User Interview & Test: ASOS

In this post, Daphne and I designed a mock script for a User Interview and test, to evaluate ASOS website.

Script questions:

  1. Please describe your past and present experience with the website.
  2. Do you shop online, and how frequently?
  3. Who do you usually shop for?
  4. What device do you usually use to shop online? Do you use an app or URL?
  5. If URL, do you usually search (and how) or is it bookmarked?
  6. Do you and did you use other platforms for the same purpose as ASOS? Please specify.

User Test: Shop for an outfit on ASOS. (15minutes)

Problems, ambiguities and pain-points identified:

  1. Filters bar disappears as you scroll down and pops up again – confusing and distracting.
  2. Filters did not work 100%. Daphne selected black tops only and there were other colour tops being shown in the search.
  3. Search can seem endless and too much.
  4. Available sizes can be listed on the pictures. (suggestion)
  5. There is no option to check out as a guest. Log in required. Not ideal for customers who are not heavy users of the website/app or first time users. Daphne also does not like promotional mail that may come with signing up.
  6. The wish list function (save for later) is not apparent and Daphne missed it.