After conducting our research analysis, we discovered that we had to base our UX decisions on four key principles in order to deliver an enhanced mobile buying and services experience. These were trust, simplicity, value and service.
What did you do?
We worked with Sainsbury’s in an agile process of rapid prototype development, end-user testing and reactive design.
Taking the user stories we developed from our initial focus group research, and using rapid concepts and card sorting on whiteboards, we created a series of flow diagrams mapping the primary user journeys. Referencing competitor sites and drawing upon simple and intuitive search interactions, we began to develop the experience throughout our wireframing process.
We created clickable wireframe prototypes to test with our end users. This was done in two ways: first we used online tool whatusersdo.com to obtain quick feedback on initial ideas. After refining these wireframes further, we used dedicated user-testing facilities to test our designs with our target audience. The testing found that we had successfully designed a simple search solution, but elements of trust – when it came to monthly payment calculations – and value were not being communicated clearly. Based on this human insight, our wireframes were adjusted and retested for validation.