Website Redesign Author Amish

The goal of this project was to make the website more user-friendly and to increase the engagement of the website, subsequently improving the eCommerce sales. The Author Amish website was evaluated and tested to identify usability issues. The resulting data was analyzed to identify the problem areas and determine what revisions were necessary to support user objectives and enhance overall satisfaction.

DATE

September 2022 - December 2022

MY ROLE

UX Researcher / Designer

TOOLS

Who is Amish?

Amish Tripathi is a renowned Indian writer known for his compelling storytelling and unique blend of mythology and fiction. Known for his meticulous research and vivid storytelling, Amish has captivated readers with his imaginative retelling of ancient Indian mythology while infusing them with modern storytelling.

Why this website?

The project was selected based on a personal encounter with the website.

The existing website design lacks cohesiveness with the theme of the book series, hindering effective communication with the target audience.

Navigation on the website to access relevant information about the author is cumbersome, resulting in a suboptimal user experience.

Additionally, the placement of the books sections and buying buttons is inconsistent, leading to user confusion and potentially impacting conversion rates.

Research

Challenge

While the original design attempts to incorporate mythological themes in their background,and color scheme,the website information fails to follow a structure which the users can follow.

Research Methods

Heuristics Evaluation was performed to analyze the usability of the website based on 10 usability heuristics.

1

2

Online surveys were distributed among 29 readers to understand their website usage and pain points.

3

Five ASU students were observed as part of the Usability Testing, to uncover underlying problems.

Heuristic Evalution

Implemented a rating scale based on based on Jakob Nielsen’s four-step rating scale and Jeff Rubin’s problem severity scale

RATING

SEVERITY

COUNT

0

No issues found

-

1

2

Minor issue

The functions can be carried out without an urgent fix.

Most users will find a work-around to the issue.

Moderate issue

3

1

3

4

Major issue

Most users will find it difficult to perform the operations.

Cannot be used

Issue needs to be resolved immediately.

4

1

Online survey

Sample Size: 29 participants

Survey Medium: Google forms

Criteria: The participants were people who are users of the website or have been following the books series or documentaries of the author.

Survey Objectives : Questions pertaining to the participants reading habits, reading medium, shopping preferences etc.

Key Takeaways

from the wesbite.

8.3%

Only

learned about Amish and his works

25%

Among the responders

of the participants said they would buy a book

from the website.

Personas and User Stories

Based on the survey inputs 3 User Personas and their User stories were created to define their needs and motivation.

#1

Tech Savvy
Akira

As a user, I want to read the book preview of the books ,so that I can learn more about the book before buying the book.

#2

Unorganized Workhorse Dwight

As a user, I would like multiple options given to me to buy the book so that I can compare the prices before buying.

#3

Old School Shruti

As a user, I want to pre-order by favorite books so that I can read it as soon as they launch

These persona represent the user groups of the participants of the Usability Test.

Usability Testing

Participants: 5

Medium:

These tests were conducted in-person and remotely using a video conferencing platform Zoom.

Criteria:

People who follow the book series participated in the Usability Testing.
The 5 participants were categorized based on their demographic characteristics and allotted a corresponding persona.

Task :

The tasks for the user testing were developed based on the issue found during Heuristics evaluation and the Online survey.

Parameters :

The time required to complete each task.

Task completion success rate.

User behavior during task execution

Major Findings

The user testing had a success rate of

86.7%

.

Despite the substantial

7 Usability Issues

success rate specific tasks exhibit prolonged completion times.

Test subjects were assigned

11 tasks,

spanning across

distinct areas of the website.

6 Issues by Type

Solution