Capstone 2: E-Commerce Scenario

Given information for this E-Commerce, bike company, scenario

Company Context: A company sells bike on their mobile-web experience. They need to enhance their browsing and checkout experience to greatly improve their products usability.

Business Goals: Improve the the conversion from browse to completion of checkout to increase revenue on the product’s mobile web experience.

Important information from the Product Manager:

  • 50% of users open an average of 7 item pages and then abandon the site without moving any items into the cart. Your PM’s hypothesis is that users are unable to determine which bike is best based on relative features.

  • Additionally, 70% of users who place an item into the cart do not purchase. Data shows that users abandon the cart at the registration page. Right now, users must make an account to purchase. Your PM wants you to design a guest checkout to solve this. The guest checkout must capture email.

Original Wireframes of website, given in the scenario

Hypothesis:

Users are unable to determine which bike is best based on relative features

current bad UX

Right now, users must make an account to purchase

Data shows:

50% of users open on average 7 item pages - abandon the site without moving any items into the cart

Data shows:

70% of users who place an item in the cart do not purchase

idea!

compare product features?

what other e-commerce sites do this well?

idea!

guest checkout to improve conversion?

guest checkout must capture email

Research Plan

  • A company sells bikes on their mobile-web experience. They need to enhance their browsing and checkout experience to greatly improve their product’s usability. The company suspects that users are not able to determine which bike is best for them. This leads users to view several bikes, not able to find the information they need, they abandon the page. Out of the users who do put items into their cart, 70% do not proceed to checkout. 

  • Improve the conversion from browse to completion of checkout to increase revenue on the product’s mobile-web experience. 

    1. How do competitors aid the user in finding the right bike for their needs?

    2. How the check-out flow can lead to conversion instead of dropoff?

    3. How to give the user enough relevant product information?

  • Competitor Analysis to assess what industry leaders and other competitors are doing differently, that would help increase our conversion rates.


    Competitor Comparison:

    1. Amazon

    2. TrekBikes

    3. Target

    4. Canyon

    5. Cowboy

    6. MerlinCycles


    Methods: Note likes, dislikes, and action items from competitors that are accomplishing similar business goals.

Research Synthesis

Jobs-to-be-done

I chose JTBD to fill in the missing pieces for Domestique. I analyzed other companies that have a similar set up, and noted their approach for browsing and conversion. I was able to find likes, dislikes, and create action items to benefit Domestiques customers. 

Main job: users find bike, add to cart, and checkout

Related job: users are able to distinguish differences between bikes and find bike that fits their needs

Functional aspects: filters, comparison, featured bikes, bike information, bike quiz

Emotional aspects: feel like a professional, and that they have the right gear for the right task

Personal dimensions: high value product, something they can trust, claims are backed by articles. Willing and able to pay for style, comfort, and durability

Social dimensions: Look like a skilled, seasoned cyclist.

Action Items from each Competitor Analysis

  • Trek Bikes

    Cart icon- when hover, shows items inside cart and on click takes you into the cart

    Comparison has easy access to add cart and bike availability info

    Bike quiz! Takes you to your recommendation and others

    Gear recommendations 

  • Target

    Pop-up to view cart once something is added

    Compare section or button

    Frequently bought together packages

  • Amazon

    Button to view bikes page from comparison section

    Subtitle or title of bike has some description factors

    Can add to cart from comparison

  • Canyon

    Compare section accordion to keep layout concise and help readability 

    Checkout getting email first

    Tools for people who don’t know everything about the bike they want- ex: sizing info

  • MerlinCycles

    Separate product details to digestible bits

    Options for advanced filtering for brake type, etc for advanced users

JTBD

  • Able to filter bike options to advanced level

  • Able to see what is in stock

  • Able to compare bikes and see their product details

    • Can go to product page from comparison to get more info- pictures etc

  • Add to cart- pop up that shows what has been added and option to go to cart or continue shopping

  • Checking out as a new customer, start with email and can create a password to create your account.

  • Are incentivised to create an account. Free gift/10% off for new members

  • On home page the bike categories are clearly displayed and they have some informative pieces that show they have high quality bikes that professionals use

Brand Personality

An expert in the field who is always knowledgeable about the very latest trends and best products related to biking

Brand attributes:

  • Savvy

  • Focused

  • Serious

  • Dependable

View Homepage

View “Help Me Choose”

View Compare & Checkout