Parts For your PC/ Laptop
Overview
Using the parts for your PC/laptop experience, customers can purchase compatible replacement parts for their PC/laptop.
Role :
Product Designer
Research, Interaction, Visual Design,
Prototyping, Testing
Problem statement
Finding and buying the correct replacement and upgrade parts is difficult for consumers due to irrelevant search results, insufficient technical specs, and a lack of clear compatibility information.
Goal
Provide human centric experience for customers to quickly find compatible genuine replacement parts, and easily learn about them, to empower customers to make the purchase decision.
The Process
Design process at Dell is based on the Double Diamond Theory and Lean UX process. Aims to incorporate the key phases of Discovery, Definition, Ideation and Implementation in all of our projects.
Discovery
Previous experience
Content square data
Competitor Analysis
As part of our research, we looked into the parts experience of a few of our competitors.
As a result of this study, we discovered that Amazon and SparePartworld provide a reliable experience.
In addition, we studied indirect competitors in the Automobile industry to find out how they provide compatible car parts Experience.
Reassures user on compatibility and fit on PD page as well
Parts name includes model nos for better search & compatibility
Parts exclusive store
Mentions compatibility upfront based on the model customer has chosen
Images are very clear - focus on size, key features like smart control chip, dimensions & compatibility info
All selectors at one place
Parts displayed by categories
All inclusive search
Easy to navigate to other models/ Categories
Unmoderate User Testing
To validate and explore customer problems, we wanted to conduct user testing with customers and compare the experience with competitors.
For the same, we have prepared two user testing script. And also to understand buying behaviour of customer we have included few generic questions in the script.
Conducted usertesting with 7 Potential customer.
Test Analysis
A separate board has been created to collect all 7 customers' feedback on generic questions.
We collected some very valuable data from customers.
“Shops in micro centers who runs online shopping for replacement parts.”
“For more technical like Memory or Hard drive prefer to speak with an expert while purchasing.”
“Prefer to speak to an expert because they always give
the best deals based on their budget.”
All learnings from our customers have been compiled on this board.
As a result of customer feedback, we develop problem statements based on the observations made.
Feedback board
Observations
Problem statements
Problem Prioritisation
To prioritize the issues, we have sent out a survey to all stakeholders.
Framing
Based on the above problems identified, I worked towards addressing these pain points
by coming up with potential solutions:
Redesigning the entire Parts experience.
Adding the Browse by System feature on the parts home page, users can easily find the compatible parts for their PC.
Adding Product line Filters and search options in the browse by Product type journey.
Provide Best Match section to address the compatibility issue.
Final designs
Desktop
Mobile
Results
3.75%
Engagement shoots up from 1.75%
55%
Improved click through rate from 41%
20%
Better conversion rate after adding the Best match section in the results page.
Next steps
In upcoming release we will implement device auto detection feature.
Improve the global search results when the user search for parts in the search bar.
Parts information on across product stacks
My key takeaways
Create a strategic plan to launch an MVP. This helps deal with out-of-scope requests that could potentially derail the project and helps deliver a quality product in time.
User testing doesn't end after development. Design is a constant iteration of improving the experience for the end user. Always find ways to collect and listen to your user's feedback.
Involve engineering upfront. This helps to reduce any rework later on as an understanding of the technical limitations upfront will help to inform your design strategy.