eCommerce UX testing

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

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

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

eCommerce websites
Different flavours. Similar goals.

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

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

Classic 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

UX means innovation + evolution
www.amazon.com

UX = Evolution = more $$$

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

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

Method A - user journey graph
Heuristic markup / Emotional map / Focus on goals

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

Clean design
Found “Zapatos” on the home page
No Search function ?!?!

Found in the menu exactly what I wanted
Hombres? Confusing
Confusing category image

Very good sorting options
I’ve found the product I wanted

Clean design
Well organised information
No matching options
No suggestions

Clean design
Informed, clear price
No suggestions

Small cart, atypical icon
No rollover information

10
8
5
3
0
-3
-5
-8
-10
Home Search Menu Product list Product page Shopping cart

Method B - beat the leader
Comparative assessment / Industry leader / Usability Heuristics

Method C - shopping basket heuristics
Usability Heuristics [ Nielsen ] on the most important element

• 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

Clean design, safety
Informed, clear price, payment methods
System status No suggestions

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

Method A - user journey graph
Create the User Journey Graph and find the major Pain Points

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

ux stupids meli sapos shopping queens vai, brasil superclasico umpa
10
8
5
3
0
-3
-5
-8
-10
Home Search Menu Product list Product page Shopping cart

Method B - beat the leader
Compare with Amazon the top pain points

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?

Questions and answers :)
Interaction14 South America El evento de Diseño de Interacción y Experiencia de Usuario más
importante de Latinoamérica.

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eCommerce UX testing
Adrian Iacomi

eCommerce UX testing

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