UX Research

Electrolux

User's Scenario and Needs

With the goal of evolving the sales channel in a sustainable and user-centric way, the Electrolux e-commerce team outlined the following demands:

Evaluation with the technical team and brand users of the product page interface on specific components such as: CTA color, relevance and organization of content and application of possible discoveries during the process.

Design Process

1 - Discovery

Application of techniques: Benchmarking, Usability Testing and heat map analysis. In order to understand the needs and difficulties of users.

2 - Ideation

Interpretation of data, generation of insights and identification of functionalities for the online store.

3 - Prototyping

Align the insights obtained from the research with the development of the graphical interface. Technological validation of functionalities with the development team.

4 - Developing

After customer approval, the coding stage and integration with the VTEX platform, as well as the application of the Q&A stage.

5 - A/B Test

To ensure that the interface change is assertive, the application of A/B testing between the pages was proposed.

BenchMarking

Interface analysis of the durable consumer goods market players, specifically on the product page. Categorized into: Purchase Box, Contents and Specifications, types of payment, shipping, and rating.

Usability Test

The Think-aloud Protocol technique consists of observing users performing specific tasks and actions within a specific environment. These actions are verbalized by the participants in real time and observed by a moderator, who records the actions taken by each participant.

User profile
4 women – 2 men
between 25 and 37 years old

Task
They were asked which product they are in demand at the moment and instructed to go to that product’s page on the Electrolux website.

Afterwards, they were stimulated to report the decision-making process for purchasing the product.