IMS 415 - Advanced UX Research
Spring 2024
In my Advanced User Experience Design course, I collaborated with a team, KiwiX Inc., to enhance the website experience for Buzz Bikes. Our objective was to streamline site navigation, improve brand communication, and support users in making informed purchasing decisions.
We began with a competitor analysis of both direct and indirect competitors, uncovering key areas where Buzz Bikes could differentiate itself. Using eye-tracking technology and a usability testing script grounded in the Jobs to Be Done framework, we analyzed user interactions on Buzz’s site to gather genuine user insights. This process allowed us to identify user struggles, including navigating product pages, locating discount information, and finding the sustainability tab.
Our findings led to actionable recommendations, such as simplifying navigation, enhancing the visibility of discounts, and improving the product listing page. We presented our research, data visualizations, and solutions to peers and stakeholders, receiving feedback on our data-driven approach to building a more intuitive, customer-centered website.
This project underscored the importance of detailed user research and iterative design in delivering an exceptional online shopping experience—skills I’m eager to bring to future UX roles.
