After extensive heuristic analysis of dell.com and the efficiency of buying a computer through the website, myself and a team of researchers explored the scenario of a typical user: college-aged woman, making $1000 per month on a student worker pay, and in need of a computer who can run specialized softwares.
After establishing a typical user, we identified three major pain points and three persona goals:
Persona Pain Points
• Not a lot of money to spend on a computer.
• Busy schedule (our persona played on two intramural sports teams and went to classes)
• Needs specialized software for her computer because her major (Engineering) requires it
• Find a computer that will satisfy classwork and personal needs
• Find a computer that will perform well
• Find a computer that is within budget
The subjects that we researched were all students. They were 6 females, 4 males, 5 of those users required specialized softwares, and all were familiar with using PC computers.
After running through various user surveys of dell.com and their computer purchasing and comparison methods, we found the following suggestions to be the most critical for improving the user experience:
1. Creating a less cluttered, more progressive site.
2. Using value-centered language to give users a “feel” for features
• Use language that is easier for a basic user to understand
• More informative descriptions of high-tech products
3. Filtration features to help users narrow down their searches
• (e.g.) software needs, price, storage space
4. Personalization Quiz
• Help users identify the "best fit” computer based on anecdotal information.
Clear Differentiation of Similar Products
Many dell.com computers are variations of base models presented as different computers.
This is confusing for users because it forces them to determine what is different about the products.
• The baseline model should be the anchor from which variations are presented.
• Useful and easily understood nomenclature for variations should be used.
Put Jargon into Context
Dell.com should provide explanations between items like video cards for users who may not be tech savvy.
Condense and Simplify Data
A solution we suggested was to condense information about each computer until the user wants to learn more. Bringing filtration features into the forefront of product exploration can help to minimize confusion and frustration when a user isn’t sure what they’re seeking.