Project Overview

‍This UX research case study is dedicated to enhancing the user experience of Jabulani Express, an e-commerce website specializing in the sale of electronic gadgets. The study aims to uncover user needs, identify pain points, and provide actionable recommendations to create an intuitive and engaging shopping experience.

Research Objectives

• Understand user needs and expectations for an electronics e-commerce website.
• Identify usability issues and pain points.
• Analyze user behavior and preferences.
• Provide design recommendations to improve user satisfaction and conversion rates.

Methodology

To gather comprehensive insights, a multi-method approach was used, including competitive analysis, user surveys, user interviews, and usability testing.

Competitive Analysis

Objective: Understand industry standards and identify unique features that can be adopted.

Competitors Analyzed:

• Amazon
• Best Buy
• Newegg
• B&H Photo Video

Key Metrics:

• Homepage design and layout
• Navigation structure
• Search functionality
• Product page design
• Checkout process

User Surveys

Objective: Gather quantitative data on user preferences, behavior, and pain points.

Sample Size: 300 participants

Key Questions:

• How often do you purchase electronics online?
• What features are most important to you in an e-commerce website?
• What frustrates you the most when shopping for electronics online?

User Interviews

Objective: Obtain qualitative insights into user behavior, motivations, and challenges.

Sample Size: 15 participants

Interview Guide:

• Describe your typical process for purchasing electronics online.
• What do you like most about your favorite e-commerce websites?
• What challenges have you faced while shopping for electronics online?

Usability Testing

Objective: Identify usability issues by observing real users interacting with the website.

Sample Size: 5 participants

Tasks:

• Search for a specific product
• Compare products
• Add a product to the cart
• Complete the checkout process

Metrics:

• Task completion rate
• Time on task
• Error rate
• User satisfaction (post-task questionnaire)

User Personas

Persona 1: Tech Enthusiast

Age: 25-35
Occupation: Software Developer
Goals: Stay updated with the latest gadgets, compare specifications, find the best deals.
Pain Points: Difficulty finding detailed product specifications, lack of user reviews.

Persona 2: Casual Shopper

Age: 35-45
Occupation: Office Worker
Goals: Find reliable and easy-to-use gadgets, read user reviews, get value for money.
Pain Points: Complex navigation, slow loading times, confusing checkout process.

Customer Journey Mapping

Stages:

1. Awareness: User discovers the website through ads, search engines, or referrals.
2. Consideration: User browses the website, searches for products, reads reviews, and compares options.
3. Decision: User adds products to the cart and proceeds to checkout.
4. Purchase: User completes the payment and receives order confirmation.
5. Post-Purchase: User tracks the order, receives the product, and may leave a review.

Heuristic Evaluation

Using Nielsen’s 10 Usability Heuristics, the website design was evaluated to identify potential usability issues. Key areas of focus included:

• Visibility of system status: Ensure the website provides timely feedback to users.
• Match between system and real world: Use language and concepts familiar to users.
• User control and freedom: Provide options for undoing actions.
• Consistency and standards: Maintain uniformity in design and functionality.
• Error prevention: Implement measures to avoid user errors.

Key Findings

Homepage and Navigation

Strengths:

• Clean layout with featured products and promotional banners.

Weaknesses:

• Overwhelming menu options.
• Lack of personalized recommendations.

Search Functionality

Strengths:

• Autocomplete suggestions and filters.

Weaknesses:

• Inaccurate search results.
• Lack of advanced search options.

Product Pages

Strengths:

• High-quality images and detailed descriptions.

Weaknesses:

• Limited user reviews.
• Missing product comparison feature.

Checkout Process

Strengths:

• Multiple payment options.
• Guest checkout available.

Weaknesses:

• Long form fields.
• Unclear error messages.

8. Recommendations

Homepage and Navigation

• Simplify menu options.
• Implement personalized recommendations based on user behavior.

Search Functionality

• Improve search algorithms for more accurate results.
• Add advanced search filters.

Product Pages

• Encourage more user reviews and ratings.
• Introduce a product comparison feature.

Checkout Process

• Simplify form fields and ensure they are user-friendly.
• Provide wallet payment option
• Provide clear and concise error messages.

Wireframing and Prototyping

Using Figma, we developed wireframes and interactive prototypes based on our research findings and recommendations.

Wireframing

• Tools: Figma
• Approach: Start with low-fidelity wireframes to outline the structure and flow of the website.
• Key Pages:
  • Homepage
  • Product Listing Page
  • Product Detail Page
  • Shopping Cart
  • Checkout Process

Prototyping

• Tools: Figma
• Approach: Develop high-fidelity interactive prototypes to test with users.
• Features to Include:
  • Interactive navigation menu.
  • Search functionality with autocomplete.
  • Detailed product pages with reviews and comparison features.
  • Streamlined checkout process.

Testing and Iteration

We conducted usability testing on the prototypes to validate our design decisions and identify any remaining issues. Based on user feedback, iterative improvements were made to enhance the overall user experience.

Conclusion

This UX research provided a comprehensive understanding of user needs and pain points, leading to actionable design recommendations. By following these insights and using Figma for wireframing and prototyping, we created an intuitive and engaging e-commerce website for electronics sales. Continuous user testing and iteration will ensure the website remains user-friendly and efficient.