UX research
Green Man Gaming had identified an opportunity for the business to invest into looking at how an improved user experience could increase conversion rates on their video game-key retail site. Three key areas of importance were identified where this goal could be successfully achieved; path-to-purchase, content organisation and search functionality. A deep dive was taken into the way these areas were experienced by users in order to provide detailed recommendations via user flows and wireframes. The following case study presents our work for path-to-purchase.
Activities:
UX Teardown // User flows // Wireframes // Prototype // User testing
Year:
2019
UX TEARDOWN
Friction points needed to be locked down off the back of the mobile purchasing journey which highlight key areas to improve. This was a light tough investigation where eight friction points were noted for discussion with the wider team. This helped to understand why issues existed at certain stages; mainly barriers set by the technology behind the experience and specific business requirements.
COMPETITIVE ANALYSIS
In order to gain insights and inspiration, a thorough analysis of Green Man Gaming's competitors was conducted. By examining key elements within the purchasing journeys (such as layout, search functionality, cart behaviour, checkout flow, and age-gating) trends and best practices were identified, along with potential areas for improvement. The findings were used to establish a set of guiding principles for enhancing the user experience, and to inform decision-making around design and functionality for the project at hand.
USER FLOWS
Before the wireframes for path to purchase were created user flows were needed to be mapped out. The business and technological framework required the user to authenticate ahead of checking out.
In order to reduce friction for the user we recommended a social guest login where a user would only be met with four actions before beginning the actual checkout flow.
WIREFRAMES
Once the user flows were finalised it was appropriate to begin wireframing the page layouts.
A document was produced to demonstrate how the information could be organised to suit the experience we had designed in the user flows.
Following our quick authentication flow approach, the best and shortest checkout experience it was recommended that a user would authenticate using payment services like Apple Pay or GPay.
This way the payment details would be automatically available and prioritised for checkout.
PROTOTYPE
In order to improve or validate our approaches, we developed prototypes that reflected the flows using our wireframes. These wireframes included colour systems that could help test participants understand and differentiate interactive elements required to appropriately navigate through the flow. The following prototype is the one we used to test our solution for search and guest checkout using a mobile number for path-to-purchase.
