- 71% of respondents prefer shopping online
- The same number rely mostly on online user reviews
- 57% of respondents stated that their biggest problems with online shopping were that websites are difficult to use and do not feel secure
- 86% of respondents do not want personalized shopping experience
- Of those 86% of respondents who own or plan to buy a bike, 57% of them use bikes for recreation
- 57% of respondents believe that owning a bike light is very important
- When buying a bike light, 57% care about low cost and 71% focus on high quality
- The homepage is very cluttered and confusing.
- The secondary navigation that appeared with hover is a plus, however the menu itself is very overwhelming.
- Overall, the site is badly organized.
- Specifically, the 'Lights and Accessories' section isn't very logical in terms of the items placed in that category.
- The product detail page has a very standard, efficient layout, minus a few cluttered areas.
- The checkout page is a disaster.
The Competitors: Sports Chalet & Apple
- The homepage features large carousel images that are engaging and help to organize the navigation.
- The "cascading" hover menus are easy to use and navigate.
- The product detail page includes a somewhat useful "related items" tool, however its placement at the top overshadows the current product.
- Customers have the option to log-in or check out as a guest, which my user prefers.
- The checkout page is clean and well-organized.
- Separating each step of the checkout process on a single page is much more engaging and helpful for the user.
Once I had tested the initial Balsamiq prototype with my user as well as several others, I created a medium fidelity prototype in InVision. This prototype included several changes from my user tests including:
- More apparent user reviews
- Redirecting certain links to specific pages
- Cleaning up the checkout flow to be more user friendly
The final prototype shows how the user would navigate the specific user flow of buying a bicycle light. Click the image to view prototype.