From the analysis of my qualitative research –find it in the previous post– I was able to create two empathy maps filled with the information I got from my interviewees.
Putting those together, helped me to clarify a general vision of what shopping online means, and what is essential for it.
The empathy map based on Valerio’s interview
We can indeed realize from Valerio’s empathy map that he is a type of user who focuses his shopping on SPEED. For him saving time is the core reason to go online, and everything hampers it will eventually compromise his decision to purchase on the specific website.
The empathy map based on Lais’ interview
Instead, for Lais who loves spending time shopping (both in-store and online) is essential she can feel free of doubts and safe. She considers obstacles: unclear information, slow loading pages, hidden Call-To-Action buttons, lack of valid reviews and absence of suggestions because those tend to distract her from the evaluation of the products she likes.
The TRUST between the customer and the website is the core of her shopping, and it is easily lost if the customer care service doesn’t show interest on her issues.
Then, from the two maps, we can infer several troubles which are shared between the two interviewees and seem to be the principal obstacles for shopping in Argos e-commerce: (sorry for my bad handwriting)
Therefore, I can finally determine the two main problems of the current website:
- Purchase operation [hard to check the stock availability, difficult add to cart or save for later, forced choice between home delivery (purchased) or/and in-store pick-up (only reserved not bought), forced transition from mobile version to full screen when purchasing] – proving indeed my personal theory.
- Products’ research [Missing suggestions, ambiguous categories, hidden/limiting filters, static search bar, contradictory and disorganized info, the research is pushed back at the beginning of the list everytime you move between the pages, slow loading pages]
There are also some positive aspects and common habits, though:
Finally, abstracting the research on theoretical deductions, it is possible to affirm few values that are important for both Valerio and Lais and that can be generalized as the focus of this re-design process:
So, what’s next?
As the empathy maps are meant to brainstorm over data we previously collected, it is now time to proceed, defining:
- Who am I designing for? (Argos targeted customers) -> We can do that through user personas.
- Which is the problem to be focused on between the two previously discovered and what are the solutions we can actually apply to the system? -> Here come to help task flows and decision matrix.