I will use pictures to show the UX of Tom Form and Yiqun’s Club and I will take the user journey at mobile as an example.
Tom Ford is one of my favorite website, I feel it easy to use and it can help me to find the products I need quickly. Let’s begin with the user journey of Tom Ford mobile experience.
First of all, when a customer search “Tom Form USA” on Google and click the first link, she/he will directly enter the first page. And the subscription notice will show up. Because she/he does not want to receive the marketing email, she/he clicked “close”. Then she/he click the menu and choose Beauty because she/he wants to find a lip gloss.
After a customer choose Beauty, the product category will show up and the customer can choose the product category they want. For the above example, the customer choose lip color and get the third page. The next step is click the one she/he likes to get to the product details page.
Once she/he wants to purchase the lip gloss, she/he can click “add to bag”, then the product will show on the right upper corner of the screen. The next action is to click check out button.
In the above page, there are two options for the customer. She/he can choose guest checkout or create a Tom Ford account. The last step is fill out the payment information and the mailing information.
As a Tom Ford online store customer, I feel annoying to see the subscription pop up because I think it’s too early to enroll the program without any information about the brands or the products. Also, there’s no promotion or discount for the customer who subscribe the email list. Then, I think for the product listing page, there should be a button under the product so that the customer can directly add the product to the shopping bag or checkout. However, for the current product listing, customer has to click the product details, then add it to the bag. For the customer who want to save time and directly add it to bag, the button under product listing is helpful; For the customer who want to explore more product details and customer review, she/he can click to the product details page.
Now comes to my Shopify store. My store mainly sell the girl’s accessories such as necklace and earrings. And the following is the user journey of mobile version.
First of all, when a customer enters the store, the cover page will show up. And then clicks the menu and click the catalog, the page will go to product listing page. Once a customer find a product is attractive and want to see more images and details, she/he can click the product and go the the next page.
The product details page contains several product pages and product materials details. If she/he wants to purchase the product, she/he can click “add to cart” or “buy it now” . Then, the shopping cart will show up on the screen.
To checkout, the customer need click “check out” button and she/he will see the order details and then she/he can fill out the payment information and mailing information. Once the customer finish this page, the order is complete by the customer.
After trying as a customer on the mobile, I think I can improve the user experience by add a product category to divide the products in different category so that the customer can easily find the category they want to look at. Also, more payment method should be added so that the customers will have more payment choices.
