EDtECH E-COMMERCE WEBSITE
User testing to improve the checkout experience
To protect company data confidentiality and keep this summary concise, certain details and metrics have been intentionally omitted. Still curious after reading this case study? Let's chat!
Robolink, an edtech company dedicated to inspiring kids to learn coding and artificial intelligence through robotics, recognized the need to enhance their online shopping experience. The goal of this research was to identify pain points in the checkout process, with a specific focus on the ease of finding and using purchase orders—an essential feature for schools making large purchases.
Timeline
From explorations to final company-wide presentation in 2 weeks.
Background
Robolink's primary goal was to increase sales by reducing cart abandonment and improving the completion rate of bulk orders from educational institutions. By enhancing the checkout process, the company aimed to provide a smoother, more intuitive experience that would lead to higher conversion rates and ultimately boost revenue. Additionally, Robolink sought to strengthen its reputation as a reliable partner in STEM education and improve operational efficiency for large orders.
This category outlines the step-by-step approach I took while leading this project. Several details are intentionally being excluded due to confidentiality.
Research & Planning
Conducted market research to identify existing scheduling challenges and user preferences. Defined target audience segments and outlined key features based on user needs and market trends.
Methodologies
Methodologies:
User Testing: Conducted remotely to accommodate different user needs and contexts. Sessions were held with teachers, parents, and school directors to gain a comprehensive understanding of their experiences and challenges.
For sessions with teachers and school directors, extra focus was placed on navigating the purchase order process within the checkout flow to pinpoint areas of confusion and difficulty.
Card Sorting: Employed to improve the findability of key features, such as purchase order options, by understanding how users naturally categorize and prioritize information within the checkout process.
Findings
Difficulty in Locating Purchase Order Options: School administrators struggled to find and apply purchase orders during checkout, leading to frustration and abandoned carts.
Complex Navigation: The checkout process was not intuitive, causing users to frequently become lost or confused by the multiple steps required to complete a purchase.
Inconsistent User Experience: Users reported inconsistencies in the checkout process, which affected their overall experience and led to dissatisfaction.
Deliverables
Presentation decks for stakeholders summarizing key insights and proposed changes.
The implementation of these improvements resulted in a more user-friendly checkout experience, particularly for school orders. Robolink observed an increase in completed sales and received positive feedback from educational institutions, further establishing its reputation as a trusted partner in STEM education. The enhancements also contributed to meeting key business goals by improving conversion rates, customer satisfaction, and operational efficiency for large orders.
