Beginning of an Improved E-Commerce Flow
I wanted to tackle an issue I’ve observed on many websites for purchasing computers, the desire to be able to figure out what capabilities I need as I’m browsing through my options. Rather than having to open a new screen to google how much storage or what sort of CPU I need, wouldn’t it be nice if there was an option to find that information out on the page of the computer I’m looking at? With that in mind, I targeted help and documentation and flexibility and efficiency of use from Nielsen’s Ten Heuristics. The framework for this narrative is a work setting, specifically the sudden expansion of a company from a few individuals to an increasingly large enterprise. While a number of people might consider themselves tech-savvy regarding the programs and software they use at work, I wanted to focus on a person who needs to put together a quote for their company but hasn’t really ever considered the various capabilities of the computer they use at work. To improve engagement by incorporating help and flexibility, I began by including multiple options to seek help from the beginning of the process.
The road icon and “Get Started on an Order” link on the side allow for users who might need more helping assembling a quote to bypass the more traditional method of browsing through products. It creates flexibility because if someone knows more about computers they don’t have to choose this option and can proceed to finding the computers they desire.
From the Get Started button, users can either search for products in the search bar or they can click through the prompts listed below. This is based on other websites that try to filter through massive inventories of products based on user needs. The process shown above does not require a phone call however, and allows users to effectively search at any time without having to wait for a reply or callback. As they click through the prompts, if they’re unsure of terminology or common conventions, they can use the chat option on the right of their screen to ask for information that is not included on each product page. Description of storage options or processors would be included in this chat.
By giving users more flexibility and guidance (if they prefer it) on the website increases engagement with the website because it eliminates the need to open other screens or call a representative, effectively focusing their attention on the site and the products themselves.
