INTRODUCTION
Online shopping in last few decades has grown from a non-existing market to a very important part of many existing company’s marketing strategies. ‘Amazon’ became a company which went from selling books to building a market place for anything a person needs to shop right from the convenience of the couch. Amazon is the leader in dominating the online shopping market for regular consumers. It is the largest company to have running services covering North America, South America, Europe, Asia and Australia. The growth of the company shows how important online shopping is for the users in day to day life.
In this paper, the concepts of User Experience Design are explored and using Design Thinking methods a framework with prototype for a particular focus is explored and proposed.
SECONDARY RESEARCH
An interdisciplinary approach that is an addition of various methods and tools from different disciplines is called ‘Service Design’ (Stickdorn, M, 2011). Service design is evolving everyday and there is no specific definition or well thought language of this new approach called service design. A single meaning will restrict this approach. A shared and multi-language insights for the approach is very important for better growth and development of service design thinking (Stickdorn, M, 2011).
The following are the principles of Service Design Thinking:
1. User-centered
2. Co-creative
3. Sequencing
4. Evidencing
5. Holistic
To develop and deliver a service, customer participation is very important. Services are not standard goods or tangible, which can be stored in a room. Infact, services are developed with the interaction between customers and service designers. The main function of any service is to meet all the needs of a customer. Therefore, it results in increase in the usability of the service and also increases the rate of recommendation of the same by the user (Stickdorn, M, 2011).
Service is like a story telling. It is a dynamic processes which is experienced
in a specific time frame. This timeline is very important in designing a service, since it’s rhythm of it heavily influences the experience of the users through the service. The flow of the service has to be optimised for a better experience. For example: if the experience is too slow the adrenaline of the user is lost (airport waiting at check - in). And if the experience is too fast, stress is developed in the user (rushing through the airport security check). This art of sequencing of stages in designing of a particular service is crucial (Stickdorn, M, 2011).
in a specific time frame. This timeline is very important in designing a service, since it’s rhythm of it heavily influences the experience of the users through the service. The flow of the service has to be optimised for a better experience. For example: if the experience is too slow the adrenaline of the user is lost (airport waiting at check - in). And if the experience is too fast, stress is developed in the user (rushing through the airport security check). This art of sequencing of stages in designing of a particular service is crucial (Stickdorn, M, 2011).
Services are usually not tangible. But they are used in a tangible physical environment, and users tend to sub consciously connect services to physical products. End users usually perceive their surroundings with all their senses (major - see, hear, smell, taste and touch) (Stickdorn, M, 2011).
The organisation of the service provider also plays an important role in the design of a service. The design of the organisational structure, the values, the culture, the mindset of the employees towards the organisation and also the users perspective towards the organisation needs to be set out. These factors aims to provide a service design thinking mindset within the organisation and also help to concentrate on customer satisfaction (Stickdorn, M, 2011).
Therefore, service design thinking helps to support holistic disciplines within the organisation to deliver better user experiences and customer satisfaction.
Source: Stickdorn, M. (2011). This is Service Design Thinking: Basics, Tools, Cases. Bis Publishers.
PRIMARY RESEARCH
There are many methodologies for conducting the Design Research. This method is known as Double Diamond Method. It is a design thinking method to map out a plan required for the whole process of problem solving. The main advantages of using double diamond method is that it gives an overall umbrella where other methods can be used to achieve the required goal (steps) of the process (Design Process: Design Council).
As observed from the Figure, the methods is divided into four sections - Discover, Define, Develop and Deliver. The first diamond starts with a ‘divergent’ or opening up. This diamond is for narrowing down the problem. So, the process starts with collecting all the information that can be collected regarding the particular field of study. Various research methods can be used here to collect the required information like quantitative methods like online survey, eye tracking, etc. other methods like qualitative methods can also be used to collect empathetic data. Some qualitative methods are interview, shadowing, user research, focus groups, workshops, etc. This process proceeds to reach
the ‘divergent point’ (extreme point). Here all the information collected are analyzed and insights starts to form. This is known as the ‘converging’ phase. The analysis results in narrowing down to the focus problem of the project. This end of the diamond is the ‘converging point’.
the ‘divergent point’ (extreme point). Here all the information collected are analyzed and insights starts to form. This is known as the ‘converging’ phase. The analysis results in narrowing down to the focus problem of the project. This end of the diamond is the ‘converging point’.
One of the mistakes that a researcher does in this is to ignore the first diamond. This might result in solving a wrong problem and the efforts and time of the next diamond goes to waste. Hence, following the complete process is important to achieve the desired results of innovation (Design Process: Design Council).
Source: (n.d.). The Design Process: What Is The Double Diamond?. Design Council. Retrieved June 20, 2019, from https://www.designcouncil.org.uk/news-opinion/ design-process-what-double-diamond
METHODOLOGY
USER RESEARCH
Using Epistemology theory of getting knowledge, conducting workshop will help to gain true knowledge about how users think about the existing services. This theory helped to design a workshop which will get specific knowledge about the users that are will incredibly helpful to design the solution in the next steps.
A workshop was conducted as seen in the Figure. It involved users from various age groups ranging from 20-35. The target group was selected so because majority of the users using the service are in the young age group with majority of population ranging in. Initializing the workshop by two tasks followed by interview questions to get empathetical insights of the users. After the interview, a test of five senses is conducted to get insights regarding the senses of humans which are involved in the service user experience (Hariprasad, P, 2016).
The initial task comprised of asking the user to try and search a gift for their best friend on Amazon (1) and on Flipkart (2). After giving about 15 mins for the task, and observing the participants while their journey through the service gave initial insights which were noted right away. This was followed by 4 interview questions, which were documented for each participant. The participants were from Germany and also India. Hence, the results are consolidated summary from both countries.
Extending on the theory of Epistemology for user research, online survey will help to connect to more number of users around the world than the workshop. The online survey conducted consisted of 7 questions following with an opportunity to provide additional personal experience for better empathetic insights for the research.
A pamphlet was designed, to reach more users in the residential student dormitories, office colleagues and other common spaces. The code could be scanned to reach to the same online link for the survey which was other wise distributed via social networking platforms.
Design for all five senses refers to ‘A Multi-Sensory Approach to Design’. This idea was designed by an Industrial Designer called Jinsop Lee. He was a former professor of design and was a founder of the firm – ‘Uncle Oswald Is My Hero’. This firm was producing new and clever iPod speakers from the old telephone handsets. He started his career as a design consultant, designing products and strategies for large companies. He slowly became a teacher and was eventually an associate professor of industrial design (Lee, J. 2013).
Source: Lee, J. (2013, August 1). Design For All 5 Senses. Retrieved July 16, 2019, from https://www.ted.com/talks/jinsop_lee_design_for_all_5_senses#t-499424
As an extension of the workshop, a test of senses of the users for both the e-commerce giants - Amazon and Flipkart was done. This was necessary to gain insights regarding what major senses of the users are touched by the service. The analysis of the result will help to develop a solution keeping in mind the other sense to deliver a better user experience.
CONCEPT AND THEORIES
Observing from the ‘User Research’ (Chapter 6), users prefer smartphones and tablet for shopping on e-commerce platform. Every morning more than Seventy nine percent of users check their phone within fifteen minutes of getting up from sleep (Eyal, N, 2014). This is a result of compulsion and the ‘fear of missing out’ theory rather than addiction. Users have an urge to pick up their phone and check their messages, pull up instagram or youtube and check what new photos or videos are there, even though the user didn’t have an intent or any triggers to do the same. Furthermore, in no time users are scrolling long pages for hours. This shows that the users are ‘hooked’ to the service they have an account (Eyal, N, 2014).
The Hook Model which basically explains the method to hook a person’s experience into using a particular service or products. They can be applied to various fields ranging from - Apps, sports, games, movies and even jobs. They basically have four steps - Trigger, Action, Reward and investment. Users enter the experience through trigger (external or internal) and then follow the steps which ultimately again leads the users to another trigger following the process again. This journey results in making the users ‘Hooked’.
Any company who is interested in developing a Habit forming product or service can plot their service in the graph to check its validity. It is plotted on two axis (factors) - Frequency (How often the behavior occurs) and Perceived Utility (How useful and rewarding the behavior is the user’s mind over alternative solutions) (Eyal, N, 2014).
Even though the line of graph is falling as the utility increases, it never touches zero. This shows that for any service to fall under the Habit zone it has to have some frequency of use. Even though some service has very extreme utility it is used by the user only as per his / her requirement and not by habit. Other examples like Searching on Google, is plotted high even though the result of google is not always useful or of extreme importance; if a user has any thought, they involuntarily go to Google to search. Hence, they form a habit because of extreme frequency of use. On the other hand Amazon is plotted low because, they have good utility for any user; although the frequency is not as much (Eyal, N, 2014).
Hence, by this graph we can conclude that, by keeping the utility of Amazon’s service, and our target to enhance the user experience; we need to increase the frequency of use and move the e-commerce shopping experience in to a more ideal position of high utility and high frequency.
Source: Eyal, N. (2014). Hooked: How to build habit-forming products. Portfolio.
INFORMATION ARCHITECTURE
PROTOTYPES
The process starts with the step two of the sign up process.
Step one is the always the usual where user’s Name and Email is asked. This wireframe is divided into 2 parts – Companies and Product Categories. The first part of the screen asked about the companies that the user is interested in. And the second part shows the categories the user is interested in. For example, User can select one company and then the products of that company they are interested. Like Apple – Smartphones and Tablets. This selection will lead to the system to suggest the new / old iPhones and iPads from Apple and not the MacBooks.
Step one is the always the usual where user’s Name and Email is asked. This wireframe is divided into 2 parts – Companies and Product Categories. The first part of the screen asked about the companies that the user is interested in. And the second part shows the categories the user is interested in. For example, User can select one company and then the products of that company they are interested. Like Apple – Smartphones and Tablets. This selection will lead to the system to suggest the new / old iPhones and iPads from Apple and not the MacBooks.
Hence, as we can see the user can select their preferences and it will be unique to all the different users that opt for the service. Thus, the products displayed in the next story will be personalized and unique to each user.
The wireframing for the next story follows the same flow as the ‘Storyboard’ created. The products are displayed as per the choices made by the user in the sign up page. The page displays different cards for different products. The information displayed in the card is relevant to make a decision if the user is interested in it or not. It displays the product family (all different product variations combined in one). The variable aspects of the product can be tapped and changed like – capacity and color (in this case). The price is changed as per this selected made. For this even the seller details are changed. Traditionally (Amazon or Flipkart) all these products are separated because of the different sellers of the product. But, as per the projects focus on user –centric products, the seller is not important for the user. Hence the design is developed to make the experience of the user more easily and simple.
The wireframe for this last story involves two screens to explain the concept. The first screen shows how can a group be created on the platform. This involves selecting name of the group followed by the section where the recipient is selected. There can be one or two friend be selected in this tab; depending on the occasion (Birthday or wedding anniversary etc.). The next tab is for the admin to select the participants of the group. A simple search and add button would add the participant to the list. After these two steps, and verifying the list, admin taps ‘create’ to form the group.
CONCLUSION
The paper started with an intension to design a solution that will improve / enhance the user experience of the online shopping platform. As more and more companies are going online to sell their products and more and more users around the world has already opted that online shopping is the future; the relevance of the study is justified.
The concept that was developed with having a strong base of the secondary and primary research, along with the initial phase to collect as much information and keeping the solution user – centric proved to be a drastic leap in the user experience of an e-commerce platform. This was clearly marked in the final phase of the project – A/B Tests. Test users were amazed by the idea, and were amazed that such idea doesn’t not exist. The user – centric approach to a solutions leaves this kind of mark, due to the fact that the solution is designed around the user needs and flow. It was designed to make the experience of the user simple and yet memorable. The habit forming solution lived upto the user expectation with a tiny mark on the details, which will always be considered in the development and launch phase of the project.
In final words, developing a product or a service by keeping user centricity and collaborative agile working in any organization proves to be right steps towards creating innovating and successful products for the market. Hence, by using the same the goal of the project – Creating frameworks for enhancing the user experience for the future of online shopping, seem to have been achieved and waiting for next phase of development and launch within a company.
