamérica. 19 AL 22 DE NOVIEMBRE 2014 UCA • PUERTO MADERO Interaction14 South America UX means innovation + evolution www.amazon.com
  14. 14. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  15. 15. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  16. 16. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  17. 17. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  18. 18. UX = Evolution = more $$$ Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  19. 19. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA 4. Cheap and fast ??? 1. When we can not do proper UX testing 2. To convince a client investing in UX 3. Limited budget 4. Limited time 5. Restricted access to users 6. Cannot replace full length UX testing 7. Better little than none !!! 8. Focus on the core features / functions
  20. 20. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA 5. Testing methods 1. Create a set of methods (max 3) 2. Establish a scale of experience values (-10 to +10) 3. Create a user scenario - to attain a goal 4. Apply methods and measure the UX 5. Analyse the top pain points 6. Modify the project accordingly and repeat after an interval to measure improvement
  21. 21. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  22. 22. Method A - user journey graph Heuristic markup / Emotional map / Focus on goals Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  23. 23. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA 1. Establish a goal : buy a pair of woman shoes 2. Create a scenario (steps to follow) 3. Pick a typical user / UX practitioner 4. Record the emotions and reactions of the user while using the website 5. Create a graph based on the reactions of the user [scale -10 to +10 as reactions] on each page/step 6. Analyse the top 3 lowest points 7. Add comments: type of failure, severity, how it affects the main goal
  24. 24. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA Clean design Found “Zapatos” on the home page No Search function ?!?!
  25. 25. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA Found in the menu exactly what I wanted Hombres? Confusing Confusing category image
  26. 26. Very good sorting options I’ve found the product I wanted Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  27. 27. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA Clean design Well organised information No matching options No suggestions
  28. 28. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA Clean design Informed, clear price No suggestions
  29. 29. Small cart, atypical icon No rollover information Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  30. 30. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA 10 8 5 3 0 -3 -5 -8 -10 Home Search Menu Product list Product page Shopping cart
  31. 31. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA Method B - beat the leader Comparative assessment / Industry leader / Usability Heuristics
  32. 32. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  33. 33. Method C - shopping basket heuristics Usability Heuristics [ Nielsen ] on the most important element Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  34. 34. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA • Visibility of system status • What I have in the basket (photos, name) • Price and overall cost • Match between the system and the real world • Familiar therms, user understandable • Error prevention • No stock • Undeliverable • Aesthetic and minimalist design
  35. 35. Clean design, safety Informed, clear price, payment methods System status No suggestions Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  36. 36. El evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinamérica. 19 AL 22 DE NOVIEMBRE 2014 UCA • PUERTO MADERO Interaction14 South America
  37. 37. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA 6. Group work 1. Choose a website: zappos.com 2. Make a team (3 max): one user, 2 observers 3. Choose a team name, know each other, prepare to work :) (5 min) 4. The “user” that will navigate, the rest will analyse and write down comments 5. Apply Method A (30 min) 6. Apply Method B - just one pain point analysed (20 min) 7. Apply Method C (20 min) 8. Write down few comments about UI, UX, other
  38. 38. Method A - user journey graph Create the User Journey Graph and find the major Pain Points Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  39. 39. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA User Journey Graph 1. Find a pair of woman shoes for a black dress 2. Find on home page? 3. Use Search function 4. Use menu to navigate and find the right shoe 5. Add to basket 6. Go up to send order Home - Search - Menu - Product list - Product page - Shopping cart
  40. 40. ux stupids meli sapos shopping queens vai, brasil superclasico umpa Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA 10 8 5 3 0 -3 -5 -8 -10 Home Search Menu Product list Product page Shopping cart
  41. 41. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA Method B - beat the leader Compare with Amazon the top pain points
  42. 42. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  43. 43. Method C - shopping basket heuristics Usability Heuristics [ Nielsen ] on the most important element Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  44. 44. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA
  45. 45. Interaction14 South America 19 AL 22 DE NOVIEMBRE 2014 BUENOS AIRES, ARGENTINA 7. Group therapy 1. Which was the worst user experience point? Why? 2. Which was the step with the best user experience? Why? 3. Which method do you find most useful and which was less useful? 4. What would you radically change about zappos.com?
  46. 46. Questions and answers :) Interaction14 South America El evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinoamérica. B U E N O S A I R E S
  47. 47. No deje de completar su evaluación online isa.ixda.org/encuesta ¡Muchas gracias! Interaction14 South America B U E N O S A I R E S eCommerce UX testing Adrian Iacomi

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