The Curios case of filters!
May 14, 2020
May 14, 2020
Having the filters in the wrong place can increase your drop off rate and directly impact your revenue!
My Shopping Journey from Reebok to Nike and back to Reebok!
I decided to buy shoes for my kids today and this took me to reebok online and i was not able to find a size for my son, than moved to Adidas and same size problem. Couldn’t find the size — All sold out!
I choose these two because I get a discount from my employer so my motivation was already very high due to price discount I would get on both retail stores.
When I could not find what I was looking for, I decided to go to Nike.
Now my problem started. Assuming Nike is such a big brand and they must have surely invested huge resources in UX design and understanding their target audience. I was surprised and also frustrated by their overall experience.
Why? Lets disect this bad boy
As you can see the there is a lot to choose from. I can understand people might be interested in all these things. But you are giving me so much choice.
Im only interested in shoes for my son who is 4–8 years. Now I had to spend a couple of minutes. Rule No 1 of usability “Don’t make me think?”.
I had to think and engage my thinking part of the brain 🙂 which I usually do not like to use while im shopping online.
So the first issue I encountered was more around my choice and where I wanted to go
- Shop by size (as im in Canada I had no clue how these sizes worked?)
- There is no way for me to quickly find kids products from 4–8
- I do see Younger kids (27,5–35) .Im assuming that is US sizes? Why embed sizing in the menu?
- Any ways I clicked younger kids hoping its the category I want to arrive to — Again I didn’t have a lot of confidence but had to click to proceed.
My Second Problem is this screen! Do you see what I see?
I see that they are showing all possible products for this category and that’s fine. But im interested in shoes for kids between the ages of 4–8 years old remember. How do I drill down to that.
This is what I tried to do
- I tried clicking on the Hide filters (which actually hid the filters on the left) how stupid of me and I though I was going to open up the filters. But the question is why would i want hide the filters? Is that really necessary as im assuming they are there to help me to better navigate and converge on my choices. I completely ignored the hide filter text and just focused on the filters icon because these actions with sort are always together using the rule of proximity. There was no error prevention i.e im going to hide filters.
- Now you have made me feel stupid. As UX designers — We really don’t want our users to feel that especially when we want them to spend money on our site. But I still ignored it.
- So I put my focus on the left side of the page where all the filters are.
- But as you can see — Above the fold I could not converge on my Choice and you certainly have given me so many things to choose from — Again creating a Choice Paradox phenomena.
- Now I had to scroll down and tried to find how to filter to size 4–8.
- To my surprise I could not 🙁
Ok, no problem I’m a Nike fan I’ll find a way, I really like their products and my son already has one and its a really great shoe. I’ll give them a chance.
- Ok so I click Boys
- But now when I scroll, there are new filters (not very good)
- But there now I see Size Range!
Now there is another problem which is how content is shown its not showing completely? Why Nike! and before I come to that, I tried scrolling all the way down to the page Voila! I found it.
Finally I found it.But now there is another problem! Whats the C with the numbers. Cleary ive not done enough shopping for my kids especially with shoes! I need to learn more around that. But why make me think?
Im going to stick to the Size Range instead of Size — im not sure why but ill take my chances. Why size range and size? Just size works? May be the users at Nike like that! and i might be completely wrong!
Im endlessly scrolling trying to find something that might interest me
Im loosing interest but thats ok i need to find a shoe
Ok i found one!