ExSoft Ltd: Click Retail UX/UI Design Report and Development

This report presents a comprehensive UX/UI design for Click Retail, a UK-based online retail store. The project focuses on improving the online store's user experience (UX) and user interface (UI) to enhance customer satisfaction and competitiveness. The report begins with an introduction and a discussion of Click Retail's business aims, including maximizing data, meeting user requirements, fostering innovation, and creating a CRM strategy. It then details the implementation of Jesse James Garrett's UX design strategy, covering the strategy plane, UX design objectives, user requirements, and the application of agile methodology. The report delves into user research, including user interviews and the creation of user profiles. The scope plane, structure plane (site navigation, information framework, card sorting, site map), skeleton plane (wireframe execution), and surface plane (color scheme, visual design, font, and appearance) are also discussed. The report provides a detailed analysis of the design process, including the user journey, task model analysis, and MoSCoW prioritization. The report provides a detailed analysis of the design process, including the user journey, task model analysis, and MoSCoW prioritization, ultimately providing a design framework for Click Retail's online store. The assignment concludes with a reflection on the design process and references to relevant sources.

Running head: UX AND UI DESIGN OF CLICK RETAIL
UX AND UI DESIGN OF CLICK RETAIL
Name of the Student:
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1UX AND UI DESIGN OF CLICK RETAIL
Table of Contents
Introduction................................................................................................................................3
Business Aims of Click Retail...................................................................................................3
Implementation of Strategy of Jesse James Garrett in UX designing........................................5
Strategy Plane.........................................................................................................................5
UX Design Objectives........................................................................................................5
Requirements of User.........................................................................................................6
Agile Methodology............................................................................................................6
Mental Model.....................................................................................................................7
Questions of User Interview...............................................................................................7
User profile.......................................................................................................................11
Scope Plane..........................................................................................................................14
Business Needs.................................................................................................................14
User Journey.....................................................................................................................15
Analysis for Task Model..................................................................................................17
MoSCoW Inspection........................................................................................................17
Structure Plane.....................................................................................................................18
Site Navigation Design....................................................................................................18
Information Framework...................................................................................................19
Card Sorting.....................................................................................................................20
Site Map...........................................................................................................................20
Skeleton Plane......................................................................................................................20

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Wireframe Execution.......................................................................................................20
Surface Plane........................................................................................................................21
Colour Scheme.................................................................................................................21
Visual Design...................................................................................................................21
Font and Appearance........................................................................................................22
Conclusion................................................................................................................................22
References................................................................................................................................23

3UX AND UI DESIGN OF CLICK RETAIL
Introduction
United Kingdom has seen an enormous growth in online retailing in past few years.
Click Retail is one such company present in United Kingdom. For satisfying the customer
and being in lead in the competition, it is decided by organization for improving the design of
online store. The primary focus of this project is presenting the framework of digital store’s
design that can be created using theory, implementation skills and UX design. Full cycle of
UX design and analysis can be implemented with strategy of Jesse James Garrett in designing
digital product.
An ideal strategic plan is required before beginning with development of project. This
is the platform where the requirements of user is preferred. The customer’s requirements
within a website are required to be recognized. Developer’s major concern is the user’s
importance for the organization. To provide optimal experience to user, as stated by Jesse
James Garrett, two sections are to be made of the website of Click Retail: requirements of
user that is gathered with help of research work and the business’s objectives or the project’s
objectives.
Business Aims of Click Retail
1. Maximization of Data: Behavioural understanding can be gained with the collection
of user’s every input. The feedback of user can be gained from alternative
departments within the organization. The more is the quantity of data, better for the
company.
2. Requirements of User: Any wholesaling website’s primary objective is achieving the
requirements of the user. User profile or persona is developed for better understanding
of the user’s requirements.

4UX AND UI DESIGN OF CLICK RETAIL
3. Providing better assistance to user: Culture orientated to user is built from system’s
starting to ending as no hindrance should be there in the service provided to customer.
4. Innovation: Ideas for innovation needs to executed for website’s better development.
The major business goal of online wholesaling website is modifying the technology
that exists already to provide better experience and service to user. Better service can
be provided through innovative technologies.
5. Creation of CRM strategy: Technology and system of the website unite the
demographic, transactional and behavioural data for profile development of user.
The designing of Click Retail, an online wholesale department store consists the following
options:
 Login
 Admin Login
 Search by Customer
 History
 Payment
 Closest brand locator
 Search every orders
 Market place
These are the website’s minimal requirements for successfully running. Hence, the
objective of ExSoft Ltd, a company for software development in developing the site
associated to these particular areas in providing optimal experience to the users. A research
activity is done with demographic elements like requirements of user, their outlaying
patterns. Three kinds of dimensional designs are used.

5UX AND UI DESIGN OF CLICK RETAIL
Implementation of Strategy of Jesse James Garrett in UX designing
Strategy Plane
UX Design Objectives
Strategy is a crucial layer in UX design as the requirements of user are to be satisfied.
Concerns related to strategy applied are similar to both software objects and information
spaces. Satisfying the customer’s requirements is the main objective to create a website. The
user’s requirements are essential and how it can be achieved with other several objectives
needs to be known. It is important to understand user requirements before planning the
strategy. UX strategy increases ROI and production and risk in development of product is
reduced. Research is the initial thing which is needed to design UX.
Data-driven research creates the strategy design and a clean idea is provided in designing
the site. Research methods used for UX designing are quantitative method and qualitative
method. According to the theory, personas for users are created that allows creating
scenarios, user flows and user stories. The user's requirements are mentioned in the user
stories that may change for several users. Scenarios then describe the stories. Finally, user
flow is being created as per these scenarios and user stories. New ideas can be explored after
getting details of the product. Creation of wireframe can be done by these ideas and gives
idea about layout and functionality. Prototype creation can add many functionalities. Visual
design can be completed now. A pattern library or style guide for UI helps in designing of
visual. Finally, the product’s responsiveness and interaction is considered. Testing of
designed product is also important as success of the product is required in real world. For
assessing, A/B testing can be used with surveys where an active user can provide honest
reviews. Improvement in the Click Retail website can be done by using strategy plane with
respect to this website.

6UX AND UI DESIGN OF CLICK RETAIL
Requirements of User
It is essential in understanding the needs of user in the site to successfully run a site. It is
required to match with the objectives which are needed. It is important to keep in mind the
requirements of user before starting to plan strategy plane. Improvement in production in
websites of E-commerce along with reduction in risks for product development can be
achieved by UX design. Initial requirement in UX design is research work. A provided 3D
framework of user map is needed in research work.
Figure 1: Requirements of User Diagram
Agile Methodology
An ideally designed strategy has the data-driven research and the design of the
website is given. Two different research processes are used namely quantitative method and
qualitative method. Agile methodology is chosen as the design can be altered whenever
needed, unlike several other methodologies that cannot be modified. The user profiles are
Click
Retail
Page
swapping
is quick
Several
sections of
website
Website
securiy is
good
Flexible
Payment

7UX AND UI DESIGN OF CLICK RETAIL
demonstrated which allow in creation of user flows, scenarios and user stories. Assistance in
visual designing helps to build UI library.
Mental Model
Mental model can be termed as human perception in working out something that
depends on events taken from the past. Description of customer’s mental points are given
below:
 Click Retail’s navigations usage is essential for website.
 Steps for secure login are unessential in loss of financial and private information.
 Too many information and promotional offers in the site which can be really
irritating.
Questions of User Interview
The requirements of user can be gathered from interviewing customer, along with the
product or system’s viewpoint. The answers obtained from the questions asked can be used as
primary feedback. Many interviewers are questioned for the work of research who are not
company’s employees. The analysis of qualitative method in this scenario is really helpful in
this respective case. Several questions are provided below to understand relationship between
customer and employee.

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Figure 2. User Questions Diagram
Question Questions of Interview Choices
1 Do you prefer online shopping? Yes ☒
No☐
2 Do you pay via online transactions? Yes☒
No☐
3 Which websites are preferred by you? www.currys.co.uk
www.marksandspencer.com
www.argos.co.uk
4 Is the website of “Click Retail Store” user
friendly?
Yes ☒
No ☐
5 Is category for different colors available? Yes☒
Aim
Process
Performanc
e
Composition
Hypothesis

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No☐
6 Is one-day delivery services available? Yes☒
No☐
7 Are the return policies customer friendly? Yes☒
No☐
8 What are the essential elements required for
website of an online retail store?
User friendly Interface for
customers to surf the
website easily.
Security of data.
Privacy of personal
information provided by the
customer while checkout.
9 What do you want to view as navigation panel
options in the site?
Information should be
connected in series for
easier accessing of the user.
10 How do you think the existing website can be
modified?
The feature of newsletter
subscription can be added to
the website.

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Questions of User Interview for Online Retail Store:

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