Client Brief

Research

Discovery

Goals

1. OKRs

   1. Objective: On the PDP, limit the distractions to Add to Cart.

   2. KR1: Review with Laurie

What is changing?

1. Location of primary Add to My Lists button.

2. In the size section and bundle builder, Add to Cart are secondary button types.

3. In size section, Add to My Lists icons have new styling.

4. Location of Frequently Purchased (moved below Buy Section).

5. View example of current PDP:

   1. Example of a PDP that has extensive recs driving Product Details and Product Specs down the page

Research Questions

1. Do we want to keep people on this page? Or is it considered a failure if they don’t go to this page and try to search for it?

2. Is it easier to add to cart with the new design?

   1. “Easy” = no distractions from adding to cart, no confusion.

3. Can users discover how to the product to their lists?

4. Can users discover how to add a different size to their list?

5. Are there distractions to add to cart, and if so, what are they?

6. Can users add Frequently Purchased Together products to their cart?

7. Can they find product details?

8. We want to understand how important the following sections are:

   1. Specifications

   2. Packaging Info (amount in a case or pallet)

   3. Availability for Shipment

      1. B2C scenario - consider that consumers are used to immediate shipment, could that weigh in their purchase decision?

   4. In-store Availabilty

   5. Quantity of products in stock at their nearby store

      1. “How often does the quantity of products in stock at your nearby store effect your decision to purchase?”

   6. Product Details

   7. Recommended Accessories

   8. Price

      1. Note: B2B are more interested in availablity vs price. They’d rather come to us for a large quantity of things, and they’re willing to pay a premium.

      2. Could we incorporate price as a part of the shipping/delivery question?

         1. We’re interested in understanding if the cost for delivery weighs heavily at the time of making a purchasing decision.

   9. Return policy

   10. Shipment availability

   11. In-store pick-up

       1. If it weighs heavily into their decision, is it possible to also ask why (i.e. To avoid shipping/delivery costs? To get the product as quickly as possible?)

       2. Example of a common scenario regarding availability - B2B customers commonly request to have their rep pick up the product today in ## amount

Type of Test(s):

1. Remote Unmoderated Tests (RUT): Screened UserZoom Participants

   1. Get initial findings through screened participants. Can they find Add to My Lists, Packaging Info, etc?

      1. Laurie has a sample screener we can use to identify our user types

   2. Use RUT results to inform remote moderated tests with customers

   3. What are we testing?

      1. Prototype of existing PDP

      2. Prototype of new PDP

   4. Audience:

      1. Recruit 5 B2B users per mockup

      2. Recruit 5 B2C users per mockup

      3. 20 users total

2. Remote Moderated Tests: Existing customers

Script for Unmoderated Usability Test

Script for Unmoderated Usability Test

Tasks

1. First Scenario

   1. B2B Scenario - Pretend you’re working a job, and you need a toilet. You’re reviewing this toilet before purchasing.

   2. Task - Identify if this product is ADA Compliant.

   3. Task - Find warranty information for this toilet.

   4. Task - You’re wondering about prices for similar toilets. How would you find that?

   5. Task - If you haven’t already, how would you find prices for similar toilets on this page?

   6. Task - What would you do to get the tank for this product?

   7. Task - If you haven’t already, how would you find the tank on this page?

   8. Task - Find out if the seat is included in your purchase.

   9. Task - Purchase the seat for this toilet.

      1. Drew will make bundle builder interactive

   10. Task - You’re not ready to buy this, but you’d like to save it for future reference. How would you do that?

2. Second Scenario - Pretend you need a PVC socket, and you’re reviewing the product information before purchasing.

   1. Task - Purchase this product in size 1-1/2 in.

   2. Task - You checked your product specifications again, and you also need this in another size. Purchase this product in size 3 in.

   3. Task - You may need one in size 4 in., but you’re not ready to buy it. How would you save it for future reference?

Follow-up Questions

1. How hard or easy was it to find the information you needed on this page? Please explain your answer. (Display rating scale: 1 - Very Hard, 5- Very Easy)

2. When you need to purchase, what are the most important pieces of information for you on the product page? Please rank from most to least important. (Randomize options - If ranking unavailable, then have user choose top 3.)

   1. Specifications

   2. Packaging info

   3. Options for pick-up or delivery

   4. Product details

   5. Recommended accessories

   6. Other (Please explain)

3. Matrix rating scale: How much does the following influence your purchase decision? Please explain your answers outloud.

   1. Rating scale:

      1. It matters a lot

      2. It’s important, but only in relation to other factors

      3. It’s sometimes important

      4. It rarely matters

      5. Doesn’t matter at all

   2. Amount of inventory at your nearby store

   3. When will it ship?

   4. When will it arrive?

   5. Return policy

   6. Cost for delivery

   7. Product price

Analysis

Stakeholder Decision

Design

Conceptualize

Testing

Production

Evaluation