Assignment 3 User Research Report Document Online Clothing Store By Chris Kazanjian, Loren Smith, Jess Hartig, and Jeremiah Lyons
DESCRIPTION OF USERS User Audience Male and Female Ages typically ranging from 15-40 Typically fit, or someone who exercises and would have interest in sportswear Goals The main goal of the user is to find, buy, or browse sportswear. Secondary Goals: Find contact information about the company. Find out what clothing lines are on sale, what is coming up, etc. Find a store location nearby and their hours. Learn more about the company itself. Tasks they will perform Customers will look to sign up for a membership program. Previous customers who are members will look to sign into their account. Customers will navigate from the homepage to explore various clothing brands Customers will look for contact information to ask questions Customers will look for store locations nearby and their hours for in-store purchases. Customers will navigate to find specific clothes they had in mind before visiting They will perform a checkout process to buy their item Select an item Determine a size in stock Determine a color in stock Add to cart sign in(if they haven t already) Continue shopping or Purchase item Enter Credit Card information Enter shipping information Check out
Primary devices or viewpoints Cell Phone Laptop Desktop Ipad Television (unlikely)
RESEARCH METHODS Survey Questions How often do you shop online? Person One: One or two times a week. Person Two: once a month. Person Three: Twice a week. Do you shop at sportswear stores? Person One: yes, very often. Person Two: not usually. Person Three: occasionally. What do you generally look for when shopping? Person One: A vast array of choices in color and size. Person Two: A efficient and easy way to find what I need. Person Three: Finding the product I need fast. Do you have any difficulties when shopping online? Person One: Nope Person Two: I find shopping online to be complicated and a risk Person Three: Not really but it depends on the site and the way it s set up
COMPETITOR ANALYSIS Competitors: 1. Nike 2. Adidas 3. Under Armour 4. Reebok 5. Dick s
COMPETITOR ANALYSIS What are the common navigation elements? Shop by sport option Divide categories by men, women, boys, and girls Subcategories: shoes, apparel, accessories, new releases, best sellers, sale Social media links at bottom of page What are common styles? Logo at top left Top bar nav with large image or slider underneath Sales typically advertised near the top Cart and search bar at the top Black and white palette, minimal color Special features? Design your own option Track your order Gift cards Create an account Store locator
PERSONAS Grace, 24 Grace is 24 years old. She works at a local retail store as a manager. She is in a long term relationship and has no children. She is able to spend her disposable income on her personal wants. She lives in a rural area and spends a lot of time outdoors. In her free time, she likes to hike in the woods at her local park. Her and her boyfriend also run together on the weekends. She likes to keep in style with the latest trends, thus choosing to spend a decent amount on her wardrobe. She also likes to browse the internet in the morning before work occasionally. Dave, 39 Dave is 39 years old. He is married and has a small child. He is a teacher and works at a local high school. Between working and spending time with his family, he doesn t get to exercise as much as he would like. He will occasionally take his family to the park so his child can play and he can run. He is familiar with technology because he uses the computer frequently for work. He is new to online shopping, but has done it in the past when buying for his child. SCENARIOS Grace wants to find a new pair of running shoes and browse the latest jogging apparel. She logs into her account on the UI Sportswear website. She clicks browse on the home page and then selects shop by sport under women. She then clicks running and then the shoes option, finds a pair she likes, and adds them to her cart. She goes back to browse women s apparel and selects pants. She sorts them by newest and selects a pair to add to her cart. She goes to the checkout, enters her billing and shipping information, and submits her order. Dave is looking for an inexpensive pair of running shorts. He is not very concerned with the look of the shorts, he just wants the cheapest durable pair he can find. He creates an account on the site. He clicks the what s on sale option on the home page. He then selects men s and clicks on the pants option. He filters by shorts, finds a cheap pair in a color he likes, selects his size, and adds it to his cart. He then goes to the checkout and purchases his product.
PROPOSED PROCESS a. What major factors do you need to consider? We will need to consider design elements such as proximity and similarity when design our interface. We will also need to consider the element of simplicity in order to make the interface as easy to use as possible. The main pages we will need to consider are: Homepage Item selection page Item page Checkout page b. What process will you follow? We will first determine what the users needs and wants are on the site through research and audience analysis. Then, we will sketch the site layout and create a task flow of the two scenarios that we will come up with based on common tasks. After this, we will determine key screens in the scenarios and then test them for usability. Lastly, we will create functional wireframes that can be used to demonstrate the way that the interface would work. c. Describe the main categories of content needed on the site. Browse: each category will include apparel (shirts, pants, shoes, etc.) Men Women Children Shop by Sport New Sale Contact
REFLECTION When designing our site, we used several principles of perception to help it flow better. On each page, the navigation bar reflects proximity and similarity. Each button is the same size and is right next to each other. The similar shape and closeness indicate to users that they are grouped together and have the same purpose (to take you to a different page). On the search page, when looking at a list of multiple pages, there is also similarity. Each product image and title are the same. This way the users will not get confused when browsing. The similarity brings the focus to the clothing item featured in the image, rather than shape or size. The similarity of text also makes sure users will equally see all products on the page, rather than having a few stand out more than others. On the homepage, having the main focus be the featured photo and the navigation helps with peripheral vision issues. Users will focus on what is most important first and be able to find what they are looking for more quickly. The navigation bar displays visual hierarchy. When clicking on Men, Women, etc. there is a drop down bar that will display more specific categories. The font size will be smaller than the initial category, indicating that these are under that category. All design principles on this site were thought about carefully to produce the easiest and most efficient way to shop.