top of page

Figuring out why people are leaving their carts

Her Velvet Vase

Research/Wireframe  • 2022

65968.png

Background

Her Velvet Vase, a Singapore-based e-commerce fashion brand, focuses on basic women's clothing. They approached us with a challenge - a significant number of customers were abandoning purchases, resulting in a high bounce rate and unfinished transactions. Their target audience comprises local and Asian females aged 20 to 45.

Timeline

4 Weeks

Role –

With a team of 4 UX designers, I was responsible for:

  • UX Research

  • User Interview conduction

  • Wireframes

Challenge:

1. 

Lack of Structured feedback from existing and new customers on the purchasing experience on HVV

2. 

Lack of understanding what international customers were looking for.

Screenshot 2023-08-11 at 8.55.44 PM.png

Problem statement:

How might we improve the users’ shopping experience on hervelvetvase.com so that more customers will complete their purchases and reduce cart abandonments?

Research Objective

1

Understand customers’ experiences using the website and identify their pain points in making a purchase

2

Understanding purchasing decisions of new and existing customers

Discover

We started to question

Research questions:

  • What are users frustrated with on HVV.com?

  • What are users’ behaviour and attitudes shopping online?

  • What causes users to drop off?

  • What do users want?

Google Anayltics/ site traffic

Traffic Sources 

8.png

Devices: Are they coming through on mobile or desktop?

9.png

Number of returning users per month e.g. the customer visited within the same month a couple of times:

27.56%

Heuristic Evaluation

#1
Visibility of system status

“Always keep the users informed about what’s going on”

Key Findings

  • Low colour contrast: poor visibility of copy, CTAs; lacks visible differentiation between clickable, disabled states, and required fields in forms

  • No “No results found” statement when there are no relevant products based on the applied filters

Competitive Analysis

Creating
Prototype

Local Brands

Screenshot 2023-08-09 at 12.28.01 AM.png

Overseas Market

Screenshot 2023-08-09 at 12.28.10 AM.png

International Market

Screenshot 2023-08-09 at 12.28.20 AM.png

Commonalities

Same visual language as brands with similar products and target audience

Minimalist aesthetic
and neutral colours

Restocks and backorders

Opportunities

  • Social commerce on LINE, WeChat, or other channels to reach new audiences

  • Build brand loyalty by focusing on differentiators, e.g. moodboxes,
    exclusive prints

  • Highlight shipping destination options

  • Lifestyle content/rewards through

  • brand partnerships

User interview

9

Users
5 Exisiting
4 New user

20 - 30 years old

Singaporean
Experienced shopper

Users’ motivation
for their recent purchase

  • Cheaper price during promotion

  • Like the designs, quality and the unique floral prints

  • Post on Instagram to get HVV
    points reward

  • Influenced by

Users’ purchasing behaviour

  • Visit sale and new in section the most

  • Compare the product with similar products from the same brand or
    other brands

  • Check on the material, size and fit at the offline store before purchase

Consideration rank, for shopping overseas

Artboard 1 copy 6.png

Usability Testing

System Usability Scoring

We did a System Usability scoring with our 9 users, in that we made them rate 10 statements from strongly disagree, to strongly agree. We tallied the SUS score and got the average of 63.33 out of 100.

Persona creation

Screenshot 2023-09-27 at 3.38.00 PM.png
Screenshot 2023-09-27 at 3.38.16 PM.png

Interactive Prototype

We came up with a solution and wireframe, which we derived from our research and findings.

Untitled (Instagram Post (Square)).gif

A closer look at the prototype

Artboard 10.png
Artboard 10 copy.png
Artboard 10 copy 2.png
Artboard 10 copy 3.png
Artboard 10 copy 4.png
Artboard 10 copy 5.png
Artboard 10 copy 6.png

System Usability Scoring part 2

We uploaded the wireframes to Maze.co, with a random pool of users, SUS 10 statements were asked, with an average score of 95.28

  • Users end the task at Checkout page

  • Users enter the Login/Signup page

  • Average duration of 33.4s spent on homepage

Screenshot 2023-08-19 at 10.47.30 PM.png

​

  • 30 users from target pool and demographic tested using Maze

  • SUS 10 statements were ask 

  • ✅ Average score: 95.28

 

  • 👍 Users end the task at the Checkout page

  • The average duration of 33.4s spent on the homepage

“We were particularly satisfied with the way the information and suggestions were presented to us. It was well thought out, structured, helpful and actionable. The team also kept in mind the limitations we shared and were able to simplify their suggestions to us which made it easy for us to understand and discuss with our programmers."
— Clara, Product & brand owner

Thinking through what I could have done better:

  • We did not create a persona at first instead jumped straight into making an empathy map and a customer journey. However, we later implemented the persona as we realized the brand could benefit in having one.

  • If time permits, we would have loved to have done usability test with actual users for the final product/wireframe to validate and make further iterations to our wireframe 

bottom of page