E-Commerce Website
INTRO
NectarSleep.com is the third largest online mattress retailer in the United States (after Casper and Purple). DreamCloud, their parent company, engaged us to explore two questions. Can we increase mobile sales? And, can we increase revenue per purchase? What we discovered is that the current site worked very well for their primary product, a foam mattress, but it treated all their other products as an after thought. Users were frustrated by how difficult it was to find complete information on their other products. And on mobile they were frustrated by how much they had to scroll to find information about the mattress and these other products. Our design proposals addressed these issues.
PROJECT OVERVIEW
Timeline
2.5 weeks
Team
Kevin Regan, Dhwani Krishnan, Zameer Rehmani
Deliverables
Research Report, Usability Test Report, Wireframes, Prototype, Spec Document
Tools
Usertesting.com, Sketch, Photoshop, InVision, Google Sheets, Google Slides, InDesign, Acrobat
Process
Competitive Analysis, Heuristic Analysis, User Interviews, Persona, Usability Testing, Synthesis, User Journey Mapping, Ideation, Design, Wireframing, Prototyping, More Usability Testing, Iterating
My roles
User Researcher, Interaction Designer, UI Designer, Usability Tester, Research Synthesizer.
COMPETITIVE FEATURE ANALYSIS
Nectar is the third largest online mattress seller. Casper and Purple are one and two in this space. It was important to see how these three sites compared in terms of features. We initiated our research with a competitive feature analysis to see how Nectar differed from its primary competitors.
Heuristic ANalysis
In preparation for our planned usability testing on the existing site, we did a thorough Heuristic Analysis of the site using the Abby Method (designed by Abby Covert). Our central observation is that NectarSleep.com has findability issues. We saw this issue manifest in three ways: the navigation, the page layouts and a lack of clear way finding throughout the site. Most product pages on the site are only accessible through the footer navigation. The page layouts are confusing and lack a clear structure or organization. And, we noticed, as we navigated through the site, we kept having to return to the home page to orient ourselves on the site.
The typical user expects to find most if not all pages accessible in the primary navigation.
The typical user will abandon the site if she can not find the info she needs to make an informed purchase.
The typical user needs clear wayfinding and signposting to orient herself in aunfamiliar information context.
USER INTERVIEWS
We interviewed 5 users in order to better understand their online shopping habits. Our specific aim was understanding if and how they decided to make large purchases online. And how mobile in particular figured in their online shopping habits.
PERSONA
Our user research was synthesized into the following user persona. We used this persona to guide our ideation and design decisions.
USABILITY TESTING
A key part of the research phase of this project was usability testing on the existing site. We tested it on 5 users.
USER JOURNEY MAP
Based on what we discovered from usability testing the existing site we created User Journey Map.
PROBLEM STATMENT
Mady has a difficult time finding all THE information SHE needS to MAKE A DECISION TO MAKE A purchase on Nectarsleep.com.
How might we redesign the website so Mady can easily find THE information SHE NEEDS to MAKE A deciSION TO purchase?
DESIGN
We focused on the three major issues we uncovered in our user research: navigation, page layout, and add to cart. Most product pages on the current site are only accessible through the footer. The Home and Product Pages are long and disorganized. The Add to Cart flow forces Mady into check out flow. Mady struggles to find the information she needs to decide to make a purchase. Mady is pushed into checking out before she is ready. We addressed these issues with our design.
Navigation
Page Layout
Add to Cart
Next Steps
• Test latest iteration
• And then iterate and test
• The Add to Cart flow is not fully resolved.