1. The UX Review
October 25, 2017
Version 1
Joe Leech

2. High level findings Website / App Section
Finding one / Evidence / Recommendation
Finding two / Evidence / Recommendation
Quick Wins / Usability Issues
Recommendation
Long Term / Business Challenges

3. Example customer journey
Facebook Ads
12%
Paid Search
20%
Organic Search
27%
Facebook Page 2%
Direct
- to
newsletter
12% 8%
Retention
Landing page (s)
60% exit rate
Product Page
76% exit rate
Attraction
Cart / Basket
12% exit rate
Enter payment
11% exit rate
Done
Activation

4. Product Page » Re-order link is hard to find
When an item is out of stock a link is shown to contact to reorder the item.
Severity:
Quick Win
The link is not easy to see.
Recommendation: Make the link a button.
Serious
Customer Experience Issue
Asking the customer to re-order an out of stock item is not a normal or expected interaction.
James would not expect to have to reorder the item, he would expect it to be automated.
That’s not like everyone else does it.

5. Online Shopping Experience
Raj
Frequent fashion buyer
Her goals / motivations / worries
To buy some new running shoes
They need to be comfortable
Understand the fit
If they don’t fit can I return them?
I need them quickly as I want to use them this weekend
We Must
Help her find the right shoe
Giver her confidence they will fit
Buy quickly with minimal fuss
Give her confidence we are a reputable retailer
Our goal
Buy shoes
Not return them
Buy more items at a later date
We Must Not
Elongate the process
Seem complex
Give her a reason to return to Google
Online Shopping Experience
None
Lots

6. Name Strap line / Descriptor Photo Her goals / motivations To… We Must
Grab a photo from
Her goals / motivations
To…
We Must
Show her…
Help her…
Give her something new every time she comes back
Our goal
Come back daily
Share with her friends via Facebook
More business goal / metrics
We Must Not
Alienate her with technical language
Another…
[eg Experience]
xxx
xxx

7. PIE Potential Importance Ease PIE Score 10 8 9.3 7 3 6.0 9 5 7.7
User Journey
Business drivers
Traffic Volumes
ROI
Technical Effort
Design Effort
Marketing Effort
(low is harder)
Analytics
User Research
Persona Needs
Priority
UX Issue / Recomendation
Potential
Importance
Ease
PIE Score
Payment page fixes 10 8
9.3
Landing page: live stock count 7 3
6.0
Remove cart go direct to payment 9 5
7.7