Based on some outsourced testing conducted before I arrived on site, one of my projects was to add Quick View.
Personally, I hate Quick Views. They interrupt the way I shop (which is opening multiple tabs using my middle click so I can review all of the options). So for the concept, I quickly put together two versions of Quick View—one traditional and one less so:
Providing more information on hover had a couple issues:
- When does the information become too much or too long?
- How is this handled on tablet or mobile devices?
- The moving Add to Cart button may cause further issues with finding the target (what if the length of the information pushed the button off screen?)
After showing these two options at a design review, we decided to eliminate the on hover option based on those issues above. I also discovered that our team was split: Half hated Quick View and half loved it.
I was concerned about the popup window for several reasons:
- Will our customers understand there is more information about the product?
- Will our customers understand how to close the window?
- Will our customers love this feature or find it frustrating?
These top two reasons are common usability concerns for Quick View and it becomes more concerning when the average user is older.
To decide if Quick View was actually worth spending more time on, we decided to run a Chalkmark (first click) test on OptimalWorkshop.
We ultimately gathered 30 participants from customers who identified themselves as businesses. As this is our target audience, we thought they would be the most appropriate.
These 30 participants were shown two screens.
Screen 1 (pictured above) asked participants: “You are interested in the cordless circular saw kit. How would you learn more about it?”
After selecting where they would click, customers were shown Screen 2:
On Screen 2, participants were asked either:
- “You clicked on the product and see this. What would you do to see more information about the product?”
- “You clicked on the product and see this. You decide you don’t actually want this product. How would you go back to your search results?”
These two questions would get to the root of the two most common usability issues with Quick View.
Following these two tasks, we asked customers if they expected the popup when they clicked on the product and how they would feel (on a 5-point scale) if we implemented a Quick View feature like the one they just tested.
88% of our customers were able to find more information about the product and 92% were able to close the popup without issue. Thanks to Screen 2 tasks, we determined that the usability concerns were not concerns for our user base.
The questionnaire after showed that customers did expect the popup and even expected it in a lot of cases. 93% of those customers were receptive to or even excited about the prospect of this feature being added in the future.
Based on these test results, we’ve decided to move forward with the Quick View feature, which means more UX and UI design and ultimately development work.