Myer Online Shopping on Mobile Devices
Date: 2014
Duration: 7 weeks
Services: Visioning, Journey Mapping, User Testing, Mid-Fidelity Prototyping
Tools: Keynote
This was a personal project carried out while working at Myer's online department, to propose an optimised experience on mobile devices.
By the time I started the project, I had read quite a few of complaint and compliment emails from customers shopping at Myer online. I've had a good understanding of how customers (including myself - oh the irresistible staff discounts!) felt, especially around the frustration on mobile devices.
As well as reviewing the emails, I've conducted initial research by interviewing 5 regular customers and collating information from a survey with 8 participants.
A project brief was set from the primary information gathered.
For those who want a quick, accurate item search, Myer online redesign provides an effective filtering experience. The new mobile site offers sub-categories and filters to narrow down the serach results because we believe giving customers what they want is the key to making sales.
Four personas and detailed user scenarios were developed.
Then problem statements were defined.
Based on the problem statement above, a goal for the new mobile site was set:
Help users find a product and check out with ease.
And how do I deliver this to customers? Online card sorting was conducted with 10 participants to organise products, which is currently sold at Myer online, into different categories.
Next step was to develop user journey maps to identify context of customers.
Users' interaction with the site was modelled as below.
Ideas were put together as sketches and the chart below was built to get an overview of the user flow with the re-structured screens.
User testing has been conducted on a laptop with a mid-fidelity prototype. Screen recording was used to capture user's movement within the prototype. Eye movement and facial expression has been recorded on a video.
The tasks participants were set to perform were:
- Create an account to perform 'express check out'.
- Find a size 8 work dress without using the search engine.
- Choose to pick up the dress at a store of your choice.
Overall, participants felt the tasks were easy. I've noticed that some participants had to try to select small radio buttons.
Thanks for reading such a long project story.
If you're wondering what happened next, please get in touch with me:
ashlyn.park@gmail.com