UCD for Labor Law Poster eCommerce

We started this project by doing three reports: a competitive analysis, a “voice of the customer” report (which analyzed customer feedback they supplied), and a UX optimization report (what we call auditing their current site).

After that, the project was limited to a UX redo of the homepage, their “Advisor” (a step-by-step wizard form that recommended which labor posters you need), and improvements to the individual product page.

Our work was medium fidelity, without visual design.

This project also included user testing, which was conducted with UserTesting.com. Our report explained that while the new Advisor did well, the changes to the product page were not well received. The client took this poorly and decided they would just pick and choose what they wanted to do with that page (without further UX work, advice, or user testing). That seemed like a good time to consider the project completed and disconnect from that client.

You can see the Advisor in action by visiting the prototype and using password ptype to access it. https://r7xm72.axshare.com/advisor_v2.html   The final page with suggested posters is hard coded; it’ll recommend the same thing no matter what you selected in the wizard.

You must choose California on the first screen. The rest of the questions will accept any answer.

Some of the Process and Deliverables

Competitive Analysis

This is one slide from our PPT analyzing competitors. We learned that all of these companies are ripping each other off without much care for the user experience.

UX Optimization Report

This is one slide from our PPT auditing their current site (client name redacted). Their current homepage experience was a mess, leading to the project to redesign it.

Redesigned Home Page

This prototype screen shot (broken into two) shows the redesigned homepage — more modular, more modern, better attention to what’s really important to customers.

The only thing that tested poorly was that participants thought that the hero CTA about starting the Advisor was the CTA for the state selector next to it. They are actually separate paths on this site. Great catch from our testers, easy to fix.

Despite our report and additional explanations, the client didn’t think anything needed to be changed.

Before – Advisor Wizard Question

Before the project, the Advisor asked one question at a time. This made the process feel incredibly long and slow.

The two buttons looked equal, both primary buttons. The help text wasn’t helpful and just added cognitive load. There was a focus on every question on calling support… most companies do not want people leaving websites to pick up phones. It’s better to create an intuitive process that can be completed quickly here without needing customer support reps.

Redesigned Advisor Wizard – Step 1

For our redesign, we wanted to move all of the questions on to two screens. We used progressive disclosure so that you didn’t see the next question until you answered the previous one. 

Additionally, when the customer chose certain answers, additional information appeared (or stayed hidden). That way, we can help inform and educate people as they moved through the long form.

You didn’t see the “Next” button on the bottom until you filled everything out on that page.

Redesigned Advisor Wizard – Step 2

Here, you can see the end of the wizard process. It includes promoting this client’s upgraded, more expensive subscription services.