Background:

An international e-commerce platform came to us to evaluate hypotheses and investigate the reasons behind low sign-in success rate and checkout conversion. The client operated in multiple market so country specific patterns or hurdles were of interest as well. The objective of the study was to understand user motivations and pain-points by deep-diving into the user purchase journey.

Timeline:

1 month

Approach:

My approach combined usability testing and cognitive walkthroughs for users from three diverse geographic markets.

After designing the interview protocol, I moderated15 remote interviews with both existing and new customers. Through this process, I tested three user interfaces: mobile app, mobile web, and desktop.

The chosen participants were assigned a realistic task: purchasing a product. As they navigated the landing page, product detail page, and checkout steps, my team observed their interactions, gathering invaluable insights from their shared screens."

My Role:

I managed the project end-to-end, starting with the client briefing to insights presentation. I drafted the research plan and moderation guide in alignment with the client needs and study objectives. I also arranged for the participant recruitment through a partner agency. I moderated half the interviews and led data analysis and synthesis activities. I organized the final report of research insights and presented the results to the client’s team of UX designers and in-house UX researchers.

Outcomes:

The study contributed to shedding the light on users behaviors and attitudes when shopping on the client’s platform. It highlighted pain points related to the user experience and design as well as features that users found most useful during their journey and others that were not meeting users’ expectations.

The comparative nature of the analysis allowed to identify device-based and country-based patterns. I offered a set of recommendations on how to optimize the user experience; forecasting conversion improvements and and recommending future research activities.