Interactive prototype in figma

UX Research

Task

In an online store with a WOW function - when placing an order, you can choose which courier will deliver it. Preliminary closed testing showed that potential customers are more likely to choose couriers with higher wages but lower productivity. It is necessary to create a UX solution so that customers choose couriers with lower wages and higher productivity.

Decision

The UX Designer hypothesized that when creating a drop-down list with couriers sorted by category, it is possible to solve the task and help the user choose objectively the best couriers for the delivery of goods.

It was decided to choose such filters:

1. Delivery speeds

2. Shipping prices

3. Rating

It was decided to generate photos of people using And, at the same time, use attractive facial features and not attractive in public opinion. Attractive features were assigned to couriers with higher pay and lower productivity. This was done to make testing more difficult and the results obtained more objective.

What questions should the study answer?

1. Will customers use the drop-down list when choosing couriers?

2. Will customers, if there is a drop-down list, select couriers based on objective indicators, i.e. at the top of the list after sorting by parameter?

Conclusions

1. Based on the results of a UX study on an interactive clickable prototype, we can say that users prefer to use a drop-down list with a filter to sort couriers by objective indicators.

2. Users mostly began to choose couriers from the top of the list, which are the best from an objective point of view.

3. The UX solution has led to a simplification of the use of the website interface and the economic benefit of the company.