My research involved observation techniques, task analysis, user interviews, and surveys to determine how users think and behave based on their needs and motivations. I could derive statistics and metrics from the quantitative data that I collected. Additionally, I gathered qualitative insights about users through contextual observation, usability tests, and interviews.
To evaluate the new proposed checkout for Essience desktop website, I relied on usage metrics based on 10 usability tests. This research phase helped me to gain a deeper understanding by mixing both qualitative and quantitative information. That shows their pain points in shipping and registration. Discussions held with users pointed out that 50% of the users, struggled with taxes, and fees. 40% with registration. These represented blockers in their experience. These frustrations were resolved through the new checkout proposed.
I opted for a mix of quantitative and qualitative data and insights. I believe in the strong connection that both of the methods have between them. They blend well together giving the research a strong base for future endeavours and scaling of the business. I opted for a mix of quantitative and qualitative data and insights. I believe in the strong connection that both of the methods have between them. They blend well together giving the research a strong base for future endeavours and scaling of the business. Also, besides the shipping issue, analytics revealed that 40% didn’t want to create an account, and sometimes abandoned. I held usability tests with 10 users in usability tests, to understand why it happened.
The evaluation found that 90% of the 10 users interviewed for usability tests needed or looked for personalised beds and bedding. 50% had issues with shipping and 40% with the registration section.
Sleep is an important phase in our lives. Making this experience as cosy as we can, gives us energy and health for our daily activities and tasks. All of them feel the need of helping the body to be more relaxed and energetic after their sleep. By providing them a better experience on the website and an easy-to-follow checkout we improved the conversion rate from 2% to 3%.
I used the technique of 90% image and 10% text. The question was addressed as an open question in which I let the user think aloud about his present and future actions. The image was presented to the user in front of a machine. He was asked to imagine the cursor of the mouse and where he would place it to do a task. 90% of users found it easy to buy a product. They weren’t frustrated about the checkout and they didn’t encounter any blockers during the test. Their curiosity landed on the shipping and registration sections.
I was the only designer of this case study. I conducted the research methods through surveys with 10 users, field studies and usability tests with 5 users. I documented the information with Google Docs and Notion. I designed the wireframes, high fidelity prototyping and build the design library. After usability tests were held, I re-designed the screens with improvements received during the testing.
