Dash Kadam
Senior Product Designer
Razer
Client: Razer
- Razer is the world’s leading lifestyle brand for gamers, established in Singapore. Best know for their award-winning hardware ranges of high-performance gaming peripherals. I helped Razer to uncover insights into user behavior, shopping dynamics, and purchase experiences on Razer.com.
Research
The primary objective of this project was to gain a nuanced understanding of user behavior, shopping and purchase processes, as well as to evaluate the overall experience of customers when buying products from the Razer online store. Additionally, the study aimed to develop detailed personas that could provide actionable insights for enhancing customer engagement and satisfaction.
The primary objective of this project was to gain a nuanced understanding of user behavior, shopping and purchase processes, as well as to evaluate the overall experience of customers when buying products from the Razer online store. Additionally, the study aimed to develop detailed personas that could provide actionable insights for enhancing customer engagement and satisfaction.
User Interviews
The team was keen on collecting data from recent customers and potential first-time buyers. To facilitate user identification for interviews, a set of screener questions was devised. In total, 10 user interviews were carried out through a mix of in-person sessions and phone calls, with a focus on capturing insights about their recent purchasing experiences on razer.com. The data gathered from these interviews was utilised to construct an affinity map, providing a visual aid to grasp the essence of user feedback.
The team was keen on collecting data from recent customers and potential first-time buyers. To facilitate user identification for interviews, a set of screener questions was devised. In total, 10 user interviews were carried out through a mix of in-person sessions and phone calls, with a focus on capturing insights about their recent purchasing experiences on razer.com. The data gathered from these interviews was utilised to construct an affinity map, providing a visual aid to grasp the essence of user feedback.
Insights Derived from User Interview/Affinity Mapping
The analysis of user interviews and subsequent affinity mapping yielded noteworthy findings
User Behavior & Preferences:
Among 10 users, 90% favoured Razer products, with 90% using desktops for browsing and purchasing, while mobile was for exploration.
Among 10 users, 90% favoured Razer products, with 90% using desktops for browsing and purchasing, while mobile was for exploration.
Purchase Drivers:
Key determinants included brand loyalty, product performance, third-party sources, and pricing considerations.
Key determinants included brand loyalty, product performance, third-party sources, and pricing considerations.
Challenges & Desires:
Users encountered issues with shipping, product comparisons, and desired improved tactile interactions.
Users encountered issues with shipping, product comparisons, and desired improved tactile interactions.
Usability Testing
Razer's website was tested with 10 prospective customers, 6 female and 4 male. Users had 2 scenarios: 1) Find a hassle-free, comfortable mouse on Razer.com and checkout. 2) Choose a laptop for work and entertainment. The findings were organised using an affinity map.
Personas
Customer Journey Map
Using the collected data and personas, customer journey maps (CJMs) were developed for each persona. A significant observation emerged during the CJM creation: the users shared comparable experiences on the site. Challenges included difficulties in product comparison due to availability issues, and low text visibility that hindered information readability.
Feature Prioritisation
Design Suggestions
Finally we made a set of design recommendations based on the finding and rather than a complete overhaul, the focus was on essential enhancements for improved usability. Notable additions encompassed the integration of a filtering feature on product pages, enhancing product card details with information, pricing, and a convenient Buy Now option. These additions corresponded to the features customers had indicated as preferences to enhance their shopping experience.