2 Weeks
2
Retail
US
Our Assessment Methodology
We employed a triangulation methodology to conduct a comprehensive assessment.
WE ANALYSED
Multiple Feedback Channels and Benchmarking Tools
Voice of the Customer
Baymard's Benchmarking
Customer Journey Mapping
HE through the lens of Nielsen Norman Guidelines
Voice of Customer
What is working
Praised for its user-friendly
interface and seamless
shopping experience,
especially for those with ABC's
cards.
Customers appreciate the
variety and quality of products
available.
Users like ABC's offers.
With the help of filters, they can
find what they are looking for.
Interface Issues
Cumbersome checkout process.
Unable to operate app on iPad due to the tiny screen.
Users find it inconvenient to require an app to view product prices in stores.
Need more filtering criteria.
While paying through Paypal, option to apply gift card is not available.
Other Issues
Long wait times and unresolved issues during customer service interactions are reported.
Bugs in navigation.
Problems in accessing credit card balance pages are reported.
Many gift card issues were reported, primarily related to the inability to apply the card when attempting to use it.
Glitches while payment.
Detailed UX Performance Benchmarking
Customer Journey Mapping
ABC's Strengths:
Best Practices in Action
User-friendly authentication and registration
Live assisstance from style expert.
Omnichannel Integration - Delivery and Pickup
Loyalty Program Integration
Registry Feature
But Some Opportunities to Provide better User Experience
Recommendations
UX
JOURNEY OPTIMIZATION
Let users select the nearest store upfront.
Provide clean user flows with contextual info only.
Breakdown the journey into feeding one type of info at a time.
CONTENT & TRUST BUILDING
Clear & upfront communication of return policies.
Display full-screen images/videos of the product.
UI
MATCH UI ELEMENTS WITH USER ACTION
Misleading slider that only displays information without user control.
Unclear hyperlink styling for delivery/pickup toggle.
Inconsistent content structure between shipping (timing) and pickup (location) sections.
Ensure interactive elements are sufficiently large and well - spaced to minimize accidental taps.
NEXT STEPS
Auditing Hybrid Experiences (In Store + Digital) by Interviewing Users
Interviewing customer service executives & store manager to understand common user issues and customer feedback.
Workshop with business and product stakeholders to align on experience strategy.
