Role: User Experience Designer
How do you better a mobile checkout form for a harried, traveling mother within 24 hours? That was the challenge laid before me by Virtusa, a design consultancy with a specific exercise that they hoped I might accomplish. Virtusa provided a specific scenario and a previously designed checkout form, asking me to improve the experience for Samantha, a 34 year-old mother, waiting to board a flight for week’s vacation in Colorado with time to kill in which she does some impulse shopping, buying a dress at a leading fashion website for the first time, hoping to ship it directly home.
With only 24 hours to turn around the design, I had to resort to an abbreviated period of discovery in which I mostly focused on comparative analysis of other websites that provide the kind of service and features Samantha might need from a checkout experience. I worked up a brief persona for Samantha based on my knowledge of my own wife’s likes/dislikes (she and Samantha being in the same age and situation, traveling working mothers in their early thirties), assessing outside factors that could hamper her purchase (one handed purchase while she wrangles kids and luggage; limited connectivity; time constraint) and then established a series of user stories for Samantha and the site—both sides of the transaction—and used them to draft a list of key features —i.e., stepped progression, multiple sign-up and payment options, checking out as a guest, enabling voice dictation for input fields) that would better the checkout experience for our harried mother.
From there I began a series of microframes and sketches, evolving them into customer journey and then full wireframes. Once done, I again surveyed popular fashion websites Samantha might explore (Lord & Taylor, Ann Taylor, Neiman Marcus) for patterns and style, arriving at a final, proposed visual design which was well received and praised by the stakeholders at Virtusa.
My deck containing the complete discovery, documentation and redesign can be viewed HERE.