User testing for a fashion retailer web/App
Idoia Teran
THE CHALLENGE
The online channel design team was in the final stages of redesigning the check out process of the website. A redesign aimed at making the check out process even easier and reducing the abandonment rate at this stage of the purchase process. The process was previously tested in app and now they needed to test the redesign in desktop format, taking advantage of the learnings obtained in the previous testing with the app.
MY APPROACH
In this case we are talking about a pure UX Research project. And specifically a user testing to validate the redesign to help make strategic decisions for its update. In order to validate the hypotheses of the design team; these are the tasks I have carried out to design and carry out the testing:
1. Definition of the user profile
2. Recruitment management with a recruitment agency.
3. Elaboration of the discussion guide, taking into account that the objectives of the test are covered.
4. Collaboration with the design team to align and make sure we cover all the research questions/hypotheses to be validated.
5. Moderation of user testing. 45 min of testing through Teams.
6. Analysis of results with the team and report writing. For this I have relied on digital collaborative tools such as Miró, which allows to visualize the whole process of check out and transfer all the input from the tests.
RESULTS
Validate design team hypotheses
Detect improvements in the final design
Detect differences between app and desktop
LESSONS LEARNED
When redesigning such a key part of the purchase process as the check out for different versions, it is necessary to test all of them: app, mobile and desktop. Since the type of user that interacts with each one is different and their way of buying differs depending on the time of purchase and the device. To achieve a successful testing it is necessary to work together and aligned with the design and IT team, involve them in the development of research materials and be present during testing. This helps them to get out of their designs and observe first-hand how the user interacts with the prototype and they can validate their hypotheses in first person. Although it is then necessary that the research expert is the one who prepares the report of results and draws the insights and conclusions.
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Posted Oct 16, 2024
The online team was in the final stages of redesigning the check out process of the website. A redesign aimed at making the check out process even easier.
