Issue
Sears wanted to get a better sense of what prices shoppers wish to see while shopping, especially when they are checking out. Additionally, previous studies have shown that some misunderstand how much products are and what they will be paying at checkout. The UX design team came up with two design concepts but before implementing them, wanted to know if one design had higher comprehension and/or user preference than another.
Process
A quantitative survey was launched using one of our survey tools. It remained open for three days and a total of 844 members from our internal database participated in the study. These members were broken up into three groups: one group viewed and answered comprehension questions on live order summary experience(the tested design), another group viewed and answered questions on concept A, and a third group viewed and answered questions on concept B.
Outcome
Overall, this study illustrated that users had a strong preference of one design over the other two. Furthermore, we learned that having multiple prices listed (like “Regular Subtotal” and “Price Savings”) led to lower scores of comprehension. However, because these scores were within the margin of error, there was no significant difference in comprehension among the three designs. Additionally, this survey helped to identify which prices members deem as important and wish to see on their order summary.
Due to the results of this study, the design team came up with a new order summary design that is seen on our website today. Today’s design is more clean due to less price information being shown. Instead, the only prices shown are ones shoppers can expect to pay at checkout.
My Contributions:
Create and launch survey
Analyze data
Create and present report