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E-commerce Company "user testing"

In response to the client's request, we were asked to evaluate hypotheses and investigate the reasons behind the low sign-in success rate as well as the low conversion rates during checkout.

Challenges:

As a result of low sign-in success rates and low checkout conversions (compared to BAA), the client asked us to conduct user testing for their current web/app to investigate these issues. In addition to operating in several markets, the client also wanted to identify country-specific patterns and pain points.

Objectives:

  • Take a deeper look at the customer journey that leads to the completion of a purchase on the website/app, including the login process, sign-up process, product detail page, and checkout process.

  • Finding out about the experiences, preferences, and pain points of your customers during the purchase process.

Process:

  • A total of 15 interviews with existing and new users were conducted remotely over a period of three days in Egypt, UAE, and KSA.

  • In this study, three types of user interfaces were tested: mobile app, mobile web, and desktop.

  • A team of native-speaking moderators and note-takers conducted the sessions via Zoom.

  • Participants were instructed to perform a task during the interview, including purchasing a product, going through the landing page, product detail page, and checkout process while sharing their screen. 

  • As part of the cognitive walkthrough, participants were asked to think aloud and express their thoughts while performing the task.

  • Following the interview, the user behavior and responses were analyzed and synthesized.

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Outcome:

The interviews contributed to shedding the light on:

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  • Shopping behaviors and attitudes of users.

  • Design and user experience pain points.

  • A list of the features that users found most useful during their journey.

  • Features that users felt were lacking.

  • Determine the patterns associated with interfaces and countries.

  • Based on the interviews, we have developed a set of recommendations on how to improve the user experience.

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