ICT203 Conducting User Experience And Competitor Analysis On Ecommerce Website Assessment 1 Answer

Introduction

In this assessment task, we are researching, conducting a user experience (UX) and competitor analysis on a selected e-commerce web site target.com. This web site is an online product selling web site. The product listed on this web site include – kids, men and women wear, gifts, kids and toddler wear, and many more types of clothing for all categories ("Target: Expect More. Pay Less.", 2020). They have so many offers for their customers on daily, weekly, and sale based best offers. This web site is analyzed for user experience requirements, specifications, and some improvements for a better user experience.

Web site description and values explanation

The selected web site, target.com, is an e-commerce web site which is selling wearable products, gifts, toys, kid's accessories, and more products online in the USA. We analyze this web site for its value such as revenue, page views, and visits. The estimated visit at the web site per day is 14,840,000 and per day page view is 74,199,662 ("Target - Overview, News & Competitors | ZoomInfo.com", 2020). The approx. the worth of the web site is $871,000,000 which is calculated based on their annual, weekly, and monthly revenue. They have estimated per day revenue is $222,598 and yearly will be $80,135,280. This revenue is calculated with the daily user traffic and advertising means. The web site has Alexa global rank is 229. The daily traffic rank graph and search visit percentage graph is shown below (Team, 2020) – 

Research methods description and provision of peer-reviewed evidence

The analysis of user experience (UX) in the context of a web site, is a process of design a web site that is useful, pleasing a user while engaging and easy to use by different categories of users. A good user experience provides satisfaction, value, and delight while viewing products at the web site ("The Complete Guide to UX Research Methods", 2020). The analysis is carried out with the use of different observation methods, user reviews, survey results, etc., keeping in mind the user's needs and mentality. There are two primary elements of user research: Quantitative Analysis and Qualitative Analysis. Quantitative research involves calculation-based statistics and data from different polls, online/offline surveys, and other findings, whereas qualitative analysis includes user-based behavioral observations and user mythologies.

For our study, we will be using a Quantitative Analysis this project. The analysis is focused on the facts and information observed by online/offline surveys, systematic analyses, interceptors of websites, and numerous other sources. This also involves the use of Google Analytics, which offers accessible information and helps in the analysis of data, the data collected with this is more number-oriented and less private they are based on mathematical formulae. The knowledge collected could be made more usable and efficient in working with Qualitative Research to improve user experience. User Interface Research is widely underestimated, but important aspects of website creation, some other kind of user research are: contextual interviews, card sorting, first click test, parallel design, prototyping, surveys, usability testing, and task analysis ("When to Use Which User-Experience Research Methods", 2020).

Discussion of user survey and feedback

To find out user response and their feedback on the selected web site, we have conducted an online and offline survey using a questionary (attached in Appendix section). This questionary is filled by 10 to 12 users and they give their feedback based on their user experience with the web site. After getting the user feedback, we use the data for analysis with the selected research method, the quantitative research method. We have received many positive and negative user feedbacks with the web site. The bad user experience is related to the listing of products, product categories, and limited prior details about the product and related offers. And the good user experience is related to the graphics used on the web pages, offers, and variety of products. Both these good and bad user feedbacks are also cross-checked and demand suggestions to overcome from them, from those users (Usability, 2020) ("Learning About Proximity In Web Design - Visual Hierarchy Blog", 2020). All the user survey documents are attached to this report in the Appendix section. 

User interface screen to improve proposed change and prototype screens

1. Usability of the page – they currently using the web site with central alignment which looks like – 
2. Fewer categories to select at the front page – there is no proper categorization of products with a relevant product category that primarily a user will look and use –
3. Fewer product details with limited filter options – there are not enough product details listed on each web page of the web site – i. Prototype 1 – in this prototype, we have used the justify alignment of the web page. Now the web page will look like as shown below – ii. Prototype 2 – on the front web page, a complete listing of the product categories will be useful and have the good attention of a user.iii. Prototype 3 – proper categorization of products with good graphics, enough details, price, offers, discounts, comparison, and wish listing of the product will also a center of attraction. 

Conclusion

In this assessment, we have conducted a user experience survey, analyze a web site, and prepare a UX design based on the feedback of that survey. For this purpose, we have taken a web site namely – which is an e-commerce web site, selling cloths, wearable accessories, and other related products online. The web site is analyzed based on the user experience with this web site (based on an online and offline survey). We have used online (web) tools for this analysis such as to get details of that web site like revenue, profit, user base, etc. Then, we research for relevant research methods to analyze the user feedback and have a proper conclusion based on their experience. In this analysis, we have taken ten to twelve feedback documents (questionary), analyze them using a quantitative research method, and have some recommendations to improve the web site. The user feedbacks are mostly related to usability, proximity, categorization of products, and the details of products and offers. These things should be maintained and make it proper to more attract existing and new customers. We have further analyzed these good and bad feedbacks, professionally, with the web site and have some points to be improved with the contents and web site/webpage designing. These improvements are listed in detail, in the improvement section of this report, as prototypes. The web site is overall delivering a good business but needs some improvements based on the user experience to more to enhance their productivity and revenue and have a better user experience in the future.