Niagahoster is a web hosting and domain service company based in Indonesia. They offer a variety of services such as web hosting, domain registration, SSL, and various other related services to help individuals and businesses build and manage their online presence. Niagahoster is known for its focus on customer service, cutting-edge technology, and strong technical support. The company has become one of the leading hosting service providers in Indonesia.
Niagahoster has a target that has not been achieved yet for the number of hosting service buyers. Research results indicate that some users are confused when choosing service options on the checkout page. These users take a long time to make their choices. The root of the problem is that users are faced with too many options and do not understand the definition of each option offered. The hope is that the percentage of users completing the purchase of hosting services on the checkout page can increase.
On the hosting service checkout page, there are three main elements that users need to select or input before the service ordering process can proceed, namely:
In addition, there is also a card containing order details, including the price amount, discounts obtained, tax and additional fees, as well as the total amount required. From this page, there are also three main colors that can be chosen as fixed options for the design appearance, namely blue (007AFF), green (00BFA6), and orange (FF9800).
How can we make users understand each option offered and easily select them on the checkout page without taking too much time, so that users can complete the checkout process for their orders easily and quickly?
Based on the design challenge above, we can see that users still often feel confused about the options offered on the checkout page. Additionally, the abundance of choices on one screen also causes users to take a long time to make their selection.
Therefore, the following ideas are proposed:
These ideas are based on the implementation of one of the UX principles, which is Hick's Law. The Interaction Design Foundation website explains that "To make our designs work, we need to remember that the user’s time is precious, and the user is not obligated to stay on our site." Therefore, to improve the user experience, it is necessary to consider aspects such as Obscuring Complexity. Obscuring Complexity is the situation where we need to obscure the existing complexity on one screen by dividing it into several screens or sessions. It is explained on the website that "If you have a complex process, you can use Hick’s Law to rationalize only presenting specific parts of that process at any one time on the screen."
I am the lead and sole designer on this project. Therefore, I am responsible for designing the user interface and experience within the application, including its features, as well as supporting elements like icons, illustrations, wireframes, and prototypes.
Based on the design challenge above, there needs to be a simple implementation of the ideas obtained. Wireframe is the initial framework of the interface design that will serve as the basis for creating the design prototype. In the wireframe created, there are two additional components to enhance the user experience in completing this checkout process:
Used so that the user can know what process they are currently in and what they will be working on next.
Contains information such as the price amount, discounts obtained, tax amount, additional charges, and the total amount required. The drop menu is selected to increase negative space on one screen.
Implementing Hick’s Law principle is a significant challenge in designing the Niagahoster website. The goal of applying Hick’s Law is to increase the percentage of users completing the hosting service purchase on the checkout page by obscuring the complexity existing on one screen by dividing it into multiple screens or sessions, known as Obscuring Complexity. Therefore, the checkout process is divided into 4 stages, including selecting a hosting package, choosing the package duration, inputting the domain, and reviewing the order. Additionally, the presence of a progress bar is expected to enhance the user experience during checkout, as users can track which stage they are in and what the next steps will be. The collapsible price detail information is also an effort to improve the user experience because users are not immediately confronted with excessive information on one screen.
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