UX Design Process Next Online Retail

Next.co.in
User Resear ch &
i deat i on
Titel van de presentatie 1
 Personas
 User action
 User needs
 Ideation

Webshop vision
 Become one of the largest online retailers of electronics and home
appliances section.
 Integrate the offline and online stores; giving users complete support &
avoid bad experiences.
 Easy to search and locate products which meets your demands; also
making good meaningful content for novice users.


Current Scenario
Next is one of India’s largest electronic stores with around 600 stores around country. It also
has a online store which caters to e-commerce activities of the company.
The offline is although in a very sound shape but the online version is still a little problem with
bad site speed, difficult to locate items and various other problems.

Long term vision
 Successfully integrate the shops both online and offline.
 The user can place an order on shop and pay and collect at the store. And it can be any
type of flexibility related to paying, delivery and support.
 Very easily people can have a demo on their home regarding any product they wish to
purchase.
 Online user generated content and sharing by users as they can advise the best to a fellow
user.
 Effective search and filter- to ensure good quality and quantity of meaningful results.
 Developing the ‘NEXT’ brand comes to mind whenever thinking of the electronics.
 Reducing the overhead costs of customer care and support.

Challenges
 Successfully integrate the shops both online and offline.
 The user can place an order on shop and pay and collect at the store. And it can be any
type of flexibility rather being paying, delivery and support.
 Very easily people can have a demo on their home regarding any product they wish to
purchase.
 Online user generated content and sharing by users as they can advise the best to a fellow
user.
 Effective search and filter- to ensure good quality and quantity of meaningful results.
 Developing the ‘NEXT’ brand comes to mind whenever thinking of the electronics.
 Reducing the overhead costs of customer care and support.

Ux Methodology
• We made a quick mockup as per a typical ecommerce user.
• After that we made a quick wireframe and after some minor tweaks to
adjust as per the business requirements we started to develop it.
• On a week to week basis we ideated on the wireframe (modified
version) and brought changes to the older version.
• We tested the new wireframe and tested it internally about the
functionality, its design and related stuff.
• We added the modifications which we saw necessary and added that
concept or modification to the live site.

User Research Process

Iterative design
Val i dat eVal i dat ePr ot ot ypePr ot ot ype

9
Pradeep Saxena
28 / M / Chandigarh
JOB: Marketing Associate
Monthly Income: 33,000/- INR
Hobbies: Establishing Relationship
-the alone bachelor-
PERSONAS
Pradeep works as an associate with a major Indian
advertising
Education: B. A. in Mass Communication
Age: 27 years
Education: B. A. in Mass Communication
Technical aptitude: Good with PC and can easily work on
internet
Weekly internet usage(personal): 32 hours
From where does he accesses internet: Mostly home
Scenario: Being a marketing associate, Pradeep has to travel around a lot for official purposes. All the time he
has to carry his laptop too around with him too. Also his job being Monday to Saturday, that leaves him Sunday
only to take care of his personal outdoor activities. On Sundays he avoids to go out to malls , shopping for fun;
rather he relaxes in his home. He has found that online shopping is much easier and also many a times saves
him a of of money too. He found a deal on a pair of shoes that saved him Rs.2000 as his friend brought an
identical shoes for a higher price for the mall. He uses online ecommerce sites regularly to buy headphones,
shoes, shirts and other stuff. But he is a little bit hesitant to buy expensive items like smartphones, laptop from
online sites as he think it might be a little risky. He has heard a some stories where some people were ripped off.
So normally he sticks to some popular sites which he think s are safe and trustworthy like flipkart, yebhi etc..
He regularly pays his bills (telephone, internet & TV subscription) using the online payment method.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
computer
mobile
internet
payment
portal
willingness
to use
ecommerc
e site
usage

Motivations:
1.Regular buyer and has no issues
paying online
2.Easy to purchase also saves him
his personal valuable time.
3.Save a lot of money by using a
special deals and offers.
4.Get all the product range which he
may not find at the local store.
Inhibitions:
1.Trust issues with Online store’s
commitment
2.Reluctance to buy an expensive
item on the site
3.Giving him the right perception of
any new shop.
PERSONAS Pradeep Saxena
28 / M / Chandigarh
JOB: Marketing Associate
Monthly Income: 33,000/- INR
Hobbies: Establishing Relationship
-the alone bachelor-

11
Lata Purti
29 / F / Bhopal
Profession : B.Sc. (Bio)
Hobbies: Sports(Badminton), Reading short stories, Music, Traveling
-Housewife -
PERSONAS
0
0.5
1
1.5
2
2.5
3
3.5
4
computer
mobile
internet
payment
portal
willingness to
use
ecommerce
site
usage
Lata works as an associate with a major Indian advertising
Education: B. Sc. in Biology
Age: 27 years
Technical aptitude: Internet skills are limited to orkut and
facebook. And mobile skill only limited to messaging and
some talking
Weekly internet usage(personal): 12 hours
From where does he accesses internet: Mostly home
Scenario: Lata loves shopping and she sometimes roams in the mall just top get the .She is very brand conscious
which is a problem in Bhopal as she doesn’t have the access to major international brands which she find
Her husband is the zonal head of a major telecom player in the region. He regularly travels to Mumbai and Delhi
for his official meetings. Lata sometimes tag along with his husband in these trips . She uses these trips to have
her shopping desire fulfilled. She is usually not sure what she wants also she might go looking for a watch but
she mind end up buying a perfume, jewelry etc. She does use Facebook to connect with friends and relatives
and she also loves to post comments and upload pics to the wall.
She has seen her peers in metros using sites like fashion and you, Myntra to get very impressive deals on the
shop. She is a little scared of buying branded items online as she may buy a cheap knock off of a branded item.
But she finds that some of her friends have got exclusive deals for very premium products and she has also
registered on these sites to get some deals and range of major international brands.

Motivations:
1.Adventurous buyer and comes to
new sites whenever she finds good
deals.
2.Events and exciting offers
3.A huge range available online
which is not available offline in
stores.
4.Have access to all major brands
which her peers have access to in
the major metros.
Inhibitions:
1.Giving the same experience of the
shopping mall
2.Trust maybe an issue
3.Brand and image conscious, how
the product will look inside her
home.
4.If she doesn’t get the trust factor
right she might think that the shop
may be selling cheap knock off
products.
Hemlata Purti
29 / F / Bhopal
Profession : B.A. (Hon)
Hobbies: Sports(Badminton), Reading short stories, Music, Traveling
-Housewife -
PERSONAS

14
User Actions
Sear chi ng
Br owsi ng
Wi ndow shoppi ng
Ext ensi ve pr oduct r esear c
Pr oduct compar i son
Or der t r acki ng
Ret ur ns & exchange
Deal and Of f er s
Comment s & r evi ews
Pr oduct speci f i cat i on
Pr oduct l aunch
Checki ng St at us
Pr oduct spec

15
Problem Areas
• Trust issues with site. People feel it uncomfortable to share .
• Make the site navigation (flow) more easier.
• Visibility of all the system and user actions.
• Feed back to the user actions
• People find it difficult to use returns and exchange of products and lack of
transparency is a key problem.
• Very difficult to browse in categories and if any user is selecting a product for any
particular specification (expert user), it tends to be very difficult.
• Unnecessary information required at all steps.

Problem Statement | Information Needs
Can you help me choose the product I
am looking for. I have a some basic
requirements the product should cater
too.
Can you help me choose the product I
am looking for. I have a some basic
requirements the product should cater
too.
Can you please tell me how a one
product is better than another. Is it
worth the price difference I am looking
for.
Can you please tell me how a one
product is better than another. Is it
worth the price difference I am looking
for.
Can you provide me information on
best deals and offers in similar
products. Also please have
something similar in sale section
Can you provide me information on
best deals and offers in similar
products. Also please have
something similar in sale section
Can you tell me the best product for my
requirement. E.g. I have a 140sq. Ft.
room. I don’t know the volume but will a
1 ton AC provide appropriate cooling.
Can you tell me the best product for my
requirement. E.g. I have a 140sq. Ft.
room. I don’t know the volume but will a
1 ton AC provide appropriate cooling.
Can I know the main differences
between these products and the
difference worth spending that much
money over something which I may
never use.
Can I know the main differences
between these products and the
difference worth spending that much
money over something which I may
never use.
When do you have sale on your
shop. Can I get an early access
too your sale whenever it happens
When do you have sale on your
shop. Can I get an early access
too your sale whenever it happens

Problem Statement | Design Implications
 Improve findability and affordance
 Easy access to information on product range and various offers/ deals
 Provide ability to filter/ find information as per the desired criteria
 Brands are very important in this category, provide users it at every level
 Avoid cognition overload
 Provide results and not useless information.
 Provide easy-to-use intuitive ways to seek, filter and navigate through data
 Provide information in a step by step method rather than dumping at once
 Maintain standard of e-commerce sites (example cart, wish list etc.) and don’t create
something which is difficult for user to understand.
 Feedback to the users and also information flow
 Inform users about relevant sale and deal in the related pages.
 In Payment process, inform users at every step and show progress
 Make sure the validation and error messages are not too complex
 Allow users to research on their products at their own pace
 A compare feature that allows users to compare products and see the differences.
 Provide advice to novice users about the details on any particular specification.

Problem Statement | Price
My range is Rs. 20,000/-, can you
please find me a good split AC for
my bedroom.
My range is Rs. 20,000/-, can you
please find me a good split AC for
my bedroom.
What is the price that I will get. I am
looking at multiple prices. Which one is
applicable.
What is the price that I will get. I am
looking at multiple prices. Which one is
applicable.
Do I have to pay more when I get
the product delivered. Also if my
order is postpaid (Cash on
delivery) do I have to pay more.
Do I have to pay more when I get
the product delivered. Also if my
order is postpaid (Cash on
delivery) do I have to pay more.
I have a coupon code which I was mailed;
where do I have to use it. Also is the
coupon valid on all products and product
range. Is the coupon valid in overall cart.
I have a coupon code which I was mailed;
where do I have to use it. Also is the
coupon valid on all products and product
range. Is the coupon valid in overall cart.

Problem Statement | Price
 Coupons whenever mailed should provide clear information about their use
 Keep a one clear price, if a product is marked down then slash the price.
 Price as a filter so that user can clearly see the product in their range
 Avoid overload
 Provide results and not useless information.
 Provide easy-to-use intuitive ways to seek, filter and navigate through data
 Provide information in a step by step method rather than dumping at once
 Maintain standard of e-commerce sites (example cart, wish list etc.) and don’t create
something which is difficult for user to understand.
 Feedback to the users and also information flow
 If a coupon is disallowed, provide clear information rather than declined.
 In Payment process, inform users at every step and show progress
 Make sure the validation and error messages are not too complex
 Allow users to research on their products at their own pace
 A compare feature that allows users to compare products and see the differences.
 Provide advice to novice users about the details on any particular specification.

Problem Statement | Support
Do you have support for the item I
have purchased. How do I use my
warranty or guarantee
Do you have support for the item I
have purchased. How do I use my
warranty or guarantee
If the product breaks down when and
how can I replace it. Who will take care
about those stuff you or the brand.
If the product breaks down when and
how can I replace it. Who will take care
about those stuff you or the brand.
You provide demo and support for
your product. How does it work, do
I have to pay for it.
You provide demo and support for
your product. How does it work, do
I have to pay for it.
Can I see the status of my order, has it
still been shipped or still with you.
Can I see the status of my order, has it
still been shipped or still with you.
I want to have my product exchanged,
how can I file for return and will I be
getting an exchange or a store credit.
I want to have my product exchanged,
how can I file for return and will I be
getting an exchange or a store credit.
Do I have to pay any extra charges for
the installation and delivery.
Do I have to pay any extra charges for
the installation and delivery.
The product you sent me is not
working properly. I want a new
product or give me my money
back. Please do it fast
The product you sent me is not
working properly. I want a new
product or give me my money
back. Please do it fast

 Mention the support online and offline very clearly, also be very clear about the post sales
support.
 In case of online support provide user with all the information very clearly, if you are have
separate return policies for different section; mention clearly in heading with appropriate
information.
 Return policy should be mentioned very clearly.
 When mailing the user order and other information, also attach important link of order
tracking and order cancellation. It will be difficult for user to locate them.
 Mention very clearly in each product about the installation and delivery charges, please
keep in mind that if this information
 Avoid overload
 Build up the knowledge of functionalities and capabilities of the shop gradually. Don’t
provide it at once at confuse user. For example don’t mention returns exchange
information on home page in detail but whenever the order mail is sent to the user , send
the user order cancellation, return and exchange link.
 Until and unless you are not on the action page, don’t provide ‘how it works’ information.
Provide it only at the page as it is more clear and less confusing, otherwise the user is
going to get irritated by back and forth.
 Don’t provide contradictory information. For example there is a general return policy and
a very specific for any other category. Mention it very clearly (boldly) in the main policy
that ‘that’ (not ‘some’) category may have different policy.

 Flexibility to the user
 A lot of users don’t like to call customer support and for a big shop it is going to be a lot of
overhead costs and sometimes even a misunderstanding can be very bad experience for
the user. So give the users maximum flexibility to use the shop and its feature without
calling the customer care.
 Flexibility to the user
 A lot of users don’t like to call customer support and for a big shop it is going to be a lot of
overhead costs and sometimes even a misunderstanding can be very bad experience for
the user. So give the users maximum flexibility to use the shop and its feature without
calling the customer care.

End user goals
Analyzing the gathered data, the user goals vary at different phases of travel:
Phase Goal
Browse /
Search
To get inspired, find travel ideas & decide on the trip to take
Compare Comparing products and finding the best detail.
Select Selecting the best product as per user’s requirement
Shop/ Pay Pay for the product with ease also taking care of users' security
Delivery Let the user know everything about the shipping and delivery
details, so that trust between the shop and user remains firm
Support Make it easy and flexible for user to take support from the shop.
Allow user easy access to return, complaints & grievances.
Browse
Compare Select Payment Delivery Support
Search
Deals

User Needs
 More user engagement in review section
 User generated content to help increase trust in the comments section.
 Help user understand the specifications and other details about the product.
 Increase overall visibility and trust inside the web shop.
 A more robust and intuitive experience for all the users - novice ,expert & regular shopper.
 Home appliances are not only just for functionality but also they modify the overall
aesthetics of the home.

Inferences & Ideation
 Online advise section – to help novices user select any product. Tell
users what does each specification will improve product.
 Clear and simple return policy that can be easily visible and used.
 Multiple images of product
 Related videos of the product to improve the user engagement

Design Solution Framework
User context
Brand
Guideline
Design Guidelines
 Agile UX
 Iterative Designs
 Phase wise implementation of
Design & functionalities
 RITE methodology

Next Steps
• Review and validate user research analysis
• Translate the user research analysis into user requirements.
• Ideate Mockups and respective design solution
• Use low-fidelity mockups to validate the user requirements
• Use medium-fidelity mockups to validate the user task flows
• Convert those low fidelity mockups to wireframes and post-
validation share the wireframes with other stakeholders.
• Process the wireframes into IDD and other design documentation
for stakeholders.
• Repetitive testing & implementing changes as per the iterative
testing (RITE)

Thank you

UX Design Process Next Online Retail

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