I’m Fe, a Product Designer with 12 years of experience as a Visual Designer chasing insights, crafting visuals and looking for opportunities☺
The School of Life is a global organisation helping people develop their self-knowledge and emotional intelligence. Their education formats are vast, such as books, workshops and a popular YouTube channel with over 4.5 million subscribers.
In order to clarify what would enhance their current e-commerce experience, an user research followed by ideation, prototyping and user testing was put into place.
Testing
Five users performed three specific e-commerce tasks. Based on their experience and feedback, pain points they had in common were gathered.
Key TAKEAWAYS
Lack of a visible search bar led to user frustration
Found filters vague and not helpful
Disengaged with copy heavy product description
Disagreed with certain products’ location
Sorting
Five users were asked to sort 50 product images into current website categories and create new ones if they felt it was necessary.
Key TAKEAWAYS
Created new categories (accessories and gift ideas)
Felt images were abstract
Misled by images and product descriptions
Unaware of current themes, therefore not sub-categorising further
Observing
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Could these behaviour traits be personas?
It was time to validate it through SMEs and Surveys.
Key TAKEAWAYS
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Usability Testing
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Testing and Learning
Five users performed three specific e-commerce tasks. Based on their experience and feedback, pain points they had in common were gathered.
Key Takeaways
The answer for question 1
But first, which aspects of the current website are taking a toll on the overall experience?
It was time to take the roller coaster of dicovery. At first glance the current website is spotless with those striking The School of Life look, colourful yet minimal and whimsical. In order to work it out what could be improved from , a thorough research was put in place to investigate and get to the needy and greedy of the current website. Research methods applied and explained in depth below:
Testing and Learning
Five users performed three specific e-commerce tasks. Based on their experience and feedback, pain points they had in common were gathered.
Key TAKEAWAYS
Lack of a visible search bar led to user frustration
Found filters vague and not helpful
Disengaged with copy heavy product description
Disagreed with certain products’ location
Sorting and Learning
Five users were asked to sort 50 product images into current website categories and create new ones if they felt it was necessary.
Key TAKEAWAYS
Created new categories (accessories and gift ideas)
Felt images were abstract
Misled by images and product descriptions
Unaware of current themes, therefore not sub-categorising further
Interviewing and Learning
Five users were asked about their emotional intelligence journey and aspirations. The intent was to discover the Whos, Whats, Wheres, Whys, Whens and Hows and apply the lessons learnt into the new website.
KEY TAKEAWAYS
Why do they seek?
Change or improve some aspect of their lives (work, love, mental health, etc)When do they seek?
– Reactive = crisis dependant
– Proactive = crisis control
– Hybrid = mix of Re and ProLearning preferences
– Visual - online videos / books
– Auditory - therapy / podcasts
– Kinesthetic - workshops / exercise
Talking to SMEs and Learning
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Could these behaviour traits be personas?
It was time to validate it through SMEs and Surveys.
Key TAKEAWAYS
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Observing and Learning
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Could these behaviour traits be personas?
It was time to validate it through SMEs and Surveys.
Key TAKEAWAYS
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Surveying and Learning
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Could these behaviour traits be personas?
It was time to validate it through SMEs and Surveys.
Key TAKEAWAYS
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Opportunity is…
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UNDERSTANDING the USers
What makes them seek The School of Life and its products?
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