Test a “my cart” page from different user persona’s perspectives, share your personas!
I will test using three personas from this blog: http://blog.artifacia.com/12-buyer-personas-for-online-retail-shoppers/
These personas don’t lend themselves so well to just testing the shopping cart, so I’m just going to do a general shopping test.
They all want to buy a toaster from briscoes.co.nz
1. Discount chaser
- Will be looking for something on sale
- Will probably want to use a promo code
- Likely to use a mobile device
First thing I notice is there’s a great big sale on, so I click the link, which just scrolls me further down the page.
There are no toasters highlighted.
So I scroll to the top and search for toaster, which returns many results
I can’t filter or sort by price, which is annoying, when I have five pages of results.
A few pages in, I start to get some non-toasters, which is also a pain.
The cheapest toaster I’ve seen is $29.99, back on page one.
There are two of them, but the Zip toaster is reduced from $99.99, a much bigger discount, so I perceive this to have more value.
So I go to buy it. It looks like there’s a few cropping issues with the cart on mobile, but the price is clear and I can check out easily.
There is also room for a promo code (but I don’t have one). Odds are it wouldn’t apply to sale items anyway.
Possible bugs: Poor search / filtering, cropping issues on mobile view in cart.
- Looks for complete information about the product
- Reviews are important
- Thorough comparison is good
I search for ’toaster’. The results are sorted by popularity, which is a good sign for me.
The most popular item is only a two-slice, I want a four-slice, so I look at the next available - a Brabantia.
It has lots of good features, but only a 3.5 star rating, and a couple of nasty reviews.
The third item down is a Sunbeam, with only a 3 star rating, but the reviews aren’t as bad. It’s also cheaper.
The next item on the list. Also a Sunbeam, and pops up an autoplay video of toast.
This makes me feel like it’s a premium item, being given special promotion. But, no reviews.
This is starting to get annoying, and I feel like this could have been faster if I could sort my search results by review / rating.
Continuing on down the list, the next four slice toaster is a Breville. It has a five star rating, has some neat features, and is on sale.
This is promising, but my search is not done.
Further down the list, a Delonghi and another Sunbeam. Both with 4.5 star ratings, the Sunbeam one has eight four-or-five star reviews. This is also promising.
I could keep going, but I now have three viable options.
My experience tells me that of the three, Sunbeam is a better brand. It’s also slightly cheaper, and seems to have a strong feature set.
I can add this to the cart, and then check out easily. I am not concerned with details here.
Poor search / filtering
Possible improvements: A feature to compare different items, similar to what apple.com does
- Puts stuff in the cart and forgets
- More likely to buy if there’s time pressure
- Too many options are confusing
I search for ‘toaster’, which returns 49 results.
They’re sorted in order of popularity, so the Brabantia four slice seems a good option. The next in the list though, the Sunbeam is considerably cheaper.
I add the Brabantia to my cart, but I’m having second thoughts, so I close the window.
I know the sale ends in 7 hours though! So I’ll definitely go back soon.
I do, and the item is still in my cart. But I think I’ll buy the Sunbeam instead.
This time I search for Sunbeam Toaster.
A smaller result set is returned, but the most popular item is not the one I was looking at earlier. In fact, this is fifth in the list. That’s really strange.
Anyway, I find it, and add it to my cart, and can check out successfully.
Good features: The countdown on the page for when the sale ends pushes me to complete the purchase - that’s good
The search results ordered by popularity are in a different order depending on the search term. This seems broken.
Whew! That’s a lot of work, but reveals some interesting bugs / quirks!
Glad I didn’t commit to doing twelve personas!
Thanks for reading, that sure was a lot of writing!