CeX, a trailblazing retailer, thrives on modernizing the buy-and-sell model, specializing in digital entertainment products. Established in 1992, CeX has expanded globally, with 800+ stores across ten countries. The CeX website enables real-time stock management and e-commerce sales through its stores. Renowned for gaming and tech, CeX offers the CeX Clinic, allowing customers to repair damaged devices. With 400+ locations and repair hubs in the UK, Spain, and China, the CeX Clinic is Europe's leading tech repair service. As concerns about consumer goods' environmental impact rise, second-hand retail has surged, with the UK witnessing a 27.2% sales increase in 2021, boasting over 3,800 shops.
Tools Used
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Figma
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Figma Plugins
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Adobe Illustrator
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Qualtrix
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CeX Website
Project Type
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UI / UX Design
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Usability Testing
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Website Redesign
Project Timeline
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Duration: 3 weeks
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Research & Usability Testing: 1 week
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Re-Design & Testing: 2 weeks
"Analyzing Existing User Interface: Unveiling the Flaws in the Current Website Design"
Inconsistent and Challenging Navigation:
The website's navigation proves challenging with randomly arranged products and improper categorization, leading to a cluttered homepage with numerous UI elements.
Overuse of Colors:
The overall color scheme lacks balance, featuring disorganized warm colors irregularly placed on the homepage, resulting in an aesthetically displeasing and unorganized appearance.
Existence of Irrelevant Information:
The website is overloaded with unnecessary information, making it complex and untidy, hindering focus on essential components.
Uneven Styling of Menu Bars:
Distinctive styling of menu bars adds complexity, with two visible menu bars that are excessively broad and inconsistent across the site.
Imbalance of Contents and Graphics:
The balance between information and graphics is skewed, particularly on the homepage, where heavy graphic dominance obscures crucial information.
Irregular and Confusing Site Navigation:
Difficult-to-identify fields and a lack of interconnected pages create confusion. For instance, accessing the selling page is challenging without specific steps, misleading users.
Inaccurate or Misleading Component Placement:
The website is overloaded with unnecessary information, making it complex and untidy, hindering focus on essential components.
Improper Structure:
Some website features redirect users to another interface, as seen with CeX Repairs, creating visual disparities and a disjointed user experience.
"Strategic Usability Testing: Enhancing User Experience"
The main goal in this usability test is to thoroughly evaluate and enhance the CeX website's usability, particularly regarding purchasing and selling products. I have measured the website's effectiveness, efficiency, and user satisfaction, including navigational speed assessment. Identifying and resolving usability issues is crucial, as is observing and analyzing user decision-making. Ultimately, I aimed to generate design recommendations from my findings and user feedback, aiming for an improved overall UI design for the CeX website.
Key Research Questions:
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How efficiently can users buy or sell second-hand products on the CeX website, assessing the speed, ease, and satisfaction of the process?
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To what extent can an individual determine the sale value of a product and locate the nearest drop-off point for selling it on the CeX website?
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How easily and quickly can users add products to their basket and review its contents on the CeX website, and how satisfied are they with this process?
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How effectively can users find the nearest repair store to their location on the CeX website, and how quickly and conveniently can they initiate the repair process for their used products?
"Foundation Insights: Preliminary Survey on User Attitudes and Engagement with Second-Hand Retail Websites"
I conducted a preliminary survey with 34 participants to gauge attitudes and interactions with second-hand retail websites. Assessing general sentiments and preferences, I then invited participants to join the usability test, providing foundational insights into user engagement and shaping the testing participant pool. This survey has provided me with valuable insights into the second-hand retailer industry and the CeX website.
Age Demographics:
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50% of second-hand retail website users are under 25.
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Over 30% fall within the 26 to 40 age range.
Browsing Preferences:
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Nearly 70% of participants prefer desktop or laptop browsing.
Brand Familiarity:
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Over 80% are familiar with CeX.
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Followed by Argos, eBay, and Game Digital.
Satisfaction Ratings of CeX:
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Participants express partial satisfaction on a rating of 1 to 10 scale.
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Overall satisfaction levels are not notably high.
Usability Challenges in CeX:
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More than 85% struggle with information location on the website.
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Navigational problems are reported by 67.6% of participants.
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Browsing issues are noted by 58.8% of respondents.
"Methodology Overview: Employing CIF for Comprehensive Usability Testing and Participant Selection"
I implemented the CIF (Common Industry Format) method for the usability test, commonly used for formal tests with quantitative measures, ideal for summative/comparative testing. Its structure includes Executive Summary, Introduction, Method, and Results sections. In the Method section, I detailed participant information, setting specifics, and technical details. Satisfaction and performance results were presented in dedicated sub-sections within the Results section.
I selected participants based on a preliminary survey assessing their experience with second-hand retail websites. Those familiar with such sites were chosen for their ability to anticipate expectations. Engaging in remote testing via Microsoft Teams, a diverse pool of participants interested in buying and selling used goods was involved. Below is a participant list, featuring essential data gathered before assigning usability tasks.
Leo Arthur
Youtuber
Age: 22
London
"Uses second-hand retailer websites to sell used Products"
Daisy Matilda
Gamer
Age: 20
Manchester
"Uses second-hand retailer websites to buy/sell games"
George Oliver
Animator
Age: 25
Hockley
"Uses second-hand retailer websites to repair gadgets"
Jack Bailey
Gamer
Age: 23
Portsmouth
"Uses second-hand retailer websites to buy/sell Gaming Accessories"
Amelia Lily
Student
Age: 21
Edinburgh
"Uses second-hand retailer websites to buy used gadgets"
"Comprehensive Usability Testing: Tasks for Evaluating CeX Website Interactions and Functionality"
I designed the usability testing tasks to comprehensively assess participants' interactions with the CeX website, emphasizing key functionalities. I tasked participants with scenarios involving purchasing, selling, and repairing products, simulating real-world user journeys. My goal was to evaluate the website's effectiveness, efficiency, and user satisfaction across these core actions. I paid specific attention to navigation speed, content comprehension, and the overall user experience. Engaging participants in these carefully crafted tasks, I aimed to uncover valuable insights into the website's strengths and areas for improvement.
# | Task |
|---|---|
Task 1 | Sign in / Sign up with the website. |
Task 2 | Search for a specific game and try to add it in basket and check for the delivery cost. |
Task 3 | Try and find the nearest repair centre from your location and get the address and details. |
Task 4 | Choose store pick up option from your nearby store once you've found an iPhone that fits your budget of between £200 and £300. |
Task 5 | Find out a product's cash value and voucher value by attempting to sell it. Locate the closest drop-off facility. |
"Procedural Overview: From Preliminary Survey to Usability Testing Insights"
I conducted a preliminary survey with 34 participants to gain general attitudes towards second-hand retailer websites. Five individuals from the survey expressed interest in the usability test, so I provided them with detailed recruitment information, task explanations, and tool requirements. After they signed consent forms, emphasizing privacy, participants scheduled testing appointments. During the test, I observed their actions, mistakes, and assistance needs. Post-test, participants filled out surveys and the System Usability Scale (SUS), providing valuable feedback on challenges and experiences. Emphasizing anonymity, the recorded sessions ended with insights enriching my understanding of user perspectives.
"Discovering Key Insights: Usability Testing Outcomes"
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|---|---|---|---|
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Task Completion Rate:
Three out of five tasks have a 100 % completion rate (Task 1, Task 2 & Task 4) while the other two tasks (Task 3 & Task 5) have 75% of completion rate.
Task Completion Time:
The first task was completed more swiftly than the subsequent tasks, whereas task 4 demanded a longer duration, exceeding 2 minutes compared to all other tasks.
Error Count per Task:
In comparison to the remaining tasks, Task 2 registered a greater number of errors, whereas Task 1 exhibited a lower error count.
Assist Count per Task:
Task 4 recorded a greater number of assists when contrasted with the other tasks, whereas Task 1 recorded lowest count of assists.
Overall Task Satisfaction:
Task 1 exhibited the highest satisfaction rate among all tasks, while Task 2 and Task 4 demonstrated the lowest levels of satisfaction in comparison to the remaining tasks.
"Identifying Usability Challenges: Critical Issues Affecting User Experience"
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Inconsistent Menu Structure: Users noted inconsistencies in menu layout across the site.
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Double Menus: Presence of double menus added complexity, hindering information retrieval.
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Confusing Basket Positioning: Basket placement was unclear, and previews were insufficient.
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Cluttered Content: Excessive and irrelevant content cluttered the site, impairing navigation.
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Visual Clutter: The visual style appeared cluttered, impacting readability and aesthetics.
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Overuse of Warm Colours: Excessive warm colour usage throughout the site led to visual overload.
Issue | Issue Description | Issue Area | Participants Affected | Priority |
|---|---|---|---|---|
Inconsistent Menu Structure | On a few pages, the menu changes for no apparent reason. When users can't find the same selections as on the previous page, this causes confusion. Users were puzzled by the numerous options, which increased the time it took them to find the right page. | Menu | 4/5 | Critical |
Confusing Basket Positioning | The "purchase" basket hides important details like delivery date and time. Users anticipated seeing this information there. View Basket and Advance to Checkout are the two links available for previewing the basket. The "View Basket" link was missed, and consumers were irritated when they clicked "Advance to checkout" and were prompted to input their log-in information. These alternatives perplexed the eye tracking participants. Participants took some time to determine which basket was for selling and which was for buying. | Basket | 5/5 | Critical |
Too much content | Participants had no idea where to go on the webpage to locate the right path when they were navigating it. The participants complained that there was too much to look at and that the style and amount of information were both overwhelming. | Homepage | 5/5 | Critical |
Excessive content of Menu filters and Page layout | Participants discovered that the amount of content on the pages made it challenging to concentrate on searching for a particular product. Users scroll and scan through sites a lot since there is no hierarchy for the material. Participants complained that the page was "cluttered" when trying to find product information. | Product Page | 3/5 | Serious |
Clumsy Colours | The website has a very inconsistent dominant warm colours all around the website that makes the participants feel that the entire site is cluttered and not pleasing to eyes. Participants found the colours of the buttons to be very bad as it acts opposite to the normal terminology. | Buy / Sell Page | 3/5 | Serious |
"Revamping User Experience: Key Redesign Recommendations and Insights"
During usability testing, I highlighted numerous issues, revealing user frustration and inefficiencies in website usage. The outdated design and confusing layout deterred users, impacting overall satisfaction and task completion. For instance, clumsy menu bars and hidden crucial information caused confusion and hindered navigation. Despite limitations in pilot testing, the insights I gained emphasized the need for comprehensive redesign efforts. Future expansions may include testing across various devices and exploring additional website sections, aiming for a cohesive and user-friendly experience across platforms.
The redesign recommendations stem from user demands for improved usability and functionality:
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Clear Menu Structure: Users desire a consistent and intuitive menu layout for seamless browsing.
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Informative Basket: Users seek a detailed basket feature to facilitate quick checkout.
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Obvious Page Style: Clarity in page design aids user exploration and comprehension.
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Accessible Product Information: Relevant product details should be easily accessible without overwhelming users.
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Targeted Search: Users expect efficient search functionality to locate desired items swiftly.
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Support Accessibility: Users require easy access to support information for prompt issue resolution.
"Redesign Documentation: Analyzing Usability Test Data and Task Prioritization"
I initiate the redesign process by conducting a comprehensive analysis of usability test data collected from participants, which informs key redesign suggestions.
In this study, our focus is on Task 5, which involves selling a product to determine its cash and voucher value, as well as finding the nearest drop-off location.
Due to time constraints, I prioritized a detailed examination of this specific task.
"User Persona: A 22 year old Gamer / Game designer"
Upon analyzing the challenges encountered by five participants in the previous usability test, I crafted a User Persona. This persona is customized to align with the primary goals and needs identified among the participants.
"Enhancing User Experience Through Hierarchical Task Analysis (HTA)"
Scenario: A user is trying to sell a product and wants to check the cash value and voucher value. The user further wants to drop off the product in store, so the user must find the nearest store to his location and the details of the store.
I conduct task analysis to systematically examine how users perform tasks to achieve their goals. This process ensures that services and products are created effectively and accurately to meet those goals. I discovered that when the sale and purchase baskets were positioned near the top menu bars, the user's path became more straightforward. Previously, without any interaction displayed after clicking the sell button and with the basket placed in a corner position that was difficult to notice due to its structure, finding these baskets was challenging. This complexity in the user journey wasted time and often led to users leaving the website without making a purchase.
"Revamping the Homepage: A Fresh Approach to User Engagement"
Existing Homepage Design
01 The top menu bar appeared cluttered and overcrowded, with numerous options tightly grouped together, resulting in difficulty for users to discern the displayed elements.
02 The basket's placement and its choice of color caused discomfort for users, leading to difficulty in identifying its location. Additionally, users found the contrasting color scheme, where green represented selling and red represented buying, very confusing.
03 The homepage contains excessive information, causing confusion for users by making it difficult to discern important elements and know where to focus their attention.
04 The products on the homepage lacked categorisation and were randomly displayed, making it difficult for users to identify items by their respective categories and challenging to locate specific products overall due to the cluttered and disorganised layout.
Redesigned Homepage
01 The top menu bar underwent a complete redesign, featuring a minimalist design to ensure all elements are easily visible and accessible to users.
03 The products showcased on the homepage were categorized accordingly, aiming to simplify the browsing process for users and enable them to select items based on their specific categories of interest.
02 The placement of the basket within the menu bar section allows users to conveniently access both the buying and selling baskets, each distinguished by appropriate color schemes.
"Architectural Site Map: Navigating User Flow for Efficient Task Completion"
I created the architectural site map user flow to outline the structured hierarchy of the website, providing a visual representation of its information architecture. This map helps me understand how the website is organized and the connections between its different components. Specifically tailored for the task scenario of determining a product's cash and voucher value while attempting to sell it, along with finding the nearest drop-off location, this architectural site map flow offers users a clear pathway to navigate through the website and accomplish their objectives efficiently.
"Dynamic Redesigned Prototype: Enhancing User Interaction Across Platforms"
I created the interactive redesigned prototype using Figma, presenting a dynamic solution tailored for seamless user interaction across mobile and desktop platforms. Specifically designed to address the task scenario of determining product value and locating the nearest drop-off point, this prototype offers a user-friendly interface for enhanced navigation and task completion. Leveraging Figma's versatility, I ensured accessibility and interactivity, allowing users to engage with the design intuitively. Whether on mobile or desktop, users can experience the redesigned interface firsthand, exploring its features and functionalities to accomplish their objectives efficiently.
"Elevating Website Usability:
Key Takeaways from the Website Redesign Project"
Throughout my journey of evaluating and enhancing website usability, I have come to appreciate the significance of meticulous attention to detail. Factors like accessibility and user-centric design have been paramount considerations during the redesign process, ensuring intuitive and natural interactions. While I have made significant strides, there remains a continuous need for testing and refining to ensure optimal usability and ease of access for all users. This ongoing commitment to improvement underscores my project's key takeaways, emphasizing the iterative nature of design and the importance of prioritizing user needs.
Thank you 🙏 .. I appreciate you taking the time to delve into this redesign journey with me.
Your engagement and involvement in exploring the project are genuinely valued.
Interested in collaboration? Feel free to contact me -- I look forward to exploring potential opportunities with you!