Gregg’s Cycle

PROBLEM STATEMENT

A parent needs a way to be confident they have found the best deal on a kid’s bike purchase because they are cost conscious and have high expectations.

I believe that by elevating selected features at Gregg’s Cycle I will create satisfaction with money savings for a parent.

I will know this to be true when parents become repeat customers at Gregg’s Cycle.

STRATEGY

Elevate messaging of the kids bike trade-up refund feature

Prioritize latest additions and reviews

Create a simplified navigation experience, a logical content structure

Deliver an experience that will attract bike purchasing parents and increase customer retention for Gregg’s Cycle

A sitemap overview of the current Gregg’s Cycle website layout.

1 A notable aspect of the site is how many choices are placed in the drop window under ’Shop.’ A total of 10 subcategories and 68 items are displayed at once when the user clicks ‘Shop’ from the primary navigator.

2 The location of the "Grow with Gregg's" refund feature made it difficult for users to find.

The card sorting activities took place in multiple phases. The first was a closed sort of Gregg’s Cycle website features. I performed it myself by focusing on the mindset of the target persona. Taisha Vargas would assist in the next two activities.

The second was an open sort with the same goal but allowing someone to title the groups. The subject of the third and fourth card sort was to prioritize the steps of buying a bike. What I learned from these activities revealed overlapping themes for feature groupings and provided a starting point to apply to the prototype to come.

The revisions to the sitemap were based on the previous content card sort grouping exercise and the purchase prioritization feedback. The goal was to verify my hypothesis of the persona’s mental model in the prototype to be built for user testing.

1 Analysis of the provided persona suggests that he would resonate with a succinct reduced amount of choices at once.

2 The relocation of the "Grow with Gregg's" refund feature to the home screen would be tested for more visibility.

After sketching out the layout archetypes, I chose the horizontal format as I felt it would be better understood by the persona who frequents websites that have a similar overall layout.  

The page layout sketches focus on the key four to five screens: home, primary navigation, item list, item details, and review.

I next learned what might work by quickly iterating on where to message the ‘Grow with Gregg’s’ refund feature.

The journey map highlighted where the potential pain points would align to the steps in the process of buying a bike.

The commentary in red highlight pain points, where the persona could become frustrated.

The Feature Strategy Map was useful in pointing out where the optimal moments in the process occurred to elevate the ‘Grow with Gregg’s’ refund feature.

I learned to focus efforts on shortening the path to selecting a bike with consistent terms and elevating messaging of money saving features.

The usability tests were conducted by asking participants to place themselves in the mindset of cost conscious parent purchasing a kids bike.  First on the current Gregg’s website then on the prototype.

I learned the first prototype that elevated the Grow with Gregg’s in the carousel didn’t work, users didn’t notice it.  They did notice the feature later in the process, indicating the timing of the feature was key.

I also learned to strive to keep terms simple, words such as ‘wearables’ or ‘advocacy’ could be replaced with more recognizable words.

An understanding of how the persona would go about buying a bike for a child was helpful in re-organizing the content.

An understanding of how the persona would go about buying a bike for a child was helpful in re-organizing the content.

In this revised version users saw the feature on the home page as they scrolled down, indicating the new location of the feature was an improvement.

“It’s great how much money I could save is made so clear”

“I like that the bike reviews have priority at the bottom of the page”

“A cleaner look, more simple….less stuff”

1 Relocate ‘Grow with Gregg’s’ feature

2 Location of feature message seems to be noticed but does the headline make sense?

3 The shipping address seems to blend with the billing address, some users may not realize they bought a bike they have to go to Gregg’s for pickup.

4 The height of the drop down menu is better aligned with the content

5 Footer area has grown in depth by 20 px, information area appears more deliberate and balanced

6 Shipping location has become a radio button, default to Greenlake location?