10 years of uncovering problems and crafting solutions for digital products and services.
Shop Experience Assessment
To identify usability and experience improvement opportunities, the shopping experience assessment focused on three key areas
Journey
An evaluation of task completion and conversion rates
Loyalty
An assessment to evaluate the subscriptions and special offers experience
Accessibility
A review of inclusive and accessible design and development
Flyout Menu Hover Interaction
During usability metrics review and monitoring recording web experiences, it was noticed several frustrating interactions with the main fly-out menu of the website.
[ 1 ] Unexpected Fly-out Opening
[ 2 ] Distant Sub-items
[ 3 ] No Exit Route for Smaller Screens
[ 3 ]
The solution to the identified issues involved technical adjustments, including modifying the hover response time, adding specific parameters, and reviewing responsiveness settings to minimize unintended interactions.
REAL USER EXPERIENCES
[ 1 ]
[ 2 ]
Checkout Barriers
COPY & PASTE
One of the journey steps with the highest number of 'unproductive clicks' was in the checkout process after reviewing the shopping bag. It was identified that users were unable to paste a discount code in the text input on the app.
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This issue was resolved with a technical adjustment to the component, which reduced unproductive clicks in the app by 12%, creating a smoother user experience.
PAYMENT OPTIONS
The page with the highest drop-off rate on mobile was the payment options page. After analysing several recordings, it became evident that not all users understood they needed to select one of the options. Many users attempted to click "Proceed" without selecting a payment method.
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To address this, the UI team decided to update the mobile component by introducing a radio button for better clarity.
Size Guide Modal Usability
As part of a bigger assessment made for size & fit journey, one of the findings is related to the usability and content clarity on the size guide modal, an important tool to help the user to select correctly his size since the platform sells brands from all over the world with different measurements.
The horizontal scroll was the main issue identified in the recordings, which showed that users had difficulty comparing sizes and using the component effectively.
REAL USER EXPERIENCE
BENCH
It was identified that competitors had a very robust experience, with an improved usability for mobile and desktop.
Now this column is fixed on screen and a shorter identification for each measurement to reduce horizontal scroll.
LOW-FI PROTOTYPE
Before forwarding the requirements to the UI team, a low-fi prototype was approved by
the business and size & fit team.
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