Hyperkin

Ecommerce Website. Released 2013

Hyperkin is a gaming development company, specializing in consoles and accessories for multiple gaming systems. Hyperkin.com is an online store with powerful tools that process large quantity orders for wholesale-retail businesses around the world.

Visit Hyperkin.com

The Problem

How to improve checkout conversion and simplify the ordering process to better accommodate the needs of their growing wholesale customers.

My Role

As the sole designer and developer of Hyperkin.com, I was responsible for improving the UIUX and maintenance of the website’s Magento platform. I performed multiple usability tests to validate conceptual prototypes and gain valuable insights into user behavior.

Goals & Objectives

1. Obtain feedback on website UX
2. Discover & repair flaws in the website design
3. Improve checkout conversion
4. Improve navigation functionality

Usability Testing

Since our product has already been used by many users we had an opportunity to instantly perform a usability test with 5 users who varied in e-commerce regular use. According to the Nelsen Norman Group “Elaborate usability tests are a waste of resources. The best results come from testing no more than 5 users and running as many small tests as you can afford.” I had to identify the high-level problems quickly without investing a lot of resources.

Depending on the observational goal, usability tests included prototypes, survey questions, behavior studies, or A/B tests. Survey questions and task exercises during the tests provided us with a deeper understanding of our design weaknesses and user preferences. I ran usability tests to validate designs influenced by previous usability tests. It was a cycle of iterations influenced by real user feedback and UX hypotheses.

A customer journey study revealed that browsing, order management, and checkout were the most used features of the site. We concentrated our efforts on these primary tasks to identify pain points, obtain user feedback, and influence the development of new widget tools.

Order Management

Repeat users frequently submitted large custom orders that would take hours to complete. The ordering experience made it difficult and tedious for users to manage their orders.

Solution
We developed a tool nicknamed “Quick Order” that simplified the order management process and reduced friction at checkout. The Quick Order tool optimizes a user’s ordering process by allowing them to add multiple products to the cart quickly without leaving the page or importing CSV list files to instantly add hundreds of items to their cart.

Browsing

Behavior studies proved that the navigation menu was difficult for many users. The search tool returned inconsistent results which also lacked information specific to the item.

Solution
Performed card sorting workshops & information architecture strategy to organize over 3000+ items and 200 categories. Utilized findings to fix main navigation structure and develop a filtering tool to refine search results.