I ran usability tests with 9 volunteers from Toronto, ON. Selection process required users to be a regular online shopper, with at least one of these online purchases being for books. On the existing Green Apple Books site users were tasked with adding two specific items to their cart, without the use of the search bar, then proceeding to and completing checkout.
Feedback based on the original Green Apple Books webpage resulted in these findings:
As users navigated around the site, the shopping cart moves from one location to the next without ever establishing a fixed, and known position. 100% of users were left confused and asked for assistance.
Create design templates as building blocks to maintain consistent and help users locate key site features like the shopping cart.
Within the Browse Books tabs page existed 54 different categories in which users could search for books. This overload of information left users feeling overwhelmed with options and less likely to use the feature.
Develop a hierarchy of information to reorganize the site structure in a meaningful way.
The long, single paged shopping cart left users unable to determine their position to purchase flow. Upon further questioning with users, 5/6 users said they were more likely to abandon purchase midway when the checkout process is unclear.
Break checkout into relevant parts to allow user to know their position in the flow
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