Core colours
#41C36
#E1FAEA
#2441E5
#FFFFFF
Fonts
Arial
Accessibility
WCAG 2.1 AA
Problem
The optimisation squad have lacked UX and research resource, this has not slowed them down from creating web features from ideation sessions based on assumptions, experienced colleagues and limited data.
Next steps
Introduce the squad to user centred design. Focus on re-evaluating a recent AB test where customers can switch and save.
Tools
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Figma​
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Aure
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Miro
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User Zoom
Team
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Front end Developers
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2 back end Developers
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2 Testers
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1 Business Analyst
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1 Product Owner
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1 Scrum Master
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1 Senior UX Designer (Me)
My Role
My role involved teaching user centred design whilst re-evaluating the existing switch and Save feature and working with the research team to get customer feedback and present back to stakeholders.
Timeline
6 Weeks
My Design Process
Why
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Find out more about the usability and perception of the Switch and Save Feature
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Cross validate our hypothesis from different sources of research
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Test on a click test, to find out what type of information we can get from a click test and the participant uptake
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Introduce user research to the personalisation squad. If found to be useful create the next iteration of Switch and Save
After reviewing the switch and save feature we had an hypothesis that it might not be answering an actual customer problem and decided to put this to the test, whilst doing this we also wanted to:
Hypothesis
We began ideating on ways we could test our hypothesis and decided to run a usability study, questionaire and a click test. Some of the hypothesis we had were:
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Some customers will need to seek confirmation to be able to switch to the suggested product that'll lead to a delay on ordering and possibly be disregarded
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The slight variation of colour will be misleading in the table
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The find out more CTA will suggest visiting the suggested product PDP and take the customer out of the basket
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Total saving is expected
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A data sheet should be available to give enough information to the customer to allow them to make an informed decision
Prototype
A prototype was created in Axure to accurately replicate the proposed switch and Save design that is currently being AB tested.
Research
Unmoderated
42 participants were involved in an unmoderated click test these participants were from a variety of different job roles, buying frequencies and annual spend.
Moderated
5 participants were involved in moderated research, these participants were from a variety of different job roles and buying frequencies and was presented with a prototype and asked a series of questions to help us understand more about the switch and save feature.
Research topics
Between the moderated and unmoderated tests participants were asked questions around the following topics
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What is the process when changing a product
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Supplier opinions
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Where they would look to find savings in the basket (click maps - unmoderated)
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Sensitivity to price
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How satisfied they are with the information provided
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How likely they are to dismiss/close the product suggestion
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What do they expect to happen if they clicked on the comparison and what information they expect to see next
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If they were happy with the suggested switch do they know how to switch the item and feel confident it has successfully been added to their basket
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Do they prefer to see the total or unit saving
Key findings
A full list of key finding were presented back to the team.
Some of the finding showed the team the benefits of involving the customer and how different personas can turn a good idea bad. As part of the research we also spoke to colleagues around the business and found out about the sensitivity around switching products in the basket from a supplier point of view.
Learnings
Following a user centred approach helped the team understand the benefits of including the customer before the build stage, although the team have voted and ideated they are still missing a critical part of the puzzle. The team are now leaning on research to understand more about customer problems before they enter the ideation phase.
Next steps
On the back of the findings we scheduled further ideation powered by our insight to steer the next iteration.
High level overview
This is a high level overview but hopefully gives you a taster of this project, please get in touch if you would like to find out more.