UX Evaluation and Prototype Testing for Viva Panettone's E-commerce Website: Enhancing User Experience for a Food Retailer
Stages of the Product: Iterative stage
My Role: Mixed-method researcher & Designer
Research Type: Evaluative UX research
Methods: User Testing; Surveys; User interviews; Competitive Analysis; UX Prototyping; Affinity Diagramming; Journey Mapping; Content Analysis
Tools: Optimal Workshop; Qualtrics; UX Calculator; Figma; Teams; Canva; Adobe Photoshop; Zoom
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The primary aim of this project is to empower the client by pinpointing users' pain points within their e-commerce website interfaces that consistently lead to customer frustration and confusion. The findings serve as a roadmap, providing actionable product design insights to enable our client to strategically address and optimize these areas, as well as enhance the overall online shopping experience for their customers.
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Disclaimer: The visuals you see on this page are coming from my final UX report. It is for showcasing my research reporting ability.
Background
Viva Panettone is a Quebec-based company, which provides handmade traditional artisanal panettones with a modern flair, located in Montreal. The e-commerce website of Viva Panettone is the primary online platform for their target customers to buy panettones.
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However, the client believes the user experience of their website currently needs to be improved.
The Challenge
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The client sought to identify user pain points and obtain practical design solutions to improve the overall user experience on their e-commerce website.
The Artifact
The artifact assessed is the e-commerce website of Viva Panettone (French or English, depending on the participant's language).
This research evaluates users' shopping experience from browsing different products to receive the order confirmation and the delivery information email.
The webpages targeted for the tasks participants undertook in this study: The Home Page; Product Details Page; Checkout Page; Mock-Up Order Confirmation and Delivery Information emails.
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The website can be accessed at: https://vivapanettone.com/
Research Objectives
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Investigating users' pain points and shopping experience at Viva Panettone's e-commerce website for purchasing products.
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Evaluating the effectiveness and satisfaction of user interactions within the product description, customer review, product selection, and store locator sections.​
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Testing a proposed high-fidelity prototype for iteration.
Research Questions
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Are the users able to find the information they need about the product (i.e., panettones)?
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Will users be more inclined of purchasing a panettone when seeing a specific type of review (testimonial, starts + testimonial)?
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Do the post-purchase services (i.e., order confirmation email, shipping confirmation email, tracking information) make the user’s shopping experience better?
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What are the main points of friction identified by users during the whole shopping process?
Methodology
Customer Journey Map
Experimental Design: Between-Subject Experiment
Redesign Highlights of Product Details Pages
Research Measurements
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Self Assessment Manikin (SAM Scale)
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Customer Effort Score (CES)
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Preference Rate
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Intent to Reuse
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Net Promoter Score (NPS)
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Customer Satisfaction Score (CSAT)
Crucial Insights
Research Impact
​Stakeholder Collaboration Impact
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UXR​ has became a strategic partner of product team.
Product Impact
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The team identified users' friction points, and created actionable design solutions to improve users' satisfaction and the ease of use of the website, which contributed to iterative product improvements, enhancing the overall user experience.
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The client redesigned the layout of product detail pages to aid users in locating store information more easily and efficiently.
My Learnings
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Combat biases in research.
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To become more successful in selling the value of UX research to stakeholders, you must leverage certain organizational situations. Leverage organizational situations to pitch UX research opportunities.
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To gain your client’s trust, you need to try to use clear language and terms and to incorporate the language that they are most comfortable using.
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Evaluation is best conducted through the combination of multiple perspectives.
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Be a storyteller, not a presentation giver.​​
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Involve your stakeholders throughout the research journey. The greater their participation at each research stage, the more inclined they become to implement your discoveries.
More projects
An Investigation of the Use of Chrono, A Time Management and Community Writing Application
Usability Testing of Guerlain (Canada)'s E-commerce Website: Enhancing User Experience Across Mobile and Desktop Platforms
