When I began consulting with Naja, they had just relaunched their site using a popular e-commerce template solution and wanted to test its effectiveness. Our goal for the new site was to analyze its usability and improve the path to purchase, beginning with the desktop version.
The persona of the Naja shopper is based on the founder’s interviews with 600 women. Meet Zoe—she is 35, college-educated, value-conscious, owns an iPhone and resides in the Bay Area. Zoe shops online frequently for clothing and other goods, and she often browses clothing and fashion sites to see what’s new and in style. Zoe wants to spend modestly on clothing, and she is motivated to look good, feel good and do good.
Six users tested the desktop version of Naja’s website. Given six tasks, they tested the shopping experience, purchase flow and subscription sign-up. All tasks were completed by most users, but with difficulty. To synthesize the results, I created a spreadsheet detailing user’s reactions to the six tasks and any other usability issues. As patterns emerged, I generated sticky notes to capture them. Working with UX designer Nico Mizono, we categorized and prioritized the notes. Then I reorganized the spreadsheet to reflect our analysis.
After recording usability issues on stickies and in a spreadsheet, I collaborated with fellow designer Nico Mizono to prioritize them (pictured, left).
The most critical items to address:
Naja had a big press release scheduled for four days after I completed the test analysis. We pushed to fix all key issues that could be implemented within three days, allowing one day for review and revisions. I worked with the remote developers to provide detailed instructions with supporting visuals.
As a result of these revisions, users like Zoe can:
We made fast and furious progress on the site in time for the press release. The next step is to rework the product detail page to address key problems with product selection. The solution will reduce errors and the overall cognitive load for shoppers. I’ve collaborated with the growth team to implement better analytics so we can measure the success of our upcoming usability revisions. Below is the revised product detail page for the desktop site.