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.
Sometimes it occurs that you notice some pages or elements on your website don’t really provide the return or outcome you’re trying to reach. Via UX research you can specifically detect which pages form a bottleneck for your sales. On the other hand you’ll get to know the behavior of your users and see how they interact with your website and where it all goes wrong. You’ll find out how to optimize your website which will ultimately lead to higher sales, more visitors and returning customers. You don’t even need a lot of people to uncover these problems: by conducting a test with 5 users you will already detect 85% of your sites problems.
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.