Usability Testing: Lazada’s Voucher Feature
Usability testing seems like the end of our process, yet UI/UX Design actually like never ending process. Because we always need iterate our product for better improvement. Well, usability testing is a very important thing to do.
Related to my previous UI/UX Design case study about Redesign Lazada’s Voucher Feature here we go to its Usability Testing session.
UT — PLANNING
Background
- According to the research of Lazada’s Voucher feature, I try to find out about user behavior, experience, and need. It show some of pain points.
- One of the pain point I found is Lazada’s Voucher feature has some lacks in Free Shipping & Shop Voucher usability/flow.
- Based on research users often confused due to redundant Voucher feature (especially Free Shipping Voucher) and different Voucher location.
- They also have to take more time to find and use Free Shipping & Shop Voucher because of the horizontal layout and unclear voucher information, even Voucher can be run out and expired at anytime.
- Thus, I try to improve Lazada’s Free Shipping & Shop Voucher feature. Then find out some insights that might be the improvements for existing design through usability testing.
Objective & Measured Variables
- Objective: User is able to buy product with Free Shipping/Shop Voucher applied.
2. Measured Variables (Metrics)
- User is able to discover the Voucher Menu.
- User is able to discover Free Shipping & Shop Voucher menu.
- User is able to explore Voucher information (T & C and voucher details).
- User is able to discover product with Free Shipping/Shop Voucher.
- User is able to check out.
3. Time Completion
- Time needed to discover the Voucher Menu.
- Time needed to discover Free Shipping & Shop Voucher menu.
- Time needed to explore Voucher information (T & C and voucher details).
- Time needed to discover product with Free Shipping/Shop Voucher.
- Time needed to check out.
Participant Criteria, Tools, & Role
- Participant Criteria :
- Active user who at least did transaction with using voucher once in the last month.
- Conducted on 5 users.
- 25–45 years old.
2. Testing Method: Remote moderated using Maze & WhatsApp.
3. Tools: Maze apps & WhatsApp
4. Role: All of activities from preparing, conducting UT, & reporting .
Timeline
CONDUCTING USABILITY TESTING
Prototype
Click here for the prototype.
Note Taking
Click here for the full version.
REPORTING
Findings
#1. Show me how you find Free Shipping voucher menu!
- Scenario:
- You are a Lazada user that just got paid.
- You want to buy free shipping products in Lazada.
2. Metric:
- Discover the Voucher Menu.
- Discover Free Shipping & Shop Voucher menu.
#2. Show me how you read Voucher’s Terms & Conditions!
- Scenario:
After find Free Shipping Voucher menu, you read its Term & Condition firstly.
2. Metric:
Explore Voucher information (T & C and voucher details)
#3. Show me how you buy Free Shipping product!
- Scenario:
- After read T & C, you interested in “Wireless Headphones Baseus Bowie H1” which is currently 50% off and labeled Free Shipping.
- You buy the product with the Midnight Black color variation after reading the description.
2. Metric:
Discover product with Free Shipping/Shop Voucher
#4. Show me how you do check out process!
- Scenario:
After consider the product and price, you decide to check out the product.
2. Metric:
Check out process
Insight & Recommendation
Iteration
According to the usability testing result, most of users want consistency about the Voucher label to avoid misunderstanding. So, in Product Search — Voucher page I add Free Shipping label.
Based on usability testing, some of users thought that Voucher Categories’ layout wasn’t interesting and little bit messy because of two button categories. So, I improve it by putting Categories’ icon and horizontal button to make it cleaner.
Some of users distracted by the color and detail payment information arrangement, so I improve my previous design by rearrange the composition. I put discounted price bellow the real price.
Well, that’s all about Lazada’s Voucher feature Usability Testing. Let’s see the full UI/UX Design report here. Don’t hesitate to comment or DM me if you have any feedback.
Thank you and have a nice day.
