StockX.com
Usability Test
UCI MHCID Student Project
2018
ROLE: UX RESEARCHER
I conducted four different usability methodologies on the website StockX.com, including a Heuristic Evaluation, Cognitive Walkthrough, Competitive Analysis, and a remote Usability Test. I compiled the findings and provided recommendations to solve the issues found.
Presentation Decks:
About StockX
StockX is a marketplace mainly for the secondary sneaker market. They provide a platform for people to buy and sell sneakers while weeding out counterfeits. The website provides information and sales statistics for those who are familiar with the secondary market and its culture.
METHODOLOGY
Although StockX puts a stock market spin on the typical shopping experience, the overall structure of the website can deter new users. Each test was conducted to see if new users are able to easily browse and search the website with a vague idea of what they are looking for.
Cognitive Walkthrough
Utilizing the streamlined cognitive walkthrough method by Rick Spencer, which asks two questions instead of the traditional four by Wharton et al. I performed a series of tasks from the perspective of a target persona. The focus of the walkthrough is to understand the learnability of the product for new or infrequent users.
Competitive Analysis
I analyzed 2 direct competitors and 2 indirect competitors based on the target market. As StockX is a unique product, the concept stood out amongst its competitors. Although there were a few UX functions that could be improved upon to keep up with its competitors and innovations to learn from influencers.
Usability Testing
A remote usability test was conducted on the website using Loop 11 and Usertesting.com for quantitative and qualitative testing to provide further insights into the website. 100 users participated and the results of the testing provided insights into how casual users failed to navigate the website.
RESULTS
The test results showed that there were problems with StockX.com's browsing and search UI that created confusion with new users, mainly the terminology used by StockX combined with how they structured filters and the browsing function were a pain point for users navigating the site.
StockX can easily improve the user experience with a few aesthetic changes and consistency between the browse and search functions. Although major changes were unnecessary, a few minor adjustments to the website could lead to a greater experience for new users, as a majority of them failed to understand or find what they were tasked to accomplish during the usability test.