Creating user journeys can be a sluggish process. You have to do interviews, then ploughing through a plethora of notes, analyse and process them on a poster and perhaps do some post-interview questionnaires because you found many gaps in the story.
Normally we blame our own misfortunes on our environment and others’ misfortunes on their personality (Donald A. Norman). But when it comes to user experience, the opposite is often the case. A user will blame himself first when he can’t use a website properly or when he can’t handle a product like it’s designed to do. But users don’t need to blame themselves.
I’m sure we all did some kind of online shopping in the run-up to Christmas. I’m also pretty sure you are doing some online winter sales shopping to quickly get that 50% off, aren’t you? I know I am. Online shopping is an easy alternative to the bricks and mortar stores and is a growing business around the globe. In 2015, 44.3% of worldwide Internet users purchased products and services online and by 2018 this number is expected to grow to 47.3% (source). In 2014, 64% of the Belgian population purchased products or services over the internet, spending on average 153 Euros per month (source).
However, these figures aren’t only a good reason to focus more on growing profitable online operations, they also act as a motivation to create a simpler, clearer and practical shopping cart.