SUMMER TASTE ONLINE STORE
UX CASE STUDY
UX CASE STUDY
Russian online shop selling shock freezing tropical
and exotic fruits. Delivery available in Western Siberia
My Role within this Project
Students from the Learning Center, where I study UX/UI Design, and I decided to practice and help small businesses improve their product's user experience.
Brand Analysis
I can determine business needs and expectations through open communication and a comprehensive client brief based on psychological techniques. I am experienced in analyzing problems and setting business goals, due to my previous professional experience and my interest in psychology.
I can determine business needs and expectations through open communication and a comprehensive client brief based on psychological techniques. I am experienced in analyzing problems and setting business goals, due to my previous professional experience and my interest in psychology.
Analytics
Marketing
Web Analytics, Target Market Analysis, and Target Audience Analysis
My analytical skills enable me to track website metrics and analyze them with precision, as attention to detail is one of my strengths. I am inspired by successful brand stories, and often behind every success there is a great marketing campaign, besides a smart business idea, or a well-crafted strategy. I am eager to learn more about marketing and expand my knowledge in this area.
My analytical skills enable me to track website metrics and analyze them with precision, as attention to detail is one of my strengths. I am inspired by successful brand stories, and often behind every success there is a great marketing campaign, besides a smart business idea, or a well-crafted strategy. I am eager to learn more about marketing and expand my knowledge in this area.
UX Design
Develop an Efficient UX Design Process
Project definition and scope, understanding both business and user's problems, empathizing with users and defining their pain points, coming up with ideas for design solutions, planning research studies, conducting interviews and usability tests, and synthesizing research results: these are all essential steps in developing an efficient UX design process. Applying foundational UX concepts, such as user-centered design and accessibility, plus an analysis of the results, allows me to make conclusions and give recommendations that will help to make everyday interactions with the product more useful, enjoyable, and accessible.
Project definition and scope, understanding both business and user's problems, empathizing with users and defining their pain points, coming up with ideas for design solutions, planning research studies, conducting interviews and usability tests, and synthesizing research results: these are all essential steps in developing an efficient UX design process. Applying foundational UX concepts, such as user-centered design and accessibility, plus an analysis of the results, allows me to make conclusions and give recommendations that will help to make everyday interactions with the product more useful, enjoyable, and accessible.
1
3
2
After holding a competition and selecting companies to participate, I, being a foodie, chose to do a UX analysis of the website of "Summer Taste" company due to its healthy and vibrant colored products: exotic and tropical fruits.
UX Analysis Process Steps
- 1
CLIENT MEETING
AND BRIEFING
Preparing a comprehensive briefing to:- Gain an understanding of the Client, their Expectations, and Business needs
- Identify Problems and Goals
- Establish a Timeline
- 2
TRACKING WEBSITE
METRICS
Yandex Analytics data provided by the company enabled me to assess the effectiveness of the website's content in meeting customer requirements and expectations. The following metrics were monitored:- Overall Traffic
- Top Traffic Sources
- Bounce Rates
- Session Duration (2 pages website)
- Average Time on Page
- Devices Used
- Interactions Per Visit
- Exit Pages
- 3
IDENTIFYING TARGET AUDIENCE
- Briefing the Client about their Target Audience
- Metric Data Analysis
- Personas
- Customer Journey Map
- Jobs-To-Be-Done
- 4
HYPOTHESES
Good hypotheses come from good observations.- Form a precise Customer Problem Statement
- Formulate Research Questions
- As hypotheses are tentative answers to research questions, possible solutions to the problem can be formulated as hypothesis statements that can be tested to prove or disprove them
- 5
UX RESEARCH METHODS
I tested the hypotheses using a combination of qualitative and quantitative methods, in the following order:- Defining study goals
- Choosing an appropriate method
- Selecting testing software
- Preparing the script, writing tasks and questions
- Pilot testing
- Recruiting participants
- Gathering data
- Analyzing results, writing conclusions and suggestions
- 6
CONCLUSIONS. MY ROLE
WITHIN THIS PROJECT
After analyzing the testing results, I was able to provide the business with specific recommendations for improving their website.
My involvement in the project included:- Brand Analysis
- Marketing
- Conduct UX research
- Analyzing the results, drawing conclusions, and providing recommendations
BUSINESS REQUEST
SUMMER TASTE
The business requested assistance with website analytics, as they couldn't identify any specific issues with the website. However, the metrics provided by the company clearly showed that not all customers were completing purchases through the website.
Client Brief and Metrics Show
PURPOSES OF CREATING
A WEBSITE
For customer convenience, so they can place an order through the company’s website by themselves, with no need to wait for a response of an order processing manager on Instagram.
To maximize the efficiency of the company's employees. The company employs only a few people and most of their working hours are spent manually placing orders and answering the same type of questions about the products and the company from users on Instagram.
To maximize the efficiency of the company's employees. The company employs only a few people and most of their working hours are spent manually placing orders and answering the same type of questions about the products and the company from users on Instagram.
MAIN BUSINESS GOAL
Despite creating a website, Instagram remains the main source of traffic and primary source of sales to date. The company's main goal is to increase the conversion rate and make the website the primary source of sales, while using Instagram as a marketing platform and advertising channel.
is a small company that began selling exotic fruits on Instagram and recently launched their website.
Why is my website's conversion rate so low?
BUSINESS GOALS
BUSINESS GOALS
BUSINESS GOALS
BUSINESS GOALS
BUSINESS GOALS
BUSINESS GOALS
UX DESIGN
UX DESIGN
UX DESIGN
UX DESIGN
USER NEEDS
USER NEEDS
USER NEEDS
USER NEEDS
USER NEEDS
USER NEEDS
Target Audience Analysis
The primary issue is that the business sells more through Instagram than its website, with orders being placed manually by Instagram managers. The website has a low conversion rate. To make customers more independent and the ordering process more automated, the product information on the website must be accessible, understandable, and the ordering process must be easy, fast, and secure. If customers find something on the website unclear, they will likely return to Instagram and ask questions to a company consultant.
Why is my website's conversion rate so low? Formulating Hypotheses for Testing
Metrics show that the second problem is that users browse the website, but not all of them take the target actions and the cart conversion rate decreases. To formulate hypotheses, it would be helpful to answer the following questions:
- Why do customers prefer to make purchases through Instagram rather than the website?
- What prevents customers from placing an order through the website?
- Why don't all users place an order through the website? Why do users leave the site at the cart stage?
Therefore, the most effective sales funnel steps would be:
- Potential clients discover the company through an Instagram marketing campaign that advertises its products and services.
- Clients visit the website, explore it, view the product catalog, add items to their cart, and place an order.
If customers find something unclear on the website, they may return to Instagram and ask questions to a company's product consultant.
2. It is assumed that users may lack clarity about a product item's weight.
For example, the product card "Chinese Mango (slices), 2.5 kg" may not be clear to the user if they only want to purchase 1 kg of mango. It is not obvious if they can choose the quantity of the product they need (kg, gram, pieces, or packages).
3. It is assumed that products may not engender trust in users, as product cards display internet images instead of actual product photos.
For example, the website's product catalogue lacks real photos; it only has drawn pictures of fruits, vegetables, and berries, so users may not be sure of what they will receive.
1. It is assumed that users may not have enough information to make a purchase decision, as the website does not provide product cards with detailed descriptions of the product's features.
The company states that they sell shock-freezing tropical and exotic fruits. Additionally, their website offers vegetables and berries, such as Russian lingonberries and blueberries. Are these also sold shock-frozen, fresh, or dried? The product card description does not provide this information.2. It is assumed that users may lack clarity about a product item's weight.
For example, the product card "Chinese Mango (slices), 2.5 kg" may not be clear to the user if they only want to purchase 1 kg of mango. It is not obvious if they can choose the quantity of the product they need (kg, gram, pieces, or packages).
3. It is assumed that products may not engender trust in users, as product cards display internet images instead of actual product photos.
For example, the website's product catalogue lacks real photos; it only has drawn pictures of fruits, vegetables, and berries, so users may not be sure of what they will receive.
1. It is assumed that users may prefer home delivery, but the limited delivery days and times may not be suitable for them.
For instance, in Obskaya city, the only possible delivery day and time is Friday from 18:00 to 19:30.
2. It is assumed that users may not be aware of how long it takes to prepare an order or when they can pick it up from the physical store.
There is no information about order preparation time on the website.
3. It is assumed that users may not understand how to pay for their order.
The website does not provide any information about how payments are accepted, nor does it offer an online payment option.
For instance, in Obskaya city, the only possible delivery day and time is Friday from 18:00 to 19:30.
2. It is assumed that users may not be aware of how long it takes to prepare an order or when they can pick it up from the physical store.
There is no information about order preparation time on the website.
3. It is assumed that users may not understand how to pay for their order.
The website does not provide any information about how payments are accepted, nor does it offer an online payment option.
High-quality visuals are essential for ecommerce stores as they can significantly impact conversion rates. Poor visuals can lead to a decrease in conversions.
UX Research Methods
- Google Forms Online SurveyI shared online surveys and analyzed the responses.
- In-Depth InterviewMy goal was to gain an in-depth understanding of a respondent's point of view, experiences, feelings, and perspectives.
- Moderated Usability TestingI researched various moderation methods and tried my hand at moderating. I interacted directly with test participants, guiding them through the study and responding to any queries they had while completing their tasks. A great thing about moderated studies is that you can ask (or answer) questions in real time and facilitate dynamic conversations.
- Mobile Usability Testing and Accessibility TestingFollowing a mobile testing checklist, I tested the functionality, usability, and consistency of the mobile website on a real device. In addition, I used the following tools:
Google Mobile-Friendly Tool to check if the company's website is mobile-friendly,
Google Developers Tool to test the website’s speed,
Accessibility Test to check if the website is accessible to all users, including those with disabilities.
- A/B TestingThe process of comparing two versions of the same product card to determine which one performs better.