project brief | wisp

The wisp team is trying to evaluate their cart and checkout experience. They believe that there is a high drop-off due to a confusing experience. 

At the same time they are starting to add more offerings but they don’t understand what a good search and browse experience might be with their current offerings, let alone if that experience would need to change with a more diverse set.

research Goals | wisp

UX review | wisp

After breaking down the project brief and goals, I conducted a light UX review of the current website.

I identified numerous experiences, features a user could interact with and paths a user could take — logged-in or out.

• discovery

• search (not active)

• symptom quiz

• browse

• cart (not active)

• checkout

• consult

• order tracking

• member services

The site has a few offerings but it is not clear if they are independent of each other

• physical products

• medical services

• memberships

There are also various entry points to the brand, products, and services.

• with Symptoms

• with Diagnosis

• for education

These could all be areas and causes of confusion that would be worth exploring for insights into why visitors are leaving before completing what they came to the brand to do.

Research Strategy | wisp

To make a clear, seamless, and accessible e-commerce experience, I would recommend a research strategy that utilizes a mix of sprint style methodologies to address each goal with each experience to uncover why there are drop-offs along the user journey.

The insights gained from an iterative and qualitative study — or activity — help direct the methodology + research questions for the following activity, which ultimately makes a delightful overall experience of the brand.

what would that look like?

depends on the feature and/or goal

with a time cap for this project brief

I’ll focus on a Usability research plan with one main experience

RESEARCH PLAN | BROWSE

Experience Researcher | Lulu Riordan

Contact | theonlyuxlulu@gmail.com

stakeholders | wisp | hellowisp.com

Last updated | 7.19.2021

Goals | product browse

To evaluate the current browsing experience for the physical products and to gain insights that inspire new design directions.

Research Questions | product browse

• Can visitors easily find the product(s)?

• Can visitors easily navigate between products or conditions?

• Do visitors understand the requirements for purchasing a product?(onetime consult vs. membership)

• Can visitors understand the type of products offered? (branded vs. unbranded)

• Can visitors understand the process for receiving treatment?

• What parts of the journey cause confusion?

Methodology | study strategy

A moderated usability study will be conducted remotely (eg. Google Meet, Zoom) with 10 participants. Each participant session will last 60 minutes and will include a short briefing, an interview, a usability walk-through, and a debriefing

• 5 will be tested with hellowisp. com

• 5 will be tested on a [competitors site [TBD] 

task examples | study Design

• Participants will be given — a diagnosis and/or a product to find (eg. Herpes, Acyclovir)  

• Participants will be given — A symptom and/or a treatment to find (eg. genital itching, cream)

Data collection | records

• voice rec

• screen rec

• Note taking (ideal)

participants | prescreened

• 10 participants

• Age 18 to 26 (under 18 is acceptable with parental consent) 

• Familiarity with sexual health is not a requisite.

• Recruitment: Email invite to current customers or ongoing social media ad based ongoing recruitment efforts

• Incentive: $50-$100 gift card

EST Schedule | Ideal

• August 13th: Recruiting begins

• August 30th: Study begins

• September 3rd: Study concludes

• September 20th: Report delivery

deliverables | recommendations

In addition to the option of observing the study live, there will be a report and/or Presentation that identifies minor and/or major areas that need improvement, and if applicable — recommendations for fixes and/or or further activities, studies, or design sprints to uncover solutions.