Navigating check-out process: A study between two design variants

Study Design

The study employed an online survey as the primary tool for data collection, chosen for its accessibility, convenience, and the ability to reach a geographically diverse pool of participants. The focus of the study was to compare two design variants of a cart management page, named Alpha and Beta. Alpha represents the original design of a retail app ‘Stradivarius’, while Beta serves as the newly designed and experimental version.

The key difference between the two variants lies in their approaches to cart management. Alpha lacks a delete icon for removing all items from the cart at once, while Beta introduces an experimental design that offers a more streamlined method for item removal. Both variants also differ in how items are added and removed. The study aimed to understand participant preferences and identify the strengths and weaknesses of each variant.

The survey began with clear instructions, followed by a set of demographic questions to gather background information from participants. To minimize potential bias, the survey strategically presented images of both variants side by side, allowing for a direct visual comparison. Subsequently, participants were directed to answer two distinct sets of questions, one for each variant, providing insights into their preferences and perceptions.

This study design offered a systematic and structured approach to evaluating user experiences with the two design variants, emphasizing transparency, participant engagement, and a careful consideration of potential biases.

Subjects

Recruitment Method: Participants for the study were recruited through a combination of convenient sampling and snowballing techniques. The survey was initially shared among friends and family through popular social media platforms such as WhatsApp and Instagram. Participants were encouraged to share the survey with their network, leading to a total of 20 participants.

Geographical Diversity: Considerable efforts were made to ensure geographical diversity among the participants. The survey was intentionally shared across various social circles to include perspectives from different regions.

Gender Distribution: The gender distribution among participants leaned towards females, with 11 female participants and 9 male participants.

Age Range: The study included participants within the age range of 18 to 34. 

Results

Quantitative analysis

This analysis compares user perceptions of the Alpha and Beta variants in key aspects of the checkout process. The likert scale responses were evaluated for controls, information clarity, labels understandability, form fields ease, and overall experience.

Null Hypothesis (H0): There is no significant difference between the mean values of Alpha and Beta variants.

Alternative Hypothesis (H1): There is a significant difference between the mean values of Alpha and Beta variants.

• Controls: Users rated controls slightly higher in the Alpha variant, but the difference was not statistically significant (p = 0.186).

• Information Clarity: Both variants received similar ratings for information clarity, with no statistically significant difference (p = 0.815).

• Labels Understandability: Participants found labels equally understandable in both variants, with no significant distinction (p = 0.834).

• Form Fields Ease: While the Alpha variant scored slightly higher, the difference was marginally significant (p = 0.135).

• Overall Experience: Users rated the overall experience slightly higher for the Alpha variant, but the p-value (0.359) indicates no statistically significant distinction.

 The obtained p-values, all above 0.05, indicate a failure to reject the null hypothesis. This suggests there is no statistically significant difference in participants' perceptions between the Alpha and Beta versions. Consequently, the study indicates that both variants demonstrated comparable user satisfaction during the checkout process, with only subtle differences in user preferences observed.

Qualitative analysis

Thematic Summary of Qualitative Data Analysis

Design Clarity and Intuition

• Some participants expressed confusion about the removal process in the Alpha variant. The use of the plus and minus buttons wasn't universally clear. Recommendations were made to enhance the visibility of delete options.

• Feedback generally favored the Beta variant for its clarity, especially with the presence of a delete button. Participants found the dropdown menu for quantity adjustments somewhat confusing, but the delete button was appreciated.

User-Friendliness of Controls

• The + and - buttons were considered clear, but there were concerns about users not understanding what was being saved. Some participants suggested that the + and - buttons should save it by default.

• Participants appreciated the delete button in the Beta variant for its ease of use. However, a few found the dropdown list unnecessary.

Appeal and Modernity

• Some participants perceived the Alpha variant as more modern and easily accessible, emphasizing the appeal of its design.

• Feedback indicated that the Beta variant was seen as user-friendly, providing flexibility, particularly due to the presence of a delete button.

Overall Experience and Navigation

• Views were mixed, with some finding the Alpha variant clear and straightforward, while others felt it lacked a clear delete option.

• Generally positive feedback, with participants favoring the Beta variant for its clear delete button and scroll method for adjusting item quantity.

Conclusion

These themes capture the participants' perceptions regarding design elements, clarity, user-friendliness, and overall appeal in both the Alpha and Beta variants. User feedback revealed a preference for the Alpha version, primarily driven by the belief that a dropdown menu was unnecessary for users purchasing a limited number of items. Additionally, the modern appeal of Alpha, coupled with concerns about the prominence of the delete button in Beta, influenced user preferences.

For those who favored the Beta version, the key attraction was its intuitiveness, particularly the inclusion of the delete button. Some users encountered challenges understanding the deletion process in the Alpha version, where removing an item involved setting the quantity to zero using the minus icon and then saving the changes.