UX Design of Click Retail: Analysis, Design, and Implementation Report

This report provides a comprehensive analysis of the UX design process applied to Click Retail, a UK-based online retailer. It begins with an introduction outlining the business goals and customer requirements, emphasizing the importance of user satisfaction and innovative design. The report then delves into the implementation of Jesse James Garrett's methodology, covering the strategy plane, including objectives of UX design, user requirements, mental models, and user interview questions. Agile methodology and user personas are also discussed. The scope plane explores business and user requirements, task model analysis, and user journeys. Further, the structure plane examines site navigation and information architecture. The skeleton plane focuses on wireframe implementation. Finally, the surface plane covers visual design elements like color schemes and typography, concluding with recommendations for improving the user experience. The report highlights various aspects of UX design, including user research, user personas, wireframes, and the application of agile methodology, providing a complete picture of the design process.

Running head: UX DESIGN
UX Design of Click Retail
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Introduction................................................................................................................................3
Click Retail’s Business Goals....................................................................................................3
Jesse James Garrett Methodology’s Implementation in UX design..........................................5
Strategy Plane.........................................................................................................................5
Objectives of UX Design...................................................................................................5
Use of Agile Methodology.................................................................................................6
User Requirements.............................................................................................................6
Mental Model.....................................................................................................................7
User Interview Questions...................................................................................................7
User interview questions for online retail store.....................................................................9
User Personas...................................................................................................................11
Scope Plane..........................................................................................................................15
Requirements for business...............................................................................................15
Requirements of Users.....................................................................................................15
Analysis of Task Model...................................................................................................16
User Journey.....................................................................................................................17
Analysis of MoSCoW......................................................................................................17
Structure Plane.....................................................................................................................18
Pattern for Site Navigation...................................................................................................18
Information Architecture..................................................................................................19
Card Sorting.....................................................................................................................20

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Site Map...........................................................................................................................21
Skeleton Plane......................................................................................................................21
Implementation of Wireframe..........................................................................................21
Surface Plane........................................................................................................................26
Visual Design...................................................................................................................26
Colour Scheme.................................................................................................................27
Font and Typography.......................................................................................................27
Conclusion................................................................................................................................27
References................................................................................................................................29

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Introduction
A huge growth for online retailing in United Kingdom is observed in last few years.
One of the companies in UK is Click Retail. For meeting customer satisfaction and staying
ahead in competition, the company has decided in improving the online store’s design. The
project’s major focus is showing the prototype of the layout of digital store which is
developed by using UX design, implementation skills and theory. The implementation of UX
analysis and design’s full cycle can be done by using the methodology of Jesse James Garrett
to design digital product.
There needs to be perfect strategic planning before advancing with any development
of project. This is where the need of customer is prioritized. Understanding the requirements
of the customer in a website is quite essential. The main concern of the developers is the
importance of user for the company. For providing the users with optimal experience, as per
Jesse James Garrett, the Click Retail website can be divided into two parts; the objectives of
business or product and user needs, obtained by research work.
Click Retail’s Business Goals
1. Customer Requirements:
The major goal of any retailing site is understanding what the customer needs. For
getting better idea of the requirements of the customer, customer persona or profile is
created.
2. Innovation:
Innovative ideas must be implemented for better development of the website. The
online retailer’s primary business goal is updating the technology which already exists
for providing better service and experience to the customer. Better services are
provided by innovative technologies.

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3. Data maximization:
Every input provided by the customer helps in achieving the behavioural insights. The
organization’s other departments help in achieving the customer feedback. More the
data amount, better it is to the organization.
4. Better services to customer:
Customer orientated culture is been built from beginning to end of the system as there
should be no hindrance in the customer service.
5. Building inclusive CRM strategy:
The system and the technology integrates behavioural, transactional and demographic
data for customer profile’s development.
Click Retail, the online wholesale store has already a layout which consists of following
options
 Login
 Login for Admin
 History
 Customer Search
 Customer’s Payment
 Nearest brand locator
 Search all orders
These are minimum requirements for a website for running successfully. Hence, it is duty
of ExSoft Ltd, a software developing company for developing the website related to these
areas to provide customers with optimal experience. An operation for research is

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performed through demographic elements such as the requirements of the customer, their
patterns for expenditure. Three dimensional patterns are used.
Jesse James Garrett Methodology’s Implementation in UX design
Strategy Plane
Objectives of UX Design
An important layer in UX designing is strategy as the needs of user need to be
satisfied. Strategic concerns applied for both software products and information spaces are
same. Satisfying the needs of user is the goals in creating a website. It is crucial to know what
is required by the user and how it is matched along with several other goals required. It is
essential in understanding the user needs before planning strategy. ROI and productivity are
increased with the help of UX strategy and the risk in product development is reduced. The
first thing required in designing of UX is research.
Research on data-driven composes the design of strategy properly and a clear idea
about the website’s designing is given. Quantitative and qualitative are the types of research
methods used. As per the theory obtained, user personas are created which allows building
scenarios, user stories and user flows. User stories highlight the needs of several users which
can vary for each user and scenarios then elaborate the stories. Finally, a user flow is
produced according to these stories and scenarios. Exploration of new ideas can be done after
achieving the product’s clear idea. A wireframe can be created from these ideas and the
layout and functionality’s idea can be provided. Creation of prototype can add few
functionality. Now the visual design is done. A UI style guide or pattern library helps in
visual designing. The product’s interaction and responsiveness is considered finally.
Designed product’s testing is also crucial as it is required to be successful in the real world.
To assess things, A/B testing is used, along with surveys or polls that allows active users for

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providing honest opinions. The website of Click Retail can be improved by applying proper
strategy plane.
Use of Agile Methodology
A properly designed strategy consists of research which is data-driven and the
website’s designing idea is provided. Two different kinds of processes for research such as
qualitative and quantitative could be used. Agile methodology is selected as change can be
made to the design whenever required, unlike other methodologies that cannot be changed
easily. The user personas are described that allow to create user stories, user flows and
scenarios. Visual design’s assistance helps in building UI library.
User Requirements
It is important to understand what the requirements of the user are in the website for
successfully running a website. It needs to match with goals which are required. The
customer’s requirements need to be kept in mind before planning the strategy plane. The
productivity can be improved in E-commerce website as well as reducing the risks of
development of products with the help of UX design. Research work is the first requirement
for UX designing. A given user map’s 3D framework is required for research.

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Fig
1. User Requirements diagram
Mental Model
Mental model is defined as the human perception of working something out which is
dependent on incident taken place in the past. The user’s mental points are described below:
 Too any promotional offers and information on website that is really irritating.
 Use of navigations by Click Retail which is crucial for their website.
 Secure login’s steps are unessential and loss of personal and financial information.
User Interview Questions
The customer’s preference can be understood by interviewing a user, along with the
viewpoint of a product or a specific system. The answers received to the questions asked to
interviewer is used as major feedback. Four interviewers are interviewed for the research who
are not employees of the organizations. The scenario’s qualitative analysis is quite helpful for
Click
Retail
Swapping
of page is
quick
Security of
Website is
good
Option of
flexible
payment
Different
sectons of
website
available

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this case. Few questions are stated below for better understanding the relationship between
customer and the admin or employee.
Q.
No.
Interview Questions
1 Do you prefer shopping of
cloths online?
Yes ☐
No☒
2 What payment method usually
you prefer?
Credit Card ☐
Debit Card ☒
Net Banking ☐
3 How you access shopping
website?
Smartphone ☐
Personal Computer ☐
Tablet ☒
4 Would you like to visit and
shop on “Click Retail” store?
Yes ☒
No ☐
Maybe☐
5 According to you which are
the most essential elements
that needs to be present on an
online retail website?
Secured transmission of
data, Guest Checkouts
are important elements
that are important now a
days.
6 What new you will prefer on
the Click Retail Website?
New letter subscription
is and better
recommendations are

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something that I am
looking for .
Fig2. Questionnaire diagram
synthesis
objectives
hypothesis
methods
conduct

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User interview questions for online retail store

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