I’m currently working on a couple of e-commerce projects here at Dock9 and when I saw that UX Crunch was organising an evening dedicated on the subject I was curious to see what precious tips I could learn from the giants.
The first speaker was Razel Villanueva, UX/Product Designer at Graze.com, (an online provider of healthy snacks) and she talked about how she used user research to improve the performance of their shop, particularly when users buy individual boxes versus subscription.
Graze.com was initially subscription-only. When they decided to sell individual boxes without the need for subscription, to cater for those users who did not wish to commit or wanted to spend less, they noticed the shop wasn’t performing very well. The two experiences were inconsistent due to siloed design teams, lack of communication and different platforms being used. Another issue they identified was with their ratings. They previously had a 5-point scale which the users could use even before trying the snacks, which wasn’t ideal.
Their process was one that is not unfamiliar to UX designers: research, ideation, review, iteration and build. They went on to conduct a competitor review looking at other rating systems such as Youtube, Facebook etc.
For the ideation phase they used a technique called crazy 8s, which I personally love, whereby a small group of stakeholders sketch eight ideas in a very short period of time. This process often creates a less obvious design solution. After selecting the most sensible and interesting ideas, it was time for usability testing, iteration and then build.
After this process they discovered a simpler rating system and with carefully designed copy performed better. Changing wordings such as “bin” to “I’m not interested in this snack” made the experience that much more pleasurable for the users.
She mentioned other issues they had to tackle such as separating ratings from reviews. But concluded with a quote from Leonardo da Vinci “Simplicity is the ultimate sophistication.”
Next was Michael Zoidis and Ana Bernardo from Kurt Geiger.
Their talk was less about e-commerce UX design best practices and more about evangelising a user-centred design culture.