UX Research
Cart & payments research.
User understanding of all components on the cart page
User perception, expectations, and reaction to cart components.
Spontaneous user's expectations from cart before reaching the page.
Exists presently:
1. Shipping address (3/5) logged in users
2. Total cart value (3/5)
3. Show offers available (2/5)
4. Best price applied (1/5)
5. Discount applied (1/5)
6. Item list in the same order as added to the cart (1/5)
7. Freebies on the order (if eligible for it) (1/5)
8. Card offers (1/5)
9. Purchase CTA (1/5)
10. Other product recommendations (1/5)
Does not exists presently:
1. Phone no. (1/5)
2. Payment options (1/5)
Unmoderated usability testing.
It allows us to get quick, async feedback and si faster & easier to recruit.
Setting goals.
Task creation.
Participants recruitment.
Testing-tools
User instructions.
Analysis and findings.
5
participants.
Age group
18-40 yrs.
Gender
M/W
Duration
15-20 min.
Participants and method.
A mix of users who purchase during online sales and those who do not.
User's to be asked?
1. Consider buying clothes, shoes, home goods, tech, etc. What criteria do you consider when choosing whether buying a product on sale and without a deal?
2. How do you find out about any sales happening online for fashion products like clothes, shoes, home goods, technology, etc.?
3. If an advertisement about an online sale has a link mentioned in it, what would you expect to see when you click on the link?
4. What is it about an online offer that makes you want to learn more about it? why?
5. When you learn about a new online sale, where do you usually go to find information on it?
...
Observational notes.
Affinity mapping.
insights.
meets user expectations
does not meet user expectations
How do users discover an online sale?
NF Users
Mainly App notifications, Sale banner on homepage & Social media (Instagram, YouTube) etc.
NF Non-users
Mainly Instagram, YouTube & T.V. Advertisements
"most of the time I see ads on Instagram and online ads and also ads on TV. So these are the two mainstreams".
"I keep on going through various sites shopping for clothes , fashion accessories, may be technology products. I see ads on social media websites, Instagram, YouTube. or installed apps Myntra, Nykaa, then get personalized SMS or on WhatsApp or like simple notifications on emails."
What do they look for
after that?
Display detailed information about the sale upfront.
"I will be interested in seeing products that are available in the sale, how much percentage of discount I will get in the particular sale, the dates, from date in which sale will happen."
#1 Both users expect that when they click on any ad, the sale page will open with a big banner displaying the detailed information about the sale that was advertised. They expect to see the product categories, specific items on which a sale discount is applied, discount percentage, sale duration, and gender bifurcation.
#1 Eg. from secondary research (Myntra sale ad banner)
Combine sale page and homepage information.
"when I come for a sale, it's not only I focus on the sale, but I look around for other stuff also."
#2 4/5 users prefer the sale page and homepage information together in one page. Users want the sale information to be significantly clear, particularly in the first few scrolls, they enjoy browsing various categories and want all the information to be on one page so they can easily search for the things they need, regardless of whether they might not be on sale.
However, 1/5 non-user prefers to have information just about the sale. Non-users would like to look at the sale items only rather than explore the app in its whole if the sale discovery happens from an ad banner, with the intention of checking it out for the sale.
What attracts them most about any sale?
Highlighted discount percentage and visuals.
"I will be interested in seeing products that are available in the sale, how much percentage of discount I will get in the particular sale, the dates, from date in which sale will happen."
#1 Users are attracted by the discount percentage on things they need, items they have wishlisted or their favorite brands. Some users also get attracted by the visuals (look and feel), models (who should be attractive), and items (which should look well on them).
Lucrative deals.
#1 Eg. from secondary research (Myntra sale ad banner)
"when I come for a sale, it's not only I focus on the sale, but I look around for other stuff also."
#2 Users like BOGOs and combos, price cut offers, flat sales, vouchers and rewards because it helps to buy more and repurchase from this online site or app.
#3 Male non-users like bank card offers, cashback offers, any discount which can be availed hassle-free that would make them shop on any app regardless of any sale.
What motivates them for shopping during sales vs. non-sales.
Ratings and reviews.
#1 Sale & Non sale both: User checks the ratings and reviews of the products. If the ratings and reviews are not good users would not buy the product even if it is on sale with a huge discount. Most of the users prefer 4 star rating and above.
#2 Users prefer to shop during sales to take benefits from discounts and offers unless they have an urgent need to purchase the item.
"I check all the reviews and buy if majority of the reviews are four stars. Also, if I’m in urgent need, I’ll buy it without sale. But if not in urgent need, will prefer to buy during sale."
User expectations and thoughts on NF Homepage.
Ratings and reviews.
#1 Sale & Non sale both: User checks the ratings and reviews of the products. If the ratings and reviews are not good users would not buy the product even if it is on sale with a huge discount. Most of the users prefer 4 star rating and above.
"I check all the reviews and buy if majority of the reviews are four stars. Also, if I’m in urgent need, I’ll buy it without sale. But if not in urgent need, will prefer to buy during sale."
#2 Users prefer to shop during sales to take benefits from discounts and offers unless they have an urgent need to purchase the item.