Tesco recently released details of a new feature to their online offering. This feature allows users to view a product in 3D, using augmented reality, as if they are holding it in their hands. Sounds great huh?

The objective here is to help online shoppers make a buying decision. The example Tesco gives is of a busy mum who is looking to buy a new TV, and needs to ensure it will fit well in the living room, and will have enough ports for her kids’ gaming machines.

However, there are a number of flaws with the process that result in a poor user experience:

• Firstly, there is a process:
• Accept Active X
• Download and install a plug-in
• Accept the licence
• Have a ‘marker’ to hand – or print one out
• Ensure I have a webcam, and it is on
• Hold up the marker to the webcam
• Finally, I can look at something. However, the 3d image is poor quality
• Holding it in the palm of your hand does not really allow you to envisage how it will look in your living room

So let’s look at some of these:

You have to download a plug in to your machine

Users are now familiar with shopping online, using websites without the need to download external software to run. By including a requirement to download something Tesco has added a step in the process that users are not expecting, and many are likely to be uncomfortable with.

You need to have a specific physical item in your hand

Now the user has downloaded the plug-in they now have to have a physical item in their hand. This can be something you already own, but if not you can print this out. This is another stage in the process that users are unfamiliar with. The perceived hassle for an unknown gain plays a big part in usability. Forms are normally the biggest culprit, but we imagine that this step will prove too much for most users.

The 3d image is poor quality

So now the user has gotten through the process they are now ready to view the product in the palm of their hand. Disappointingly, the quality of the product graphics is poor and doesn’t really do the product justice. The user can’t really imagine a TV sitting in the corner of the living room when it is sat in the palm of their hand. Ok, the user can look at the ports on the back of the TV, but they may be left wanting a quality image of the TV to validate the pixelated version they’re looking at.

So, what do users need?

When we’ve tested retail websites the product information pages are often key to the user making a buying decision. Imagery is often poor, leaving users guessing or unsure. At this point many users will leave the site and try elsewhere until they are satisfied enough to buy it (from a different website).

This new augmented reality feature from Tesco is clearly looking to solve this problem. But the user research we’ve done has shown that by simply providing images of the product from different angles, with an option to enlarge the image, works perfectly for users. 3D images with rotations and video are sometimes available too and with better image quality than the augmented reality solution.

I’m very interested to see how successful this is, but it looks to me that gimmick and technology has been prioritised ahead of usability and the user experience.  Is this trying to solve a problem that already has a perfectly acceptable solution?

Having started as Junior User Experience Researcher at Experience Solutions, I have been introduced to the world of user experience. As I come from a predominantly graphic design and retail background, I thought it was safe to say that I knew a lot about user experience. I don’t.

During my interview, I was asked what really ‘pissed’ me off, a hard question to answer, especially when you are trying to deem what would be appropriate.  Stupidity was my quick response. In particular, those people who do not read signs and seemingly can’t use basic technology.

I witnessed the most stupid mistake

I then proceeded to give an example of a particularly memorable incident I witnessed on a self-service checkout when I worked in retail. I manning the self-service machine and monitoring the checkouts when a man came up to me and told me that the machine would not accept his money. I then discovered to my horror that this was in fact because he had tried to put the coins in the wrong place, the card holder.

This seemed at the time to be an almost unforgivable mistake. I now had a queue of people waiting and a kiosk out of use. In my mind, there was no way anyone could possibly think that the card machine was the right place to put coins in. It would never have even occurred to me as an error someone would make. However, clearly I was wrong. And to be fair to that particular man, unlike him, I had been trained on the machines, and was very comfortable with new technologies such as self-service checkout systems. Now I realise, this gentleman who was now feeling stupid and embarrassed was not to blame for doing what he thought was right.

This is where UX comes in

In the few days I have worked as part of the team at Experience Solutions, I have learned a great deal about the responsibilities of designers when designing for their users. It is important for companies to test design ideas on real people who can give you a true insight into how people with no previous knowledge of the service, or the idea behind it will interpret what they see. Or don’t see in some cases.

Thinking back on the self-service machines, and the particular instances that used to frustrate me, I now realise that there are in fact quite a few serious design flaws that usability testing would have solved before they were released into the marketplace. The misplacing of the payment area; so that it is above the packing station and not next to the touch screen, which of course, is the main focus for the customer. If this had been redesigned after testing then maybe the card machine would not have been mistaken for the coin slot.

The note dispenser being placed underneath the scanning bay too, led to hundreds of notes just being left there as the customer forgot to pick them up, or didn’t see that part of the change being returned. Yes, there is a sign. But when it is beneath the field of vision, and focus area, will you necessarily look for it when you are in a rush to get out of the way for other customers, the shop is heaving, kids are crying, and the dog needs to be let out at home?

A new perspective

In my short time in this UX role, I’ve realised that placing the blame on ‘stupid’ people isn’t fair and can distract away from the real issue. We should be looking to the manufacturers and designers, and asking them why they did not thoroughly test their products with people before launch. I know that in future I personally will not be so quick to judge a person’s intellect based on how they use something that I feel is easy to us.

I’ll be keeping you all updated with my progress as I learn the ‘ins’ and ‘outs’ of user experience.

 
A long time ago, I could go into a sports shop, look along the line of trainers, pick one I liked that was the right size, colour and price, pay for it and go. Recently, inspired by a growing waistline and a bundle of thirty-mumble-mumble-mumble-th birthday vouchers, I tried the same thing on Amazon – only to run into a wall of purchasing doubt.

The same brands, colours and sizes were all present. Tick boxes and drop-down menus made it easy to choose exactly what I wanted thanks to Amazon’s intuitive design. Yet, every time my cursor neared the Add to Basket button, doubt and hesitation struck. What if that one negative review means I will have wasted my money? Was that really the best price? Is there another product like this one but just a little better for the same price that has all positive reviews? Before I know it I’m trawling through more product pages with doubt growing even stronger and the chance of a quick and easy purchase has vanished.

Some purchase decisions rely more on reviews than others

Not all purchases online are harder, it just depends on what you’re buying. I can buy books, DVDs and games online without a thought, knowing that the price is cheap, delivery will be fast and it takes a lot of the donkey work out of buying presents.

But, go beyond these modern staples of life, and things suddenly get a lot trickier. Reviews mean more when people actually use something, be it a bike, tent, shoe or cleaning product. Reviews also come into play more when you’re unsure about what to buy, do I need one of these to fix my specific problem or should I get one of those? At that point four stars suddenly look less than perfect, three stars positively average and don’t even think about something with a two-star rating. You might not even look behind the rating to find there are only two jokey or caustic reviews from users who, possibly, brought the wrong product for them anyway.

Negative reviews can counteract positive ones causing doubt in a purchase decision

Does online shopping force us to focus on the detail?

Comparisons between products can also get in the way of a buying decision. Anything complex such as a laptop can see endless variations between "similar" models, that confuse and confound someone who just wants to "do Facebook and email." Does offering users all this extra information with reviews, product descriptions, videos and price comparisons really make shopping easier? Or is it making us focus more on the detail too much? What should be a happy moment when you buy that new gadget is now one which is anxiety filled and doubt ridden, even after it arrives at your door.

A lot of ecommerce sites have copied each other assuming that adding product reviews and more information is the way to get more sales. But, if anything, it is possible that the more data available at the time of purchase, the more likely people are to compare data, focus on the detail and start their quest for the perfect product elsewhere on the web.

Perhaps online stores should encourage users to reduce their focus on data (but continue to provide this information) and instead attempt to influence a more emotional purchase decision.

What do you think? Are users being over informed?

Retargeting example – See larger image

As part of a casual query, I once typed in my car registration into a certain site that offers to purchase absolutely any vehicle. Scoffing at their derisory offer for my motor, I went on to live a full and happy life, and part-exchanged my car for multiples more than the site offered.

However, for the next month, almost every advert I came across on any website was a reminder of how much this company, that will acquire any auto for money, would offer for my, now crushed, car. Friends have reported similar experiences on a range of shopping sites, where your previous interest in an item can haunt you like a marketing-oriented poltergeist.

This technique, known as retargeting is an online advertising model where ecommerce websites can re-connect with past website visitors to remind them of what they had looked at with the hope of stimulating a sale. If you forgot what site you were on or what exactly you were looking for, then it can prove a useful reminder. But, if you were looking for a present for a partner, or for, ahem, a sensitive medical or entertainment item, then it might come as a bit of a shock to anyone else who uses your PC.

Whilst its an obvious benefit to businesses, with some companies offering a no-conversion, no-fee model, there may be some user experience concerns which may not be fully considered when deciding to kick-off a retargeting campaign.

High-wire balancing act, without a net

If you want to attempt this kind of approach on your site, then you need the kind of balance that would do Man on Wire proud. Most sites that engage in the activity of retargeting use a third-party service, such as TellApart or Criteo. Over time, these services have responded to the fear, uncertainty and doubt (FUD) over retargeting and improved their user communications to make it easier for a user to understand why their shopping searches are suddenly following you around the web, and to disable them.

Explaining to users why they are being shown retargeting ads

Kicking off a retargeting campaign must consider user experience

If you do decide to use such a service to promote your site, you should be aware of the potential pitfalls involved in customers feeling stalked by you. Privacy is a big concern for customers and comes up again and again in our research. If customers feel like their privacy is under attack, however small "the attack" may be, they may associate negative feelings with your brand. Rather than initiate sales and inspire revisits, you may well result in negative reviews and less repeat visits.  

If you choose to use retargeting then you should enquire as to whether you can limit it to certain ranges, perhaps high value items, as no one wants to be chased across the web for a book purchase. Also, ensure a reasonable time limit is in place as well. On the whole, think about it from the user’s point of view.  

Ultimately, when it comes to adding new features that could cause even mild confusion among your user-base or site visitors, remember to treat them with kid gloves. Users do not like surprises and they hate any infringements on their perceived privacy. While the marketing spiel from a retargeting company may offer the world and massive ROI, its benefits will be countered by accepting that some users may be completely turned off by retargeting and may damage brand perception.

What do you think of retargeting?

It is fair to say that the Web has changed shopping in some major ways over the years. From the initial rush to provide bricks and mortar stores with a wider profile and client base, to the monsters of Amazon and eBay, shopping has changed forever, and will continue to evolve.

The current problem is the static nature of e-commerce where most online stores use pictures and some descriptive text. That can be fine for books and boxed product, but there are many product types where a more immersive, higher fidelity experience is required.

Despite some high-profile attempts to change that (Boo.com, anyone?), it has taken longer for the hardware and the marketeers to catch up. But now shopping is ready to move to the next level, changing the user experience forever.

iPad Shopping Mock Up from Jesse Rosten on Vimeo.

Who says the pictures in your catalog  have to stand still?

New technology can make a big difference to user experience

As you can see, when selling clothes, having the ability to see how a dress hangs, how it floats or flows or how the cut of jeans looks can really help make up a buyer’s mind. Our usability research shows that online shoppers really want to see the product in the same way they can in a physical store. While this is only a mock-up, it won’t be too long before online retailers catch on to providing the kind of experience shoppers are hoping for.

It will also only be another couple of development steps to reach the point where an avatar of the buyer’s proportions can be used to show how the clothes will fit you and the exact size you would need to order.

Stores like Gap are already preparing tightly integrated apps for Apple’s iPad and the portable, instant-on nature of tablets and smartphones means that shoppers will be able to buy on a whim, just as they do when perusing the high street.

Retailers must remain focused on user needs and not just cool new features

User experience designers will need to work very closely with media creators to make their store look just as good as the top apps. Just as shoppers wouldn’t buy from a tatty, grubby store, they won’t buy from a poor-looking website.

Navigation will play a key part in designing a successful site where buyers will want to go freely from the dress, to the belt, to accessories (appropriate to the main item) without meandering through menus or hordes of unsuitable items. Retailers will need to remain focused on usability and information architecture and be careful not to get too carried away with exciting new technology.

Improving the user experience without overcomplicating things will take great effort. Portable devices like the iPad will provide experiences better suited to natural browsing but retailers will need to be careful not to get carried away with the technical capabilities and ‘whats cool’ and keep focusing on what users really need from the experience.

Have you seen any good examples of what online retail will look like?

Related service: e-commerce usability