Antonyan Artem
UX/UI Designer
Background of the project
The main page of the OZON mobile application contains advertising materials: banners and stories.
They are on the first screen, but they are not in demand among buyers – they are very few clicks, and these materials do not fulfill their potential. Thus, OZON loses part of its income from impulse purchases or purchases of more expensive products from the collections.
Research objectives
Evaluate the path of choosing a store to make a purchase
Reveal attitude towards promotions and promotions and experience of participation in them
Identify mobile app usage patterns
Evaluate the perception of advertising materials on the main page of the OZON application (banner and stories)
The opinion of “rational” buyers
about discounts and promotions
Discounts are just there. Always. Not in one store, but in another.
There are too many letters and messages from the shops. And they pissed off. Therefore, only the most important ones remained.
No one remembers or tracks promotions and discounts. They remember only the most famous, such as Black Friday, and the most massive, such as seasonal sales.
Initial usability testing
You need to find a gift for your aunt on March 8 using the OZON mobile application, as well as using the applications of your other popular online stores. At the same time, you do not know exactly what to buy, but you want to somehow save money by making a good gift at a bargain price.
And also find stories in the OZON application.
The task
Initial usability testing
The respondents could not find a banner or a story, but on sites such as La Moda, Wildberries, Goods, respondents clicked on the banner.
When asked to find a story in the OZON mobile application, users could not understand where they were.
results
Creating a new prototype
The banner was lowered to the center of the screen and enlarged due to the changed “History” field. And the stories themselves were removed to the top, as the users were accustomed to. The title “Stories” was released, and the stories themselves were reduced in height.
Based on the results of in-depth interviews and usability testing, a working prototype was developed.
The resulting result
It was
Has become
First responder
I saw the banner but didn’t click, as the banner message was too inappropriate, in my opinion.
Second respondent
I immediately saw the banner. Since there was no clear plan of what gift I wanted to buy, I decided to see what the ozone selection could show for inspiration.
I found the stories because on Instagram. It is the same. Still, initially, I regarded it as an advertisement, and in ordinary life, I would not use it.
Third respondent
It seems to me that it would be possible to add the first square of the user and his purchases for stories.
I saw the banner but did not click as the colours of the banner were repellent.
Conclusions and recommendations
There are always promotions and promotions. Why rush?
There are too many ads, and buyers are trying to minimize their amount.
“-70% for everything” – no one believes in this anymore.
Buyers want personalized offers.
The blind spot is not the right spot for a central banner.
There is no need to break the existing patterns of behaviour.
Questions?
Screening results
Based on the screening results, seven in-depth interviews were planned with preliminary usability testing and three respondents for secondary usability testing to test the hypothesis.
First, we decided to find out what way people go from the moment a need arises to a purchase …
The path is quite simple and clear
Emergence
needs
Clarification needs
and product selection
Shop selection
Committing
purchases
but there are ordinary, “rational” buyers, and there are “discount hunters.”
The emergence of a need
“So, I’m running out of buckwheat, toilet paper and broccoli … I need to replenish my stocks urgently!”
“OH, God! Garden Tools Sale! I need everything! So what if have not a country house! By the time I retire, I will have it …”
Clarification of needs and selection of goods
“Buckwheat, toilet paper and broccoli are best ordered in the supermarket. There should be everything in stock.”
“What if other stores also have hoes on sale, but they just haven’t sent the letter yet? I need to check it on Yandex.Market … Oh, I’m still out of toilet paper, for sure! ”
NB! When looking for and choosing a new product, most buyers first read reviews of the product, both online and on specialized sites. After that, they are determined with the model.
Shop selection
“Yeah. Here they will bring it only after three days, but the order is from 1000 rubles, and here tomorrow, we need to collect a basket for 2500. I can wait for three days. I think, yes.”
“Ok, Google: buy a hoe and toilet paper at a discount.”
How did we select the respondents?
General questions (name, age, gender)
Clarifying questions (Have you made any purchases in online stores? In which ones? Where most often? How often?)
Cherry picker identification question
Study design
Research task
Evaluate the path of choosing a store to make a purchase
Reveal attitude towards promotions and promotions and experience of participation in them
Identify mobile app usage patterns
Evaluate the perception of advertising materials on the main page of the OZON application (banner and stories)
Deep
interview
Usability
testing
Ekaterina Polyakova and Artyom Antonyan
OZON promo and banners
TASK
Разработка сайта для бизнес тренера Юрия Юрина. Пожелания заказчика: “Тёмный сайт, с фотографией в шапке, обязательным перечислением всех тренеров, их описание, видами тренингов и ценовыми кейсами”