UCI MHCID: User Needs Evaluation
Over the course of 12 weeks, my team and I conducted a variety of qualitative and quantitative research methods to help evaluate how can we make Petco no.1 in the digital market? We were a team of 6 - with 3 designers and 3 researchers, including myself.
We focused on three things: ecommerce, digital services, and digital innovation in the dog industry.
Not surprisingly, dogs are the most common household pet in the United States, and with the rise of COVID-19, online shopping has become the norm due to regional and local lockdowns.
To carry out this research project, we utilized a variety of qualitative research methods:
Petco's website is not optimized for ecommerce. Primarily, users had to scroll a substantial amount before being able to find product information; the improper use of white space made it easier for users to stop scrolling and leave the product page, consequently making purchases harder and less stream-lined.
Other primary findings include how Petco's navigation system is not only overwhelming but also uncomprehensive. A majority of users found it difficult to traverse through the website because different users expected to find 1 item in multiple categories. For instance, puppy milk was thought to be found in both puppy food and wet food.
Secondary findings emphasize how other issues exacerbate the primary findings. This includes how there is only one specific path to find one item instead of having several multiple paths.
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