LeaderFit
Research Stage - User Journey
Leaderfit Equipment is a prestigious sports and fitness equipment provider. The project consisted on redesigning their current website by using UX Discovery methodologies to co-create solutions with the Leaderfit team.
From kick off sessions to gather requirements and insights, to prototyping and high fidelity wireframes, the whole project was conducted in a month. The screens and information displayed here were some of the stages in the process, the rest was designed by Gaspar Ramos and Matias Serra.
Wireframing
Wireframing taked into account making the purchasing experience easier for the 4 personas defined above. In order to achieve this, different sections aimed to target users were proposed to encompass the items they would require according to their profiles.
User Testing Results
Goals:
Testing with target users the usability through prototype interaction
Finding pain points in the prototype to make iterative improvements
Session Length: 30 min. each participant
Users: Targeting Participants
The following is an estimate of the user testing targets, feel free to change the users according to your possibilities:
Quantity: Min. 2 - Max. 5 people
Age: If possible, choose different age groups
Background: If possible, have both professional and non-professional French users
Only requires internet connection, microphone and camera preferably.
Guerrilla Testing as an Alternative
If the previous scheme of users is not possible for the testing sessions, prototypes will be tested by any available users from the LeaderFit team following the same testing methodology.
Usability Sessions Structure
- Introduction (5 min.)
- Presentation of the team and session objectives to the participants
- Explanation of the tasks and instructions to proceed
- User Testing (15 min.)
- The user performing a given task will interact with the prototype and, if agreed, will be recorded.
- Testing Conclusion (5 min.)
- Observations and comments will be added if the user considers it necessary.
- Closing User Testing (5 min.)
- Presentation of the team and session objectives to the participants
- Explanation of the tasks and instructions to proceed
- User Testing (15 min.)
- The user performing a given task will interact with the prototype and, if agreed, will be recorded.
- Testing Conclusion (5 min.)
- Observations and comments will be added if the user considers it necessary.
- Closing User Testing (5 min.)
Leaderfit - User Testing Report
Summary
Medium fidelity prototype tested with 7 users (2 coaches, 2 marketing people, 2 salespeople and 1 art director from Leaderfit) in sessions of max. 30 minutes with open-ended questions of overview website perception, information architecture understanding level, global design rating on 1-10 scale and a purchase task for completion.
Notice that the fidelity among screens has varied, with the landing page the highest in quality to focus on the experience the user encounters when making the first contact with the redesign.
The result of screening and targeting users resulted in both guerrilla and final user testing.
Pain points:
- Not being able to find an item by going first to the search bar
- Visibility of navigation buttons
- Navigation in the checkout process: is the stepper clickable?
- Lack of the brand color along the website design
- Images are too clean
- Resemblance with Adidas website weakens branding identification
- Adjust font sizing
- Sometimes not easy to read small fonts
- Unable to compare products in the same window
- Visibility of navigation buttons
- Navigation in the checkout process: is the stepper clickable?
- Lack of the brand color along the website design
- Images are too clean
- Resemblance with Adidas website weakens branding identification
- Adjust font sizing
- Sometimes not easy to read small fonts
- Unable to compare products in the same window
Gain points:
- Clean website
- Innovative navigation sidebar
- Understandable sections
- Purchase flow steps are clear to understand
- Purchase feels secure
- Payment methods available, easy to spot
- Shipping options, easy to read and spot
- Innovative navigation sidebar
- Understandable sections
- Purchase flow steps are clear to understand
- Purchase feels secure
- Payment methods available, easy to spot
- Shipping options, easy to read and spot
Highlight Adjustments
The first content the user sees above the fold must be oriented to reinforcing that LF sells high quality products to build a gym either as business or at home.
Keep both the B2B and B2C approach, but highlight the former.
