In the last post, we faced the Users Personas method, in which I defined who are the targeted customers of Argos.ie, mobile version.
All the improvements I am going to point out in this article are thought for Philip, Barbara, and Annette together, respecting each specific needs.
Also, I have already talked a lot about Argos and the core goals of this redesign, but the truth is:
- How to convert those theoretical concepts to real features?
- And where to place these into the website?
Yet, something is still missing; and that is a deep analysis of how currently the website works on mobile. The question I want to answer now is:
What does a common user need to do in order to complete a purchase?
Purchase Tasks Flow
That is a classic flowchart which highlights all the options (every-minimal-single aspects) and decisions that customers face navigating the website.
(All the flowcharts are created with draw.io).
As you can see from the graph, a user has got a long way before achieving his goal (and in some cases, he is forced to finish the operation in-store only); during the research, there are a lot of reasons why a customer might decide to leave the website without completing the purchase (4 EXIT chances against 2 PAYMENT COMPLETED).
In addition to being very frustrating for users, this flow is disadvantageous for the company itself which, most of the time, becomes enabled to sell online – that means no money unless people buy in-store.
So, what is the motive to offer an e-commerce service if nobody is going to buy online in the end? Wouldn’t be better just create an interactive catalog as a showcase for products?
But, because I need to respect the way to think of the company, instead of creating something new I am going to adjust the platform in order to be user-friendly and consequentially increase the sell.
How exactly will be the new task flow?
The list of improvements:
- Make easy to research the products – cutting the number of extra click through rearrangement of the categories, which will be divided into more meaningful sections.
- Create standard filters – changing those with the most common you can find in every e-commerce, combined with filters specific for the type of categories.
- Show valuable info on the detail page of the product – specifying ahead if an item is out of stock or if it is a pick-up in store/home-delivery one.
- Swap the RESERVE option with PURCHASE – because, what is the meaning of reserving an item if you eventually will be forced to buy it in-store without being able to check it previously? Just reserving something is not a strong enough reason to make every customer willing to go to the store! Instead, once an item is purchased, you will be forced to go there and get it if you don’t want to lose the money. And also, aren’t people already used to buy online (Amazon, eBay, Alibaba, Wish,etc.)?
The result would be something like this: (orange rectangles are modified areas)
The extra clicks are reduced, and even if the way to purchase is still long, it is definitely shorter and straighter than before. Useless options are removed, everything become closer to the standards and the customer is now aware of every info concerned the item before he decides to buy it or not.
Consequentially, there are now only 3 chances to EXIT the website (and all connected to the stock of products) before the 2 options of PURCHASE operations that are now easy to achieve and completed before leaving the e-commerce.
Easy purchase = more money for the company.
Now, I definitely got a wide and complete vision of which are the areas to be improved on the website, but since the brief of my assessment specifically asks for just one UX problem to be fixed (and in reality you often are forced to choose where to start, proceeding then step by step) it is now time to decide what part is going to be redesign between the multiple problematic areas currently existing on the platform. To help me decide where to start I am going to use the:
In a nutshell, this technique helps to identify the main problems of a specific project.
Start creating a list (as much long as desired) of features meant to solve the issues you found in the digital product you are designing and for each of those give a vote between 1(=min) and 5(=max) following previously established criteria – the most common are importance and feasibility.
Then, create a graphic chart that makes easy to visualize the priority features to be implemented immediately.
Also, you could help yourself to take decisions calculating the limit score of points you can spend on your first rush of improvements: calculate the middle score (between 1 and 5 is 3) and multiply it for the number of features you purposed. The result is the amount of point you can use.
To better unerstand this concept, find below my list as example:
And the graph:
The total score of the two columns (importance/feasibility) is 31 for each of those. However I won’t be able to implement everything, so trying the calculation I was talking about before, it would be: middle score (3) x n. of opportunities (7) = 21 points available to spend on improvements.
Features A, C, D, and E that are placed at the top of the graph, added together already take 19 points totals on the column of importance, and 20 in the feasibility one.
Now it is clear that I am going to focus my attention on points A, C, D, and E (i.e. renaming the categories and highlight the details of the product) which are the keys to speed the time of research and remove any doubts about the products, increasing the general understanding about shipping and stock availability, and consequentially building the trust between customer and company. Also, informing the user of every info concerning a product before he decides to buy it or not, allow to cut all the extra clicks are currently mandatory in the website when you try to place an order or a reservation (see the first task flow).
How can we translate these purposes in features?
Easy done. Sketching, sketching, sketching!
However, I prefer concluding the post here (don’t want to become too verbose) so you will find the final (and best) part of the project in my next article “UXing Argos.ie Mobile: Wireframes and Prototypes”.