DESIGN RESEARCH
USER EXPERIENCE E-COMMERCE RESEARCH FOR SPARTA.CL
MAY 2013 - THE55 - CHILE
Researching the customer experience on the e-
commerce site www.sparta.cl.
Context: The qualitative research was focused on the
purchasing experience of sports articles (e-commerce),
specifically the diverse user groups’ ability or inability to
complete the buying process.
The process:
• We analysed the experience through moderated
usability tests.
• User depth interviews about their experience with the
site.
• 4 user profiles were created, to characterize the most
relevant customer types.
• The main problems and needs were identified.
• Insights and recommendations were set out to guide
the redesign.
The main hurdles for a good experience were:
• The purchasing process was not well guided or
intuitive.
• Incoherence of the website, reflected an apparent
inconsistency in the company.
• The company didn’t advise the customer on his/her
best product choice.
• Although it is an expert sports shop, users had the
perception that Sparta didn’t have specialized products
for many disciplines.
My role as researcher:
• User research, understanding their behaviour and
needs.
• Analysis of the website’s current situation (usability and
experience).
• Developing user profiles to guide the redesign process.
• Insights and recommendations.
1 2
3 4
1. Main insights after the research. 2. User
valued attributes. 3. User profiles. 4. Depth
interview main insights.