ESSENTIAL VITAMINS FOR THE ENTIRE FAMILY.
Role: UX Researcher
Tools: Typeform, Invision, Try My UI + Keynote
Anatta worked with SmartyPants vitamins to optimize their online presence.
My first step was creating and sending out a preliminary survey. We sent 3 separate surveys bucketed into 3 personas. These were users who were current subscribers, users who had purchased before and never subscribed, and users who had never purchased, but had an email account with SmartyPants. This way we could assess the user's responses based on how they use the site and their current mental models.
Next, I created two usability tests that took a look at the pain points in the shopping funnel. I focused on one buying path for the prenatal vitamin. I ran a usability test that included the user journey from homepage to purchasing the vitamin. This funnel included the homepage, search, PLP, PDP, cart and then checkout. Two tests were ran - one with the current site and a new design that was tested as a prototype in Invision. This also included SUS scoring and generating an SEQ usability rating.
Finally, I collected the data, analyzed it, and generated a presentation with usable insights and recommendations.
Question from the typeform survey
Question from the typeform survey
Question from the typeform survey
Objective slide from presentation
Details outlining the task on a slide from the presentation
User quotes were collected and added to the presentation
An insight pulled from the presentation
A recommendation pulled from the presentation
Explaining what SUS Scoring is and why we use it within the presentation
How the SUS Score was improved with the optimizations made to the new designs
Comparison between the current and new design of the site using the SEQ usability score
