Particular Audience
Client project
Provide actionable recommendations for a chrome extension tool that delivers the most relevant customer experience
My Role
I led a team of 2 UX designers on a 2.5 week sprint, collaborating on research and taking lead on strategy, client management, and redesign. Our recommendations are currently being implemented on a live product
Project Skills
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Prototyping (Figma)
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Usability testing
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Client management
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User interview
Project Overview
Our client, Particular Audience is a software management company that focuses on delivering relevant content to the end-user.
Currently, Particular Audience is in the process of launching a Chrome Extension tool. As opposed to being dedicated to a sole retailing company
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The product has undergone the first round of iteration with a decision to focus on electronics, where a target market has been explored (students and budget shoppers).
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We worked with Particular Audience to conduct usability testing on the current product to evaluate and provide recommendations
Usability testing planning
We recruited 11 young adults/budget shoppers for usability testing. We are interested in learning how customers would use the Chrome extension and discovering pain points or frustrations they experience while using the extension.
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We included interview questions and contextual inquiry to evaluate if the current product answers users' key needs by understanding the motivations behind why customers shop online and their end to end online shopping journey with a focus on electronic products .
11 young adults/budget shoppers
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Age 21- 40
An equal mix of age, gender, relationship, and family status
Understand the motivations behind why customers shop online and shoppers' habits and
behaviors when shopping online
Contextual
inquiries
Get insights into users end-to-end journey when shopping electronic products online to identify pain points and frustrations
User interviews
Usability tests
Evaluate current product to discover pain points or frustrations they experience while using the extension
Key findings
#Overall strengths
Participants indicated that interface was “easy to understand”
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The product panels show some important information like “free shipping”
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Some participants suggest that they would use it - giving that there are more platforms on it
#First impressions
Majority of the participants struggled to identify the extension tool and needed further instruction. Some participants thought the chrome extension is part of JB HiFi’s features
Some participants were confused about the green dot, suggesting it means online
Quick Wins
Recommendation
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Add instruction during the signing up process
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Enlarge the side bar and add branding color and logo
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A few participants were looking for the extension tool on the right corner of the web page.
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A "pop up" feature to enable users discover information from the get-go
#Products panel
Some participants suggest when they hovered over the product panel the price info disappeared. Users prefer to see all the product information together.
Recommendation
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Remove the “hover over” change
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Remove the the colour background of “Free shopping” to make “view product” the only call to action bottom on the panel
#Product page
No participants intentionally clicked the icon on the top right corner
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Participants think the icon is to “copy coupon” or “save it for further compare”
The majority of participants were confused with the interaction and asked what’s the difference between this and the previous page
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Recommendation
Remove "icon" interaction
#Comparison features
A few participants questioned the order of the results
Some of the participants suggested that the extension did not help them to compare the products or find the best price
Quick wins
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Add “Filter” & “Sort” features
Recommendation
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A comparison table that enable users to compare prices from different platforms from the get go
Client's feedback
"With the Insights and actionable recommendations provided , we were able to implement them for a live product..."
- Lead Engineer