Use Case for Purchase Experience Improvement
This use case will overview the flow of the online tickets purchase for an amusement park. The project was prepared for the Convious company.
UX/UI DESIGN FOR PURCHASE EXPERIENCE
In order to improve the purchase experience, I was following Design thinking methodology that provides a solution-based approach for problem solving.
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1. Empathise
First, we was trying to gain empathic understanding of the problem which should be solved. First application development stage involved users and their pain points together with needs investigation.
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2. Define
During the Define stage, users observations were analysed and synthesised to define core problems.
3. Ideate
After first two stages I was ready to generate ideas. Brainstorming session combined with competitors overview helped me to expand the problem space.
​4. Prototype
First I have created user flows and built low-fi prototypes to test them before starting high-fi prototypes. After the test was conducted high-fi prototypes were prepared for the final test and hand-off for development team.
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5. Test
Usability test was prepared to evaluate effectiveness, efficiency and user satisfaction of new purchase experience.
Empathise and Define
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By looking at the current purchase experience user journey we can identify main issues and improvements that can be applied:
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Issue: Bad visibility of the product information: images, naming convention, attributes, specifications, quantity, price.
Improvement: More outstanding visual cues, improved readability, emphasised product categories, and short but clear descriptions for quick information scanning.
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Issue: Products do not include visible prices.
Improvement: Add price to the product/ticket selection step.
Issue: The amount of steps that the user needs to do is not visible, which might have an impact on the conversion decrease.
Improvement: Single page checkout process can boost conversion rate. All the required fields are included on a single page making it easier for customers to complete the purchase without having to navigate through multiple tabs and windows.
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Issue: No option to navigate back to the products list and apply change if needed. The user needs to cancel the whole purchase and start over again.
Improvement: Bring flexibility to navigate easier and change user selection. Also, the shopping cart experience could be optimized by helping customers get discounts and see the prices for selected products and applied discounts.
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Original Design
1. User needs to choose the type of the ticket. Additional there are parking ticket option included.
Cons: Different informational categories are mixed together
2. User selects the secondary category for the selected ticket type.
Cons: Too many sub-steps.
Re - Design
1. One-pager experience was chosen for an improvement of the purchase experience.
Minimised amount of ticket categories.
Pros: User can easily see all steps that are needed to be done in order to complete the purchase.
2. dates availability and price ranges were emphasized with color codes.
Pros: It is easier to scan information and see all the needed prices in one area.
3. In order to avoid user's frustration, we provide an ability to skip additional services steps.
5. Increased visibility of promo code application and price changes.
4. Simplified payment section