UX Review

One of the main two user journeys across MPB is for a customer to receive a quote for photography gear they are wishing to sell. I needed to evaluate the current quote journey from both my own UX perspective, but also to use Fullstory to observe customers interacting with the form in real time and via the funnel that had been built to track drop-out points along the journey.

I was able to identify where customers dropped out most commonly and which areas I needed to focus on with the new user journey and wireframes. However, our main goal still came back to increasing CVR through the sell form. 

Wireframes

The quote journey was fairly complex to rationalise as a customer is able to add, remove1, save their quote for later, browse for an item they wish to buy as well as buy and sell at the same time; therefore making the user journey mapping tricky. By starting off with the basic buy and sell journey, I was able to slowly add functionality in-line with the base layer to develop it into a full user journey. 

To test all assumptions and new functionality that had been introduced, I created an interactive prototype in Axure then reached out to our group of users who had signed up to be part of testing. I asked the users to carry out a series of tasks whilst observing them and probing further if there was difficulties. Any observations were fed back into the wireframes before I passed them over to the UI designer. 

Customer research

For the MPB homepage, we needed a whole new direction from the stereotypical buy/sell promoting as it was key that we were encouraging more than our most common users; older men who class as hobbyists. 

In order to learn more about MPB's customer motivations, I created an online questionnaire. The results were really interesting as the top motivation was: "I want to see what has been recently added to MPB". This wasn't something that the internal teams had considered or progressed with before. From the motivations I had gathered it was clear that the customer's needs varied depending on whether they were new to the site, returning customers or the action they wanted to carry out.

Wireframes & HFD

Using the motivations, I was able to create a more interactive and personalised homepage depending on who the user was and what we knew about them. I created logged in and logged out versions; tailoring the logged in versions to what we could gather through marketing and on-site behaviour.