Collaboration with Sherley Ferreira
As picky shoppers, we couldn’t stay away from e-commerce.
We focused our evaluation on the online store with a nationally-focused sales London Drugs.
So why London Drugs? For a few good reasons:
Because we tried to buy stuff online and after a few attempts, we would better quit the website and check other online stores. Talking seriously, from the first view we found their navigation very stressful, search - complicated, virtual product stand - cluttered and checkout was a failure. That could be fixed with a better design.
Taking into account the original London Drugs Brand Guidelines was one of the important constraints of this project.
Task Flow Selection
Design Prioritization Matrix
Heuristic Violations List
Upon browsing the London Drugs Website, we saw a few different options for design intervention, but we narrowed our search for the "Search and Add an Advent Calendar to a shopping cart" task using the Desktop version of the web application.
For evaluation we used Jakob Nielsen's 10 general principles for interaction design. We assessed our usability issues on a scale of 0-4, where 0 has no issue, and 4 rendered it a "usability catastrophe".
In the process of evaluation, we asked ourselves: where did the usability issues affect customers most, and how can we potentially reduce the amount of unnecessary information load on our users? After collecting all the issues into the list, we prioritized them using Design Prioritization Matrix
Pharmacy Icon: the UI elements are not easily recognizable
Location: Product List View
Location: Product Details Screen
Even though the product is available for shipping to my store, the “Add to cart for ship to the store” button is disabled.
On the "Product Details Screen" we tried to "Ship the Advent Calendar" to the selected store by clicking on the “ADD TO CART” button, but as it was disabled - we couldn’t accomplish the task. Thus, the violation severity was prioritized to 4 - Usability catastrophe.
Our design approach was to simplify the flow leaving the accent on the relevant information.
Therefore, the following improvements were done:
Location: Cart Preview Pop Up