UX Research
Sale page
research.
To understand the user's expectations from any online sale
A mix of users who shop during online sale and offline.
Goals.
Mainly, to understand user's expectations from any online sale. Though, it also, follows below parameters:
1. Find if users want an independent sale page or not.
2. Learn if users expect a sale page separate from the homepage.
3. Learn the kind of information, users are looking for in a sale.
4. Find ways in which users find out about a sale and what attracts them to check it out.
5. Find reasons for users to buy items in sale vs. no sale.
6. Understand how users shop online during sale in NF (Nykaa Fashion) and otherwise.
Unmoderated usability testing.
It allows us to get quick, async feedback and is faster & easier to recruit.
Setting goals.
Goals been described and brainstormed with multiple teams, such as mainly product designers and managers.
Task creation.
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Unmoderated usability testing, that allows us to get quick, async feedback and is faster and easier to recruit.
Participants recruitment.
A mix of users who shop online sales and won't shop during online sales.
Testing - tools.
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Affinity mapping for categorizing the responses and obtaining the insights.
Analysis
and findings.
To check the users expectations and not meeting up to user expectations.
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.
Discovery of sale.
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From where uses mostly heard of sales and discounts, such as youtube, instagram, google, homepage, etc.
Online sales.
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Expectations
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Attraction points
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Offers likes the most and why
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Likes about online sales
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Dislikes about online sales
Independent sales page or not.
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General as well as sale information together in one page, is what use wants.
Shopping frequently.
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How often users buy things.
NF Homepage.
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Expectations
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Thoughts
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Likes
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Dislikes
NF Salepage.
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Sale banner
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Expectations from any sale page
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.
#1 User expect to see a sale banner with info. about on going sales, discounts, categories, and duration. If there is no sale, users still want to see offers and discounts.
"The page is very short, I expected to see something when I swipe it, but this just ended right here, I’m also unable to understand what is Revolve. it isn't explanatory, the language is…"
#4 However, users found landing page very short and they cannot comprehend some sections in the discover section (hidden gems, Revolve & Luxe), as they lack information, not user-friendly, and have unclear language.
#2 Users expect to find a search bar, cart, L1 category sliders, categories sections, best sellers, top-rated products, new arrivals, and offers on the homepage.
#3 Users find separate categories for men, women, kids, and home easy to navigate. Its organized, neat, and easy to explore and the summer vibe of the page.
User expectations and thoughts on NF Salepage.
#1 Users find the hidden gems section confusing they are not able to comprehend what it is and what will they find under this section. (Click here to see snippet )
#2 Some sections and visuals are quite repetitive and lengthens the page and increases user confusion. (Click here to see snippet)
#3 Some users feel the page meets expectations with different sections of brands, value store, cashback offers, and coupons.
However, some users find the sections more brand-specific and with fewer product categories.
#3 Some users want to see actual product images instead of title images of the sections. PLP Sections, personalised for them.
Users find it difficult to go back once they choose a category.
"What are hidden gems? Are these brands really good? Why is it called hidden? I don’t get it… "
Our most newsworthy takeaways.
Wrong about.
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Sale banner lacks details.
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Sale page: Too much info is provided and it’s quite repetitive and it’s too long.
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Navigation: going back is difficult once you choose a category
Right about.
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Both Homepage and Sale page: Users like the visuals and the information's arrangement on the page.
Surprises.
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Homepage: Not able to comprehend some sections (Hidden gems, Revolve & Luxe) in the Discover section.
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Salepage: Users perceive the 'House of Nykaa Fashion' section as really nice and personalized.
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Most users prefer the sale page and homepage information together in one page.
Access the exhaustive qualitative data.