Remote studies
USABILITY STUDIES TO DRIVE ECOMMERCE ONBOARDING
SESSIONS CONDUCTED IN REMOTE SETTINGS LEVERAGING RESEARCH SOFTWARE
ABOUT
The project for a large eCommerce technology firm involved remote usability studies heuristic evaluations, and prototype testing to find out ways to improve KPIs and usage of certain features with onboarding activation.
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After the initial research was done we continued with team workshop sessions, where we went through the workflow and put ourselves in the minds of our customers. Overall we found out that the value props weren't clear and some features were confusing, but the thing that caused the most frustration was finding out items were out of stock at Checkout.
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RESEARCH APPROACH
Research goals:
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Get insights into how new customers engage with an e-commerce product.
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Get insights into how we improve the store locator feature to maximize the likelihood to get a store assigned early in the journey of new customers.
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Research method:
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We carried out usability testing and prototype testing with 9 users covering all mobile platforms.
Task based, think out loud protocol
Observation of natural behavior on the first interaction with the platform. Tasks included: Onboarding/account creation, basket building, checkout
Participants used their own phones (Android) during the test.
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Prototype testing
Evaluation of new experiences for Onboarding and account creation.
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PROTOTYPES TESTED
Test of live experience to identify
usability issues
REMOTE CONDUCTION
INSIGHTS DRIVING DESIGN
The level of experience with Ecommerce impacts openness to allow location permits. Younger users are more likely to allow permits via GPS.
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Age is related to tech savviness and the use of other apps where users are geo-located.
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Age is not the only criteria, but also the level of expertise with technology in general.
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Zip code seems less compromising to safety than location permit [GPS].
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New users ignore the store selection message because they are on a ‘mood’ of browsing inventory. Even when it shows multiple times, interrupting this task is difficult and the content in the pop up is hard to digest.
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User ‘Job to be done’ and intention should be accounted for when intervening in their journey [at any stage].
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Assuming users pay attention to high-contrast color elements or read long content is not ideal.
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Is more useful t think on system response expectation if we modify the natural user flow.
TEAM & CONTRIBUTION
Key Contributions:
Leveraged diverse research techniques to inform strategy and new feature configuration including remote studies.
Created research outputs to communicate insights (including customer segments, data analysis, and personas).
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Associated team:
Product managers
UX Researchers
UX Designers
Content Strategists
DELIVERABLES
Some of the key deliverables (kept private due to Non Disclosure Agreements) included: ​
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Presentation decks and write ups
Large scale presentations
Insights to inform the checkout redesign
OUTCOMES
LIMITATIONS
This research​ was conducted with an international team co-located between Silicon Valley and Mexico. Some constraints to account for include:
Time constraints to run onsite research activities
Recruitment and incentives were limited
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