Entendiendo la experiencia de compra online y offline

What challenges did the team face in the e-commerce usability case?

This analysis highlights a project for a construction and home decoration products company that sought to evaluate the usability of its e-commerce site. This case was accompanied by Carla Miranda and Alys Owen and presented several challenges. The project aimed to understand the user experience from the moment the purchase idea arises until the product arrives at the customer's home. This included examining both the online platform and behind-the-scenes operational processes.

What techniques were used to map the user experience?

To achieve a comprehensive analysis, several techniques were employed:

• Usability testing: these were conducted on the site to identify barriers in the flow of product search, selection and purchase. These tests helped to discern what content and tools on the site did or did not help the user's decision making.

• User diaries: This method consisted of selecting a group of people who monitored their interaction with the platform for 7 days. Through calls, WhatsApp messages, photos and videos, the entire purchase process was documented. The follow-up included interviews at the beginning and end of the period to know the purchase intentions and verify if they achieved their objectives.

• Interviews with operational staff: These allowed us to understand how the staff's activities impacted the user experience and what common issues they faced in their daily work.

What were the most significant challenges of the project?

The team faced several challenges, starting with the impact of the COVID-19 pandemic, which forced the project to adjust to a remote environment and lengthened the execution time from 3 to 7 months. It was essential to maintain fluid communication with the client to ensure compliance with the methodologies remotely and gain their confidence in these new ways of working.

Another challenge was user recruitment, as it depended on the client's database. This lengthened the process, highlighting the need to define clear rules for recruitment when it is the client who manages it.

Finally, the usability tests performed on the production version of the site presented complications, as the client was making changes simultaneously, affecting the consistency of the results.

What were the lessons learned and achievements?

The project provided a complete picture of the customer's online shopping experience and how the online and offline environments interact. Beyond immediate recommendations on the site, issues such as product availability and difficulties in logistics between the site and physical stores were revealed.

Interviews with operational staff helped identify and address logistical issues that impact the customer experience. The project not only facilitated improvements to the e-commerce site, but also provided the client with the voice of operational staff, essential for improving internal processes and the user experience.

What recommendations can be given to future projects?

• Context of the study: Consider the context and timing of the studies, such as the impact of global events that may alter planning.

• Testing in productive: Consider splitting the process into phases if changes are simultaneously made to the platform during usability testing.

• Efficient recruiting: Help the client establish effective recruitment strategies to reduce delays and ensure appropriate user participation.

The challenges and lessons learned in this case reflect the importance of careful planning and open communication with the client to foster continuous improvement in the customer experience.