Don’t wish for it, work for it. 
              
 
FEB / 2018
       

Next Steps



My new design successfully cut time spent searching for an item on Burlington Coat Factory in half.

More product types
Integrating all 120 other product types into the homepage filtering module. This would be in alignment with possible business goals and other stakeholder groups.

Mobile App
Creating a mobile app catered to purchasing coats rather than all store items. This would make it easier for users to purchase coats and jackets faster and expand the current e-commerce user base to a younger market.

Global Nav
A/B testing of a new global navigation bar for better clickthrough rates. This would build upon my design goal of simplifying the currently complex nav bar and header area on the website.



Takeaways:
A 4-day design sprint requires downsizing certain aspects of the UX process (like usability testing) into agile formats (testing with the same users over and over) in order to make the best use of time.

4 days goes much faster than initially expected. To make the best use of my time, I focused on the core components of the UX process: user interviews, affinity mapping, user persona, rapid prototype iterations, and agile user testing.

When frustrations arose, moving towards the next step in the UX process was beneficial in making the best use of time. "Pencils down, eyes up."

Team Burlington

Burlington —

Faster Search & Checkout 2017



Create a faster shopping experience

I tasked myself with a 4-day sprint to redesign the Burlington Coat Factory website to promote a shopping experience that is more intuitive and faster. For this challenge I pushed myself to learn AdobeXD—a new design tool specializing in rapid digital prototyping—to create a high-fidelity solution in just a few days.


Affinity Mapping

Card Sorting
User Testing


Background
Burlington Coat Factory is one of the largest discount retailers in the U.S. with over 560 physical stores across the nation. They sell a wide variety of clothes, home goods, and other extraneous products in-store and online. In fact, they sell over 120 different types of items, making searching and refining filters to find a specific item an critical part of the user experience.

Research



Competitive analysis


I conducted initial research through a competitive analysis, with a focus on usability.


I analyzed three direct competitors, focusing on heuristics and homepage layouts. Surprisingly, Burlington underperformed in nearly all heuristic areas:
  • Tough to understand search results page
  • Search filtering interface was incredibly difficult to use
  • The global navigation bar was too cluttered and complex

This analysis highlighted specific areas to improve upon to match the level of design quality found on competitors' websites. In addition, the analysis pointed at the things future users would expect from a redesigned online experience for Burlington.

User interviews and affinity mapping


Working with other designers, we interviewed a dozen users, tested the current website for usability, and compiled our research.

We also parsed through online reviews of store locations in the SF Bay Area and their e-commerce experience. Lastly, we collaborated on a heuristics analysis and a content audit which revealed multiple UI problems to address.

I tested the current Burlington website to investigate pain points and concerns as they moved through the user flow from start to purchase confirmation. I learned that:
  1. Testers found the homepage to be extremely cluttered and distracting from their end goal of buying a coat or jacket.
  2. Not one tester could complete the process without my help. Most became stuck searching for a specific coat.
  3. Testers did not understand the branded navigation at the very top of the page and found it extraneous to their end goal.
  4. Most testers were confused by all the homepage advertising.

We compiled all of this data in an affinity map to find common patterns and themes. Although we found a lot of user frustration, a critical area of interest for me was general navigation through the website. I ran a card sort with testers and found no specific trends in organizational patterns, due the sheer amount of >120 product categories. So after our research work was complete, I drilled down further with my own detailed research process.

Affinity mapping pain points

Site mapping


Examining how a large e-commerce site fails to make a good user experience.

I created a site map to help visualize the information architecture of the site, and in doing so it explicated the relationship between a large complexity of product categories and how a user is likely to navigate their way through the website. It became apparent that the problems of this web experience was greater than I initially expected and I needed to come up with a design that would eliminate these problems and simplify the user flow.

Burlington sells over 120 different product types