How I Helped This Fashion Company Boost Conversion Rates and Cut Checkout Abandonment
If you are struggling with testing, or you want to start testing your designs, you are about to launch something but you have never done user testing before, I encourage you to contact me and let's see what best suits you to validate your design.
THE CHALLENGE
The online channel design team was in the final stages of redesigning the website's checkout process. The redesign was aimed at making the checkout process even easier and reducing the abandonment rate at this stage of the purchase process. The process had previously been tested in an app and now they needed to test the redesign in desktop format, taking advantage of the lessons learned from the previous testing with the app.
MY APPROACH
In this case, we are talking about a pure UX Research project. And specifically about user testing to validate the redesign that helps make strategic decisions for its update.
With the aim of validating the design team's hypotheses; these are the tasks that I have carried out to design and carry out the testing:
Definition of the user profile
Management of recruitment with a recruiting agency.
Preparation of the discussion guide, taking into account that the objectives of the testing are covered.
Collaboration with the design team to align ourselves and make sure that we cover all the research questions / hypotheses to be validated.
Moderation of the user tests. 45 minutes of testing using Teams.
Analysis of results with the team and preparation of a report.
To do this, I have relied on digital collaborative tools such as Miró, which allows the entire check-out process to be viewed and all the input from the tests to be transferred.
RESULTS
Validate the design team's hypotheses
Detect improvements in the final design
Detect differences between app and desktop
LESSONS LEARNED
When redesigning such a key part of the purchasing process as the checkout for different versions, it is necessary to test them all: app, mobile and desktop. Since the type of user who interacts with each one is different and their way of buying differs depending on the moment of purchase and the device.
To achieve successful testing, it is necessary to work together and aligned with the design and IT team, involve them in the development of research materials and have them present during testing. This helps them to get out of their designs and observe first-hand how the user interacts with the prototype and can validate their hypotheses in first person. Although it is then necessary for the research expert to be the one to prepare the results report and draw insights and conclusions
Back
