User Experience Design for E-commerce: A Case Study

Desklib provides solved assignments and past papers to help students succeed.

User experience design
1

Table of Contents
Introduction.................................................................................................................................................3
UX qualitative interview.............................................................................................................................4
Persona........................................................................................................................................................8
UCD principles..........................................................................................................................................11
UX process mapping techniques................................................................................................................13
Information architecture concepts.............................................................................................................14
Wireframes................................................................................................................................................16
UI prototypes.............................................................................................................................................17
Conclusion.................................................................................................................................................20
References.................................................................................................................................................21
2

Introduction
The assignment is based on the principles of UX/UI design and techniques for the same. The
assignment aims to build an understanding of the usefulness of US/UI principles. This helps to
identify the ethical standards of the development and design of interactive systems. This helps to
develop the ability to evaluate, test and design the principles of UX design. According to the
scenario, a company named Click Retail wants to improve the layout of the online store to
improve the experience of a customer. The products offered by the store are electronics, clothing,
toys, etc. This report includes the design and development of a UI based on the scenario. The UI
is developed using principles of UX design. The implementation of the UX design and analysis
is done with the help of Jesse James Garret's methodology. The report also includes wireframes
of the design for better understanding.
3

UX qualitative interview
UX designers should conduct UX research to understand the aspects of the good design of UX. It
is a method that is used by the researcher to know about the user's interest. This is an easy
method to collect the data. These interviews give an idea about what users think about the
services, products, website, etc. This helps the researcher to point out what ideas can be used for
improvement (Rosenfeld, et. al., 2015). These interviews can be done in different stages such as
before designing, at the end of usability testing. This describes the beliefs and experiences of
individuals. Unlike quantitative research methods type of questions asked are open-ended
questions. The form of data produced is descriptive data.
Figure 1 Basic user requirements
4

This research helps the UI/ UX designer to understand the following:
 Knowledge gap to consider
 Level of understanding about users
 Methods to develop and improve the UI
UX qualitative research methods include interviews, surveys, and questionnaires, focus groups,
the process of observation, projective techniques, usability tests, card sorts, tree tests, personal
development, A/B tests, etc. (Subrahmaniyan, et. al., 2018).
Characteristics of the qualitative research methods:
 In this usually data is gathered in multiple forms such as observations, interviews, and
documents instead of relying on a single source of data.
 Help to solve complex issues by dividing into inferences that are easy to understand and
readable by all the users.
 Help to build and maintain trust on the researcher (Brannen, 2017).
 In this researcher gather data at the site where users are facing problems. This is real time
data.
Qualitative research interviews are of three types:
1) Ethnographic interviews: In this type of research interview the user is observed by the
researcher in own environment to understand the approach of a user to accomplish the
task.
2) Directed: In this type of interview, some set of questions asked by the researcher and
then the researcher compares the responses of the users (Taylor, et. al., 2015).
3) Non-directed: In this type of interview, the researcher has a common interaction cum
discussion with the users.
5

Figure 2 qualitative research methods
Qualitative interview:
To create a qualitative interview following steps are followed:
 Setting the interview goal
 Make user comfortable
 The anticipation of various responses
 Create follow up questions
 Conduct user research (Rosenfeld, et. al., 2015)
Qualitative interview questions for the given retail UI design are:
 What can be considered as upright customer service?
 What features a UI should have for retail business?
 What improvements can be done in the suggested UI design?
 What functionality can be added to make this more user-friendly?
 What payment options can be added to make the journey of payment convenient?
 What did you like the most about the experience?
 Is UI mobile friendly and responsive?
 How much you rate the page loading time on a scale of 1-10?
6

 Is the website secure enough?
 Is it easy to search and find the desired item?
 What other features would you like us to offer?
 What made you quit/exit the UI?
Implementation of the UX design and analysis is done with the help of Jesse James Garrett's
methodology for digital product designing. It is a conceptual model. Its element describes UI
design as a process. It has 5 Plane which helps to understand the expectations of the user, the
behavior of the user, this will impact on the design and behavior of the interface
(Subrahmaniyan, et. al., 2018). 5 planes are strategy plane, scope plane, structure plane, skeleton
plane, and surface plane.
Strategy plane: This plane help to find what user and business want from the product. This has to
be straightforward. Indicators, success matrices should be defined at this stage. These help to
check whether the product is meeting the goals or not.
Scope plane: This starts after the determination of the strategy. In these features, content and
functions are identified. This help to identify potential issues at the start.
Structure plane: In this stage product's conceptual structure is created that deals with how the
system responds to the user. It deals with the arrangement of the elements. It focuses on how the
task is going to be performed (Perdomo, et. al., 2017).
Skeleton plane: In this stage aspects of navigation, interface and information design are
identified.
Surface plane: In this stage, functionality, content, and aesthetics come together. This will create
a final finished design that fulfills the goal.
7

Persona
Persona represents a group of users who show similar patterns irrespective gender, age, location,
profession or education. These patterns or behavior are precise to a product, technology,
preferences, decisions, style of usage, etc. The generation of persona allows the organization to
understand the user and customer type who frequently use or engage with the services and
products offered by the organization. This helps the UX/UI designer to create influencing
business techniques and designs to make the user experience better.
Name: Maria
Age: 32
Status: Married
Location: UK
Occupation: Salon
owner
Motivation
Less loading times
Personality
Extrovert
Thinking
Judging
Goals
Personalized suggestions for
products
Rewards and points
Customization of products
Interests
Fashion and beauty
Frustrations
Security issues in the application
Long payment process
Fewer options for a particular
product
Favorite brands
Huda beauty
Lakme
Bio
She is a salon owner. She wants
various beauty and grooming
products at a reasonable price.
8

Name: Jill Anderson
Age: 29
Status: Single
Location: UK
Occupation: Architect
Motivation
Affordable price
Personality
Organized
Particular
Protective
Goals
To optimize the task execution
time and complexities
Easy user interface
Include advance features
Interest
Design
Home furnishing
Frustrations
Delivery issues
Fewer features
The high delivery charge on a
single product
Bio
She is an architect based in the
UK. She travels very often to
various locations. During traveling
she wants things to be done
smoothly.
Name: Alex
Age: 31
Motivation
Affordable price
Personality
Talkative
Open mindedGoals
9

Status: Married
Location: UK
Occupation: Showroom
Bulk products at less price
A vast range of products and
brands
Interest
Electronics
Clothes
Home furnishing
Frustrations
Fewer product options
Improper packaging of delivered
items
Bio
He is a showroom owner. The
showroom has various items
including clothing, electronics,
home, and furniture, etc.
10

UCD principles
Systems are required to be designed to fulfill the goals of the business and the industries. Fancy
features and capabilities of the technical software and the hardware tools. All these designs are
provided to the user which is the essential and the necessary part of the process. User-centered
designs are basically the concept of the tool designing (website or an application for an instance).
It is used to design an application or a website to get the perception of the user (Rivero and
Conte, 2017). The system is implemented to aim the beliefs, attitude and behavior of the user. If
UCD can be incorporated into a design then it will output a product that is capable of delivering
a more user-friendly, satisfyingly, and efficient experience for the customer. This will lead to
customer loyalty and increased sales. To focus on the usability in the whole development process
and lifecycle, UCD principles are used. Basic principles of the User-centered design are:
1. Design for the users:
For the interactive systems, isolation does not work because they support what is used for
performing the task. Make user support centered which is the key to make task-oriented
and user-centered (Zein, et. al., 2016). All this consumes the whole period and hence it is
important for the designers and the developers to focus on the user population and take it
into the account.
2. Maintain consistency:
The system needed by the user should be easy to learn with understandable and minimal
requirements. The behavior of the elements of the interface should be consistent. It
should be maintained with the existing system as it begins at the initial phase itself. A
new design approach can be used to counter interaction (Li and Cai, 2016). Its main focus
should be on the part that how it will be used in the issue of consistency. This will be
helpful in determining the perception of the approach by the user and the time consume
for learning.
3. Use natural and simple dialogue:
The application or the website should allow the proper interaction by enabling a dialogue
with the user. The user should view the information on the website or an application that
Is relevant and necessary or the completion of the task. Irrelevant information puts the
11

user in a situation from where he can be distracted or maybe it can create a more complex
situation for one. Plain English and basic vocabulary should be used so that the users can
found themselves in an easy situation. Terminologies should be used that carries out the
similar meaning (Kashfi, et. al., 2019).
4. Reduce the mental effort done by the user:
A user wants to focus on the task and don't want to worry about the tools used. They get
frustrated and irritated when the interaction is complex with the device. Very much effort
lead to making the system less efficient and are prone to errors. This leads to a loss in
business that relies on the task results. The task’s frequency is important because users
didn’t have to memorize the content and information form the art that has already
implemented and used in the next module (Surnina and Reimann, 2015). Proper and well-
defined documentation should be provided for the usage of the system.
5. Provide adequate feedback:
The user always requires the assurance about their successful completion of the task or
the action. This can be made as to the evidence at the time of the achieved completion by
an appearance change. The indicator should be provided if the completion takes longer
time than expected which helps the keeping the user in confidence. System's internal
affairs should be kept away. Interaction's various levels should be backed up by taking
the feedback. At lower levels, when the operation gets successful confirmation message
gets displayed (Rivero and Conte, 2017). Extremely long operations are verified by the
system itself when it gets complete.
6. Provide an adequate mechanism of navigation:
Navigation should be easily used by the users to know their position in the site. This
could be possible by the application of a consistent and efficient mechanism that is useful
for the title assigned and the indicator usage like scrolling bars and page numbers. Things
that can be involved in the overview are the history and the navigation map. Clear and
proper routes should be provided between different windows (Zein, et. al., 2016). There
should be an emergency exit so that the user can immediately exit from the situation
where he/she should not intend to be.
7. Allow the user to take charge:
12