How might we improve the
online shopping experience
of the NewEgg IOS app?
Project Members: Alicia Mohammed, Danny Munshi, Adam Dimla
Who is New Egg?
Newegg Commerce, Inc. is one of the biggest online electronics retailers.
In 2020 alone, laptop and desktop sales exceeded $302 million. [1] This can be attributed to the advent of the Pandemic.
Online retail stores are now the go-to source when purchasing computer hardware.
[1] Consumer Media Stat: https://fortune.com/2021/01/11/covid-computer-sales-lenovo-hp-dell-apple/
Despite a 4.7 star review on the App Store, comments show a flood of poor reviews indicating a need for investigation.
Goal:
Identify opportunities to improve the usability of Newegg’s iOS mobile app.
Heuristics Used In This Evaluation
Aesthetic and Minimal Design
Is the overall UI of the
design simple and concise?
Match Between System and Real World
Does the language speak to the user like a human?
Consistency and Standards
Do design decisions follow industry platform consistencies?
Error Prevention
Are there any mini safe guards to prevent users from making mistakes?
Flexibility and Efficiency of Use
Use of accelerators unseen by an average user?
User Control and Freedom
Are there any undo options/ways to emergency exit from a task?
The Task Flow
For this evaluation, the task of choosing a laptop was evaluated. This involved 4-5 different steps.
The main Task Flow that this evaluation is focusing upon. These Key Screens will be adjusted.
Issues/Violations Found:
A. Home Screen: Reorient Hamburger Menu.
B. Home Screen: Remove middle navigation bar.
C. Home Screen: Reorient Sign Up CTA.
D. Category Screen: Replace & Reassign Category Menu
E. Product Screen: Rework entire information hierarchy.
F. Product Screen: Change naming convention of entire product category.
G. Account Register Screen: Rework Form.
H. Account Register Screen: Fix CTA.
I. Cart Checkout Screen: Add back button.
Overall Useability Score
A rating of 68.75% was given, which isn't too bad, but also shows there's room for improvement.
For the purpose of this evaluation, we chose to focus on the top 4 violations and improve them.
Prioritizing App Changes
Fixes
Improved Task Flow
In Conclusion...
Why are these changes important?
- Creates a better overall experience
- Build customer satisfaction and loyalty
- Boost conversion rate = Increase revenue
