Research and Discovery

We developed a base set of requirements for the purchase experience, based on competitive research and interviews with existing customers.

ITERATION ONE

We developed a low-fidelity prototype to ensure the MVP of the solution would meet the needs of our pilot group, a small set of ASC administrators in Endoscopy centers. The primary goals were; observation of standard tasks that an administrator would perform when placing orders, standard search behavior to inform product categorization, desirability for the amount of variants a user could process before too steep of a cognitive load, and the importance of imagery and iconography to inform their task completion.

Wireframe sample featured below in left-to-right order:

• Homepage: user can select from multiple flows in searching for a product; navigation, by procedure, by product category.

• Product Listing: user selects a product type with product variables selected, returning availability and pricing information with authentication of their account (implied for the test purposes)

• Product Listing Page, filtered: user adds selected products to their cart, or modifies selections and returns to the full list page to modify their product configuration.

• Checkout: user confirms that product information and selections are accurate and shipping/taxes are calculated to the order, quantity can still be modified in this stage. Once the order is placed, a confirmation email is sent to their account address.

KEY INSIGHTS

• Search is the first step in the shopping journey that most users take, it’s imperative that it’s fast, robust, and accurate.

• Everyone liked being able to see whether an item is backordered or in stock

• Product groups had too many options and variants to select from – this needs to be simplified

• Most preferred to be taken directly to the cart when clicking on the cart icon in the header