In this phase of the design thinking process, I focus on uncovering user pain points through research, observation, and creating use cases. By defining the customer’s concerns, we developed workflows, data architecture maps, and low-resolution wireframes. In the example below, the usability testing was with real customers using a live e-commerce website that revealed critical navigation issues in the customer journey.
Combine and analyze the research and define the problem.
As a full-scale usability test, I partnered with a healthcare e-commerce business that aggregates merchants and their merchandise to provide consumers with the best price available for eligible products under an FSA or H.S.A. through Amazon, Walgreens, CVS, and more.
Six of the ten users invited to participate were instructed to complete three tasks (shown above). I monitored their actions through a virtual screen share and captured their selected path and verbal comments throughout each task (see image).
The key takeaways from the user interviews included:
