UX Process Execution:
Step 1: Tests with users
During the first stage of designing the first mock-ups of the new store with the Empik team, we decided to verify them with usability tests. For the test we invited 32 people, including 16 who were regular customers and 16 who never had any contact with Empik.com. The study took place in a remote office with the help of moderators. The task of each tester was to go through scripted scenarios on both the desktop and mobile versions.
During our research we utilized loud thinking, which consists of continuous expression of thought by the researcher. This helped us to identify the main concerns of potential customers, and also to observe moments that had a negative impact on user experience.
Step 2: Design support
The first tests allowed the screens to be modified so that they were more user- friendly and understandable. Then, as we proceeded to the next step of redesigning the shopping cart and screens in the shopping process. Finally, a fully clickable, advanced prototype of the desktop and mobile site was developed, which we reassigned to the users for evaluation.
Step 3: Final review with users
We conducted another usability study with 32 users, under the watchful eye of a moderator. For this review, we created a pre-made, clickable prototype of the site for both the desktop and mobile versions. The prototype allowed users to go through the entire checkout process – from dropping the product into the basket, entering a discount code and placing an order.