To validate the research analysis and assumption, user interview and usability testing among general plant buyers and the website users of Noah Garden Centre. The following insights were reflective of the most common trend among 7 interviewees through affinity mapping and prioritisation matrix.
User Interview Main Insights
Usability Testing Summary
72%
couldn't locate the filter directly
100%
felt frustrated more than once during the purchase process
User Flow 1
User has a clear purchase goal in mind
User Flow 2
User would like to browse the website before making the purchase decisions
Introduce a more homely and personal style with a modern touch to the website, which appeals to Heather's need through developing a design stylescape.
By listening to the users' feedbacks through 3 rounds of usability testing, design decisions were made to the respective feedbacks. As a result, the time spent on the 3 testing tasks were significantly decreased.
Usability Testing Overview
Homepage Iteration
1
2
3
Original
" The top bar has so much to go through…"
" I don't understand what 'Plant Parents Club' is…"
The navigation bar has too much information that compels the users to skip it at the first glance.
The main button is not prominent nor direct enough to call for the action of joining the membership programme.
The key information about point redemption is not legible.
Version 1.0
" I like the clear categories of the navigation bar."
" I think I need a direct entry to the shop."
" This image gives me the impression that this
website sells those cute mini plants."
Adding a direct entry to the shop would enable the users to start browsing products immediately upon entering the website.
The hero image could be more impactful and represent the type of the products the website sells more accurately.
Version 2.0
" I love this plant on the homepage. It grabs my attention first."
" The information is easy to grasp here."
Product List Page Iteration
1
Original
" The filter list is so long and the headings don't make sense to me. "
The filter does not have a logical categorization to aid the users to find the filters that fulfil their needs.
Version 1.0
" The filter is easy to find."
" The clear category is really helpful but some headings could be more succinct."
" I'm not sure which category I'm at on this page."
The filter headings could be more intuitive.
Breadcrumb & page title are necessary for better navigation.
Clear filter button has a higher visual priority than its actual function priority.
Version 2.0
" The filter is at a prominent location, love that."
" The filter categories are effective."
Product Display Card Iteration
Original
Unintuitive product naming.
Lack of information on pot radius which is essential for repotting.
The category 'plant' is not providing any extra information about the product.
Sansevieria
$30
M
new arrival!
Version 1.0
Product name is simplified.
The strategy of providing the size alphabet and a size guide at the side is not efficient to inform the measurement of each plant.
Adding tags for plants showcases the unique characteristics, but the position of the tags could not tolerate for more than one tag.
Sansevieria
$30
M
[0.9mh, pot Ø30cm]
Version 2.0
Clear visual hierarchy with just enough key information.
Adding like button for logged in users to save their favourite plants.
Add to Cart Page Iteration
1
2
Original
" I find it exhausting to figure out what each extra service is about."
" The description is too long to read."
Poor layout of the choices prevents the users from making the informed decisions. Important information such as other pot & saucer choices, repotting service is missing.
The description is long-winded, users have to dig out the information themselves.
2
1
Version 1.0
" The tags are very useful for me to know about the water and light requirements."
" I didn't realise the pot and saucer are under the same step. "
The pot and saucer choices should be separate steps as horizontal scrolling could grow so long that the users need to scroll a lot to find the saucers.
Version 2.0
" The steps of purchase are very intuitive."
" I would love to buy plants at this website. "
