User Experience Design Report for Click Retail Website Upgrade Project

This report presents a comprehensive analysis of the user experience (UX) design for the Click Retail website, an online store selling electronics, toys, and clothing. The report begins with an introduction to UX design principles and the project's aim to improve Click Retail's website. It explores business objectives, user needs, and the application of the Agile methodology. User research, including questionnaires and user personas, informs the scope plane, outlining business and user requirements. The structure plane covers information architecture, card sorting, and site map creation. The skeleton plane details wireframe implementation. Finally, the surface plane focuses on visual design elements, including color schemes and typography. The report provides a detailed overview of the design process, incorporating research, planning, and implementation to enhance the website's user experience and attract more customers.

Running head: USER EXPERIENCE DESIGN
USER EXPERIENCE DESIGN
Name of the Student
Name of the University
Author Note

USER EXPERIENCE DESIGN 1
Table of Contents
Introduction:...............................................................................................................................3
Discussions.................................................................................................................................3
Business aims of Click Retail................................................................................................3
Strategy plane:............................................................................................................................5
Project objectives...................................................................................................................5
User needs..............................................................................................................................5
Agile methodology.................................................................................................................6
Questionnaires........................................................................................................................7
User Persona...........................................................................................................................9
Scope plane..........................................................................................................................11
Business requirements..........................................................................................................11
User requirements................................................................................................................11
User journey.........................................................................................................................12
MoSCoW analysis................................................................................................................13
Structure plane.........................................................................................................................13
Information Architecture......................................................................................................13
Card Sorting.........................................................................................................................13
Site map................................................................................................................................15
Skeleton plane..........................................................................................................................15
Wireframe Implementation..................................................................................................15
Surface plane............................................................................................................................19

2USER EXPERIENCE DESIGN
Visual design........................................................................................................................20
Colour scheme......................................................................................................................20
Typography and Fonts..........................................................................................................20
Conclusion................................................................................................................................20
Bibliography.............................................................................................................................22

3USER EXPERIENCE DESIGN
Introduction:
The user experience is the experience of a user of a particular product. The job of an
UX designer is to design a product that gives the best user experience that is possible. The
case study given for this task is to upgrade a website known as Click Retail. Click Retail is an
online store in United Kingdom that sells electronic goods, toy and clothing. Click Retail has
decided to improve its user experience to attract its customers and be ahead of its
competitors.
The aim of this project is to upgrade the website of the online store Click Retail and to
give a good user experience to the customers visiting the website. The report focuses on the
qualitative interview of the users. The report discusses about the principles of the user
experience that can be applied to the design. The report also focuses on the creation of an
application structure and information architecture or the structure phase. The report focuses
on the creation of wireframe for the skeleton plane and last but not the least the report
discusses in detail the implementation of user interface prototypes for the surface plane.
Discussions
Before doing any project, there should be proper planning of the project. The planning
stage is the stage where the customer is mostly prioritized. In order to understand the need of
a customer in a website is very important. To give the users a very good experience,
according to Jesse James Garrett, the E-commerce website of Click Retail can be divided into
two parts: the need of the users that is obtained through research and the objective of the
business.
Business aims of Click Retail
1. To know the customers:

4USER EXPERIENCE DESIGN
To understand the customer needs is the main aim for any E-commerce website. The
profiles of the customer are created for getting a better idea of the customer’s needs.
2. To maximize the data: The insights that are behavioural can be attained by collection
of data by the customer. The feedback of the data of the customers can be attained
from the various department of the company. The amount of data is directly
proportional to the growth of the organization.
3. Good customer services: The culture of customer centric is made from the beginning
to the end of the system so that the services of the customers run without any
obstacles. The associates of the line are empowered. By building, a strong connection
with the customers can be helpful and very efficient. The services towards the
customers can be improved through this feedback.
4. Innovation: By not being afraid of failure, the ideas of innovation should be
implemented and shared. The main business goals of the E-commerce website are to
update the technology that is existing for getting a better experience.
5. Creating CRM strategy that is comprehensive: The behavioural and the transactional
data are mixed with the technology for developing the profile of the customers. The
technology and the data is used value adding to the customer experience.
Click Retail, the E-commerce website has a good layout that consists of the following:
 Customer login
 Customer search or products
 Customer payments
 Customer buying history
 Admin login
 Admin search for all orders

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 Nearest branch finder
 Market place
These are the needs of a website to run successfully.
Strategy plane:
Project objectives
Strategy is very essential layer for the user experience design, as the requirement of
the user needs to be fulfilled. The concerns of the strategy that are same are being applied to
the software products and the spaces of information. The main aim for developing a site is
fulfilling the needs of the user that is externally received.
User needs
It is essential to understand the need of the user and how it matches which the goals
that are needed. Before starting the planning of the strategy, it is essential to understand the
customer needs. A user experience helps the E-commerce site to increase its productivity as
well as minimizing the risk of development of the product. The first thing that is needed in
the designing of UX is research. There is a three-dimensional framework to map the user
need research.

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Figure 1: User needs for the Website
Agile methodology
A strategy that is properly designed consists of the research that is data driven and it
gives an idea for site designing. Two types of research methods are used. First, is the
qualitative and second is the quantitative. By relating to the theory that is obtained, the user
profiles are defined that allows building the scenarios, user stories and user flows. The
requirements that can change for different users are being highlighted by the stories of the
user and the process of scenarios then elaborates the stories of the user. Therefore, on these
stories and the scenarios a flow of the user is created. After getting a clear idea about the
product, new ideas that are creative can be traversed. This idea will then lead to the
wireframes and gives an idea for the layout and functionality of the website. Some of the
functionality can be added by making the prototypes. After the addition of the functionality,
the visual design of the website can be done. The visual design can be done by building a UI
Click
Retail
page
swapping
is fast
Website
divided
into
sections
payment
options
are
flexible.
Security of
the
website is
very good

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library. The interaction and the responsiveness with the product are to be considered at the
last of the process. Testing a product that is designed is very essential as the product need to
be successful when it is put out in the real world. A/B testing is a testing that is done for
examining the things, along with the surveys thatallows the user that is active to give
opinions that are honest. The Click Retail website can be improved by giving the strategy
plane.
Questionnaires
User 1
User name: Lorraine
User Role: Government officer.
1: How the customer logincan be improved
in the website Click Retail?
While upgrading the website, the customer
login must be properly secured with
password type authentication so that
unauthorized user can enter the website. The
login page of the website must be properly
crypted to stop the hackers from entering
the site
2: How can the customer search for
products made easy?
The customer search for products can
beeasy by dividing them into different
sections such as the electronics goods in one
section, toys in one section and the clothing
in one section. This is turn should be
divided into subsections such the electronics

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can be divided into mobiles, television,
laptop and many more. The toys section can
be subdivided into soft toys and the other
type of toys that are available. The clothing
section can be divided into men and women
and then into different types of groups such
as shoes, jeans, shirts and many more.
3: How can the customer payments made
easier?
The customer payments can be made easier
by introducing different payment modes.
The different modes of payment can be cash
on delivery, payment through paytm or
other online transaction applications and by
debit cards. The payments can be made
easier through this.
4: What is the importance of customer
buying history in this E-commerce site?
The importance of customer buying history
is that it helps the admin to understand the
likes and dislikes of the customer. The
customer history defines the future
purchases of the customers.
5: How can the admin login improved and
made easier?
The admin login can be improved by end-
to-end cryptography and through password
authentication. It can be made easier by

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giving the facility of logging in from
anywhere and from any devices such as
mobiles and tablets.
User 2
User name: Elaine
User role: employee
1: How can the customer login be improved
in this E-commerce website?
The customer login can be improved in this
E-commerce site through good security
measures such as through password
authentication and information
authentication. Then it can be crypted
through end-to-end cryptography.
2: How can the customer search for products
made easy?
The customer search products can be made
easier by grouping the products into different
sections and it will be easier for the
customers to search for the products.
3: How can the customer payment made
easier?
The customer payment can be made easier by
online banking and cash on delivery
4: What is the importance of customer
buying history in E-commerce site?
The importance of customer buying history is
that the customers like and dislike can be
known through this history
5: How can the admin login can be improved The login of the admin can be made easier by

10USER EXPERIENCE DESIGN
and made easier? logging in from different places and from any
system.
User Persona
User 1
Demographics Employed
Age: 30
Unmarried
Male
background Lorraine buys clothes, shoes and electronic
goods from online shopping website
needs To get a good user experience of the online
retail site Click Retail.
Goal To get a good user experience by using the
website. The website is good and attracts the
customers as it is divided into sections.
Perception Lorraine wants to buy from a store that has
good user experience; the security of the
website is good and gives good
recommendations of the items that can be
bought.
User 2

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Demographics employed
Age: 28
Married
female
background Elaine buys clothes and accessories from
online retail store
needs The need of Elaine is to get a good user
experience of the website. She buys from this
website because the sections are all divided
goal The goal of Elaine for shopping from this site
because this store has good security, good
user experience, sections are divided and
gives recommendations
perception The other sites are not as good as the Click
Review. She expects the other sites to have a
good user experience and good security,
payment modes are different that is cash on
delivery, online banking and through debit
cards.
Scope plane
Business requirements
The scope plane gives the structure of the various functions of the site and the
features. The plane of scope of the site gives an idea of the features and the functions. Very
few sitesgive the users for saving the addresses that are used previously so that the addressed