The Research Phase
Heuristic Analysis
In the heuristic analysis, I familiarized myself with the site's function, searching for virtual reality (VR) equipment as an example. I used a scale of 1 (low) to 5 (high) to measure certain criteria:
Consistency = 3
Different modes of searching (i.e. typing 'VR' or 'virtual reality' in search, or clicking VR categories) returned different page layouts and search results.
System and Real World = 3
The site avoided jargon, using common words and phrases. It struggled, however, in distinguishing differences between items (i.e. a VR headset is NOT a VR-compatible computer).
Aesthetic = 4
Relevant information was on prominent display. There was no overload of potentially irrelevant details that could unnecessarily scare users away. 
Satisfaction = 2
I began noticing issues with the site the more familiar I became with it. Pop-up surveys asking for feedback would appear at unusual intervals and browsing seemed unstructured. 
Overall Score = 3
The average score for the site was a 3. The strongest aspect was the aesthetic of the site, but the satisfaction can potentially hinder an otherwise pleasant experience.
Competitive & Comparative Analysis
Before I could get sucked into the vortex, I thought it important to see how other e-commerce websites fared. I selected Kohl's and Target because they shared similar levels of popularity among consumers with Best Buy. 
Contextual Inquiry
Instructions were to use Best Buy to purchase an item of their choosing. 
Persona: Tina Marks
Meet Tina. A "power user" who wants a simplified experience without distraction, she is not one person, but representative of the subjects of the contextual inquiry. She also wants to buy herself a Fitbit for Christmas.
Feature Prioritization: MoSCoW Style
With Tina's help, I could narrow the list of key features for the eventual design. I selected the MoSCoW method for its simple and straightforward application.  
The Design Phase
User Flows
Returning to the website, I charted the different paths a user like Tina could take to get to a Fitbit. There were 3, and it takes about 4-7 steps within each path just to get to Product Listing (except search!).
Old User Flow
For the new user flow, I wanted to reduce these steps. Search variations of Fitbit take the user directly to the Brand Page, and Products list all the categories on one page. I also temporarily removed the sign-in page, pushing the ability to make an account after an order is complete. 
User Flow Revision
Wireflow
I drew up lo-fidelity wireframes, making the search bar larger to accommodate users like Tina who skip browsing and enlarging images to encourage scrolling around the site for other users. I also reduced the checkout phase to a single page, making each step a separate tab that users can toggle between.
The wireflow shows the process of using the search bar through to the confirmation page after checkout.    
Next Steps
Moving forward, I would push the low-fidelity wireframes further into medium-fidelity, eventually breaching high-fidelity mockups. As a researcher, I would also create a clickable prototype for user testing to measure the redesign's usability, especially if it allowed Tina and others to complete the checkout process with little difficulty.  
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