Improving User Experience: Click Retail Design Report (ExSoft Ltd)

This report details a user experience (UX) design project for Click Retail, an online retail store operating in the United Kingdom. The project aims to improve the user journey across the website, mobile, and iPad platforms. The report begins with an introduction to UX design principles and the specific context of Click Retail, which offers a wide range of products. It then outlines the strategy plane, including UX qualitative interviews and user research methods to understand customer behavior and needs. The report includes the creation of user personas to represent target customers and describes the application structure and information architecture. It also covers wireframe implementation and testing, a style tile, and concludes with recommendations for enhancing the user experience. The project emphasizes user-centered design principles and the importance of consistency, simple dialogue, navigation, and error-free design. The report provides a comprehensive overview of the design process, from initial research to the development of prototypes, with a focus on improving customer satisfaction and engagement.

Running head: USER EXPERIENCE DESIGN
User Experience Design
Name of the Student
Name of the University
Author’s note:

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Table of Contents
Introduction:....................................................................................................................................2
Strategy Plane Research:.................................................................................................................2
UX qualitative interview:............................................................................................................2
User research:..............................................................................................................................4
Ethical understanding of interviewing techniques:......................................................................5
User Persona:...............................................................................................................................6
UX Principals and Data to Scope Plane Outline:............................................................................7
Application Structure and Information Architecture:......................................................................9
Wireframe Implementation:...........................................................................................................11
Wireframe Design:.....................................................................................................................11
Wireframe Test:.........................................................................................................................13
Style Tile:.......................................................................................................................................15
Conclusion:....................................................................................................................................16
Recommendation:..........................................................................................................................16
Bibliography:.................................................................................................................................18

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Introduction:
User Experience (UX) design is considered to be process design help in creating products
for providing meaningful and required user experience. It merely requires involvement of design
for the whole process that is for integration and acquisition of product. It is merely inclusive of
design, usability and its overall function. User Interaction is all about having understanding the
people who are known to be user of system. The most suitable and famous method of user-
interface design is all about creating personas. High-fidelity of the prototypes is all about
representing the prototype of different products which are in resemblance with each other.
In the coming pages of the report, an overview has been provided with respect to online
retail store that is click-retail. Organization aims to provide different kind of products like toys,
clothing other electronic products. At present, this particular online store requires web
application platform that can be accessed by different devices. User personas will provide detail
with respect to buying pattern of customers. The prototype of this online store is developed by
the help of data collected through user personas, interview and UX research. UCD principles will
provide guidance for whole process of UX development.
Strategy Plane Research:
UX qualitative interview:
User Interview is generally carried out with some potential user which is done for design.
It is an important aspect for ideation stage which is done in the beginning stage of concept
development. User interview needs to follow some particular method where the interview aims

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to prepare a range of topics. It is needed for recording the thing that is said in interview along
with analysing the whole conversation in Interview.
User-Interview is known to be as one of most suitable method for user research. It can
easily cover all the required topics related to user like their feelings, daily routines and how they
make use of product. Interview can make use of same kind of methodology that is qualitative
interview in different fields. It generally specifies the need of designing a project. As the user
interview need to be completely fit in the design or development process. There are some
practical issues with respect to user-interview process like optimum time and resource for
analysing the method of carrying out interview. User-Interview is generally done over voice or
video platform in case of limited time. In some cases, project with minimum time and resource,
the interview can be conducted in their home user.
In some situation, interview methods are used in design project that is taken from other
field. Contextual interview comes up with benefit of providing much more insight with respect to
the environment where the design will be used. Contextual interview can have uncover flaws for
project design.
Steps of Conduct User Interview
User-Interview is considered to be core of experience method which is the best method
for gaining foundation about the issues that is being encountered by user. User-interview is
found to be base of user- center design which is beginning process which needs to have some
idea and experience. Usability testing is the best method for having feedback from different user
in the whole design process. In other words, user interview is the most suitable method of
learning what a user wants to achieve the thing that is not working for them. User interview is

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the most suitable method for analyzing the user for different user. User-centered design and
thinking is all about analyzing the issues and figuring out the method to solve it. The steps of
conducting a user interview are
Analyzing what to be answered: It is might be oblivious but it is vital to have an idea
who is conducting the interview. Interviewer needs to understand the questions that need to be
completely answered.
Reframing problem Statement: There is need of considering the different perspective of
same issue for the same problem statement. It is considered to be much more exercise in
comparison to paraphrasing. There are many issues in reframing the problem statement in two
folds that are question which are not taken into consideration in the starting phase. It will help in
conducting the research in much better way. It will be completely based on list of interview
question.
Creating a list of Question: It will merely help in having a good foundation for building
question. Some of the leading question are built in such a way that it can influence the answer by
respondents. The main reason for conducting an interview is all about having a real and truthful
answer to list of question.
Paraphrasing question for 2-3 times: It is an important point for having a list of
paraphrases so that respondents do not understand the required thing in the very first time.
Providing a list of question structure: User interview is mainly made up of four different
parts like introduction, warm up question, main question and wrap up questions.

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User research:
It mainly comprises of a wide range of investigation methods so that it can add up the
context and insight for design method. The main notion of design research is all about providing
information for design method from user perspective. The research aims to prevent people from
design of user. User research mainly comes up with two section that is collecting data and
synthesis from it so that it can improve the usability. In the beginning phase of project, design
research mainly focus on project needs from different stakeholder understanding the need and
goal of user. Researcher need to conduct interview which will provide details with respect to data
and analytics. It is found to be an interative process where the research emphasizes on shifting
usability. UX research comes up with two methods that is qualitative and quantitative.
There are different kind of UX research methodologies which is done from view point of
A/B test. It comes up with some key methods, understanding and analysis.
Observation: In the beginning step of doing research is all about observing thing around
the people. Design research are required to have training so that they can observe and have notes
for finding the patterns in diverse group of people.
Understanding: Design researcher are required to have an overview with respect to
mental model for people where can interview and test. Researcher need to have an idea with
understanding with mental model. The second thing is that researcher can research for looking
into the mental model where their information can be shared with design team for
accommodating the model.

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Analysis: Some of the analysis technique is all about building personas or scenes that
describes the mental model. It provides details of user behaviour. This particular technique mere
focus on conducting research.
Ethical understanding of interviewing techniques:
Question of ethical interview is all about ethics and ethical dilemmas and other situation
that requires the involvement of morality. It is generally asked by interview so that they can
uncover some of the moral standard. Values and standard of interview is completely compared
with values of organization. Ethical Interview Questions are known to be popular in the domain
of business. A huge amount of information can be collected by interview for non-literate
population. Interview help in researcher in effective interpretation for getting deeper in interest.
For click retails on-retail store, interview will help enhancing the relationship in between
interpreter and researcher. Interview will help in researching about the interest of the population.
Interview will allow the researcher for getting much better insight of population. A researcher
comes up with capability of harming an interview without intention. Some of the social-
behaviour researcher do not entail to bring physical risk but there is some kind of social harm
which can take place.

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User Persona:
Figure 1: User Persona One
(Source: Created by Author)

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Figure 2: User Persona Two
(Source: Created by Author)
UX Principals and Data to Scope Plane Outline:
The UI UX principals are very much significant for the click retail store which is located
in UK. The needs and expectation of the consumers of the retail industry. Creation and
development of the products developed by this organization cane be significantly affected using
the UX principles. There are five diverse categories of principals which can have a significant
contribution in this project in terms of the surface, skeleton, structure, scope and strategy. The
business objectives of this retail organization can be significantly using the elements of UX
principals. The functional and the content requirement of the products and service offered by this

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organization can be significantly monitored using UX principals. The relationship between each
of the service provided by this London based commercial establishment can be verified along
with the business functions of this project using the UX principals. The entire structure of this
business in terms of the management of the risks associated with the service provided by this
commercial establishment and management of the resources can be verified using the UX
principals. The entire design and implementation procedure of the business units in terms of the
operations department. Arrangement of the contents of the service can be significantly benefitted
using this UX principles. Priorities of each of the stakeholders of this project can be sorted using
the UX principles as well. Organization of the tasks and activities of the operations department
can be enhanced using the UX principals as well. The information which are presented to the
consumers of this organization can be sorted and managed in the first place using the UX
principles. Flexibility of each of the stakeholders associated with the retail products can be
enhanced using the UX principles as well. Inclusive range of retail products can be sorted in the
first place using the UX principle as well.
Design for user and managing their activities: User centred design can be very much
significant to manage each of activities of this retails organization.
Maintaining consistency: Consistency has to be maintained in each phase of the project
as well. The behaviours of the interfaces has to be address in the first place in order to maintain
the consistency of the business. Consumers of this retails industry can be significant benefited if
consistency is maintained in each phases of the projects.
Simple and Nature Dialogue: Interaction between the consumers of this business is very
much significant for the successful completion of the projects. Thus, it can be said that the

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complicated scenarios can be avoided or managed in the first place using simple and nature
dialogue.
Navigation mechanism: A consistent mechanism can be very much significant to
understand complications faced by the users or consumers of the retail industry. The
incorporation of effective indicators like page number and scrolling bar can be very much
significant in order to provide a clear route for the users of this famous UK based business.
Error Free: Achieving of the goals can be very much useful if the errors and other
constraints associated with the business can be identified in the first place. Validation of data
entry are very much significant for this online retail organization.
There are diver categories of mapping techniques which can also be very much useful to
manage the different business functions such as the empathy mapping, customer journey
mapping, service blue printing and experience mapping. Business goals of this organization can
also ne reviewed using these mapping techniques.
Application Structure and Information Architecture:
Application structure (AS) can be very much useful in this online retail website. The
front layers is visible to the users, the middle side shall be the server side scripting. The middle
layer will the communicating medium between the front layer and the database. The modules as
well as the controller are generally placed in the middle layer of the AS. The front end of the AS
will be very much dedicated with the storing of the data. Thus, it can be said that the
classification of the home page, product and resell can be classified in an organized manner
using Application structure as well.

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Information Architecture (IA) includes the structural design of the shared information
environments. Labelling and other communities associated with this business can be managed
using IA. The usability as well as the findability of the users can be verified using IA. The
structuring of the contents can be done in a more organized manners using IA. The verification
and the strategies adopted by the rival retail organization can be enhanced using this IA. It can
also be said that usability can also be enhanced using IA as well. The organizational structure of
this retail corporation can also be spotted in the first place using IA. Thus, it can be said that the
entire interaction procedures can be verified and sorted using IA. Content strategy can be
verified using IA as well. Product design and the service offered by the retail using the IA as
well.
Figure 3: System Navigation Structure
(Source: Created by Author)

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Wireframe Implementation:
Wireframe Design:

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Wireframe Test:
First Test: The first test was completely done by John Johnson. He has make use of this
application so that they can see the available products. Presentation of the product was found to
be found to be good and appealing to user. He liked most of the filtering factors. He had an
option for searching the nearest branch.
Second Test: The second person used for test is Sarah Corner. She was satisfied with the
user-interface design of the application. She liked the overall refund policy for organization.
Third Test: Third person to be used as participant in the wireframe testing is Mark
Anderson. Mark is a single father who depends is currently purchasing toys for his son from

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offline store. Mark wants to use online services so that he can save time. Mark liked the interface
of the application. The navigation of the application is very good according to him.
Fourth Test: The final test is done by a professional website designer. His name is Alexa
Marx. She is currently working in the industry for 7 years. She liked the colour combination in
the website. She also liked use of same header and navigation in every page. Providing hints in
every section in the website has increased usability of the application according to her.

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Style Tile:

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Conclusion:
The above pages help us in concluding the fact that the report is about click retail which
is an online store based in United Kingdom. The organization has grown to huge amount in the
last few years. The store provides a wide range of products like toys, clothing and electronics. As
a result of increase in online buying and being on top of the list, click retail has come up with
vision enhancing its layout. This particular step is taken so that they can enhance the overall
customer experience. In the above pages of the report, an UX qualitative interview has been
created followed by conducting user research. The report deals with some ethical idea for
interview techniques. Two personas have been constructed at the time of user research. In
addition, data is collected from the data of UX and User personas so that it can be implemented
using UCD principles for process and design task. A demonstration has been done by the
application using user stories or proper UX mapping process. An information architecture has
been implemented so that it can build an effective structure for navigation. The last section of the
report deals with list of recommendation for this online store. User research is all about analysis
of user behaviour, needs and motivation. It is generally carried out through observation
techniques, analysis of task and any other feedback methods. This particular kind of user
research need to be performed on site type and system which is being developed in the
environment. There is a list of method of conducting user research like card sorting, first click
testing, individual interview, personas and prototyping.
Recommendation:
There is a list of recommendation for this online store click-retail like

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Focusing on staff based solution: Designer need to have proper capability for thinking
so that each and every decision made at the time of design will result in one solution. If anything
is done in random way, it will result in useless content for this website.
Proper Model: Each of the model developed in the design phase needs to be effective for
transferring the whole idea in more appropriate way to some end user. The model needs to have
some essential data and provide knowledge with respect to design.
Analysing the user needs: Designer need to have proper understanding about the need of
the user. The application needs to be designed in such a way that it can fulfil the need of the user.
In addition, user need to have look and feel for getting importance by making use of application.
In case of user interaction, development aims to conform that. Various kind of end user need to
conduct different test on the prototype of the application.
Suitable Navigation: The application should be designed in such a way that the overall
navigation is very efficient and easy. It merely helps the user in having the required information
in minimum time. There is need of slight modification in the application where menu will allow
the user to have an access to main part of the application.

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