01. pHARMA
E-COMMERCE
BUSINESS GOAL
Increase the number of conversions through a data driven redesign of the website
MY ROLE
UX Research Lead
TIMELINE (for research activities)
6 Months
Research goals
1. Check site navigation efficiency and product findability
2. Identify pain points that prevent conversion
3. Identify possible new features or solutions desired by users
Project roadmap
01. Workshop
2 strategic workshops with stakeholders
02. AS IS Assessment
Expert Review, Benchmark, Data assessment
03. Survey
Prioritization Survey (using Kano Model)
04. Design
First sprint of design
05. Usability test
First moderated usability test (on mobile prototype)
06. Design & test
Second sprint of design & guerrilla test
07. Design
Third sprint of design
08. Usability test
Second moderated usability test (on desktop prototype)
09. Design
Fourth sprint of design
10. Usability test
Fourth moderated usability test (on mobile prototype)
11. Design & analytics
Fifth sprint of design & measurement plan creation
My role
As a research lead, my role was constant and transversal throughout the project.
My main responsibilities were:
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guarantee high quality of the research work and of the insights that emerge with respect to the business and research objectives
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coordinate the research team of 5 researchers
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dialogue with the design team to ensure compliance with the requirements emerging from the research activities
Approach
The first step was to understand the reference target and the business objectives through 2 workshops with strategic and operational stakeholders.
An assessment of the AS IS was carried out through an expert review and a data assessment. Furthermore, thanks to a benchmark we have identified other areas for improvement.
The opportunities that emerged were prioritized through a survey administered to a representative sample of the two main targets.
In the design phase, an iterative approach was adopted: we conducted 3 remotely moderated usability tests and a guerrilla test (the latter was introduced because limited time and resources).
At the end, a measurement and implementation plan was created which defines the KPIs to measure the success of the new design.
The real challenge was to understand how to improve a site that already had an excellent conversion rate.
Outcome
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The main problem in AS IS design was the findability of products: it was necessary to speed up and make it easier to find the desired product
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At the center of the experience is the search feature because the need is specific. Despite this, if offered at the right moment of the journey and in good correlation with the desired product, cross-selling can work very well
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The drivers of choice are convenience, reliability and ease of use: one must resist the temptation tooffer too many features or products all together
This site compared to the current site?
In my opinion,
it is much better!
50%
of insights of the latest test are positive
90%
of the sample is prone to conversion with the final design
Reflection
Although the project went very well and the client was satisfied, it provided me with some interesting lessons learned for future projects.
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In the future, for projects of this type, I will propose also a final test on the stage site: the iterative tests on prototypes are very useful for validating general choices during the design, but only with a test on a hi-fi product you can fully evaluate the overall UX
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To better manage the recruiting phase (especially if entrusted to an external partner for the panel) I will build a very detailed screening survey: during the tests some users turned out to be not in line with the expected characteristics, especially as regards digital literacy
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I would like a designer dedicated to usability tests: the presence of the designers during the tests was one of the strengths for both research and design.