JET is a new e-commerce site that takes advantage of the power of annual member subscription to provide lower daily price for its members.
UX Audit of JET’s iOS application
Currently, JET’s first main call to action ‘Shop’ leads the user to the product category page. As most users are unaware of which category exactly is the product they are looking for, some of them were led astray and they ended up leaving the app frustrated.
Empower users by designing a seamless searching experience to help them find exactly what they need as fast and as accurate as possible.
Limited timeframe: 2 weeks
As this was a UX audit project, I was working with little to no insider information from JET
Sole product designer.
Based on a one-click test, my design recommendations resulted in a greater than 40% increase in the chance of users’ ability to find the product they are looking for—compared to the initial guerrilla usability test result.
(increase from 54% to 100%)
Notes: At the beginning of my testing, I contacted JET to share my research findings. In the end, I presented my findings through a comprehensive video conference with one of the Project Managers from JET. She shared several internal insights that were really helpful in giving me a better understanding of the company’s constraints and the bases of their design decisions.
Selected design process:
HYPOTHESIS: Find product faster and more accurately
I believe that making it easier and faster for a user to find the product they are looking for will increase engagement and potential sales.
I will know this is true when I see a significant increase of more than 20% of users be able to find the product they are looking for in under 30 seconds.
The three steps below helped me formulate the main hypothesis that drove the rest of my usability experimentation.
I wanted to understand the motivation that the users have when opening JET, the task that they are trying to accomplish, and what are the consequences that happens as the result of using the application.
This provisional persona was created based on the preliminary research and understanding of the target user of JET.
I interviewed 5 current Amazon.com users and asked them some basic questions:
And the major consensus answers were listed below:
Imagine that your vacuum cleaner just broke and you are in the market for a new vacuum cleaner. You are interested in purchasing the best vacuum you can buy on a budget. Your friend told you about a new thing called ‘Jet’ that has really good deals, show me what would you do to find it.
” What if I can’t find it? “
” There’s a search button?! “
Time it took her to find the vacuum page: over 1 min 30 sec
Ultimately, users were not able to find what they were looking for!
Affinity map helps me decide on which pain points to address first. Although 7 out of 7 users were looking for product reviews, I had to prioritize the critical issues first. In this particular case, users will not even arrive at the product review problem if they are unable to find the product that they are looking for.
Therefore, the most important issue to address is: searchability
I referred back to the initial Hypothesis in the creation of JET’s Design Story. In order for me to be extremely thorough with my design decisions, I created a list of all the elements that need to be addressed in my redesigned to successfully help user find product faster and more accurate.
Below is the modified user flow. The yellow lines represent potential design opportunities that I further explored during my ideation step.
I spent the first couple of sketches drawing everything in the proper scale of an iPhone 6 screen. However, I realize that I was limiting myself from the ability to iterate quicker.
So on the second round of sketches, I decided to start drawing smaller and faster with the main goal of putting down as many iterations as fast as I can.
After sketching several ideas, I spent some time going back to the user flow and using dot stickers, I identified which ideas can potentially solve which pain points.
The winning solutions were the ones that solve more than 1 issues at a time.
These selected solutions were then brought into high-fidelity prototypes and went through several rounds of iterations before arriving at my final design recommendations.
1. Make the search bar more prominent by treating it as the main call to action on the Home Page
2. Display recently searched and viewed products on home page
Here is how I imagine the interaction of the new home page will be:
3. Smart default sorting on Category Page: alphabetically
4. Display search icon on Category Page
5. Display past and recent search queries used on empty searching state
(when user tap on search to begin searching)
6. Display both categories and sub-categories on search results
7. Use Predictive Text to quickly provide suggestions to users
8. Utilize ‘empty searching state’ page by displaying past/recent search key terms
9. Provide a quick way to help understand why they land on this particular page
10. Provide reasonable suggestions based on the current search query used
11. Enhance sorting and filtering interaction
Here is how I imagine the interaction of the new filter and sorting feature will be:
I decided to create 2 different clickable prototypes in order to display both conditional situation that might arise during user’s process of finding a specific product.
I took the ‘Success Search Flow’ prototype out into the wild and ran a One Click Test using the same scenario from the initial guerrilla usability test.
I approached 7 users and told them the same scenario.
Based on a one-click test, 7 out of 7 users would go directly to the search bar in order to accomplish their task (finding a vacuum cleaner)
This is a greater than 40% increase in the chance of users’ ability to find the product they are looking for—compared to the initial guerrilla usability test result (increase from 54% to 100%)
By the time I presented this project to a PM from JET, the iOS application has gone through so many rounds of iterations and therefore no longer look like the version that I worked on! Even so, through my conversation with Lizzy Kiat (a PM at JET), I learned that there were plenty of internal constraints in play when JET launched their first couple versions of iOS app.
With new information on hand, the next reasonable steps is to run a similar test on the new version of the app and see if similar issues still persists.
Working on JET iOS Application taught me to never be afraid to reach out to someone from the company for the product that you are analyzing! Not only that I was able to present my findings to real stakeholders, I was also able to learn more internal constraints and understand the reasonings behind why specific design decisions were made.