Understanding User Behavior to Improve Ecommerce UX

This User Research Study aimed to uncover insights into user interactions and provide actionable recommendations for enhancing navigation and overall shopping experience and online presence.

In a strategic collaboration between our research group and Wakaya Perfection, our team conducted a comprehensive UX case study to delve into the intricacies of the company's website. The primary objective was to not only identify the existing strengths and weaknesses but, more importantly, to provide actionable recommendations for a substantial enhancement of the overall user experience.

Role: UX Researcher

Duration: 8 Weeks

• How do customers perceive their experience on Wakaya Perfection's website?

• What elements capture the attention of customers when navigating the site?

• What is the average time customers take to accomplish various tasks on the website?

• What specific areas of the website are of particular interest to customers?

• What features or aspects of the website are appreciated by viewers?

• What aspects of the website are viewed negatively by users?

• Are there any elements on the website that are perceived as confusing by users?

• Pre-test Questionnaire

• Individual Gaze Plots

• Aggregate Heat Map

• Retrospective Think-Aloud (RTA)

• Post-test Questionnaire

These methods were employed to comprehensively analyze user interactions and gather insights during the evaluation of the website's user experience.

Participants: 8 individuals (4 male, 4 female) within the age range of 20 to 50.

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• Pre-test Questionnaire: Gathered insights on participant backgrounds and expectations.

• Eye-tracking Analysis: Unveiled user attention patterns during website navigation.

• Retrospective Think-Aloud (RTA) Sessions: Participants reflected on their experiences, revealing hidden insights.

• Post-test Questionnaire: Collected comprehensive feedback on user interactions and preferences.

We were able to oversee and observe a Pre-Test for participants asking them a variety of questions to better understand the following: • Their familiarity with online shopping 

• Their familiarity with the Ketogenic Diet on a scale from 1-10

• If they had previous experience with this particular website

• Demographic information

Using the latest technology in eye tracking at the testing lab we were able to test users while they were using the Wakaya Perfection website and export heat maps based on the eye tracking results.

Based on these head maps, our team met and came up with a list of positives and negatives of the current Wakaya Perfection website based on observations. The following is the evaluation along with the corresponding heat map images.

Interview quotes from multiple tested users

Based on our research, we proposed a set of targeted and actionable recommendations aimed at optimizing the Wakaya Perfection website for an improved user experience.

Recommendation: Prioritize critical information at the top of each page to enhance clarity. Simplify content to ensure a concise presentation that captivates users' attention immediately.

Recommendation: Optimize important call-to-action buttons by reducing steps and creating a clear, intuitive process. Minimize the number of required actions, ensuring a swift and efficient completion of tasks.

Recommendation: Leverage the high interest in visual content by curating images that not only align with Wakaya Perfection's brand but also distinctly convey the essence of the company. Engaging visuals should complement critical information, fostering a cohesive and visually appealing website.

Recommendation: Implement better navigation features, including a prominently placed search bar and improved top navigation. Enhance user convenience by facilitating an easier return to the home page, ensuring a seamless transition between different sections.

Recommendation: Address the confusion reported by users when navigating from the store to the home page. Streamline the process, providing a more intuitive and straightforward way for users to return to the central hub of the website.

Recommendation: Refine the visual hierarchy across pages to guide users effectively. Prioritize key elements based on user engagement patterns and ensure that critical information is strategically placed for maximum impact.

This comprehensive UX case study not only identifies strengths and weaknesses in Wakaya Perfection's website but also provides actionable recommendations for an enhanced user experience. The collaboration between the Marketing Research Group and Wakaya Perfection aims to elevate the online platform, aligning it with the company's goals and, we anticipate a significant improvement in user satisfaction and an elevated online presence.