Introduction to Simply Signs and BannerMaker
As the UX Designer at Elcap, I recently had the opportunity to audit the website of a signage business named Simply Signs. While reviewing the website, I found a link to bannermaker.org.uk, a sister company to Simply Signs that offers a product configurator for customising PVC banners.
Screenshot of the Banner Maker UI
The Client’s Concerns with BannerMaker
Upon learning more about the tool, I discovered that the client at Simply Signs had expressed concerns about the tool’s performance, specifically a significant drop in conversions over the past three years. Despite the client’s observation, they were unsure of the specific problems causing this decline.
My Interest in Improving BannerMaker’s Performance
I took a particular interest in helping improve the performance of BannerMaker, as product configurators are often primary points of contact between a merchant and its customers (Leclercq et al., 2020). Product configurators like BannerMaker can often deviate from HCI guidelines for many reasons due to the trade-off between customisation and user experience (Leclercq et al., 2020). In fact, there is still much work to be done within the UX community to establish standard guidelines for designing product configurators (Leclercq et al., 2020).
Issues with BannerMaker’s Design
Upon reviewing BannerMaker, I noticed several issues with its design: outdated aesthetics, contrast problems, and a lack of information about the product itself. For example, the tool does not provide enough information on the available materials or how to format artwork properly for uploading. It also lacks crucial validation, allowing users to checkout without uploading their artwork.
Comparing BannerMaker to Competitors: Research Question and Goals
In light of these issues, I want to investigate how other competitors compare to BannerMaker in terms of usability and user experience. Specifically, I am interested in comparing BannerMaker to Trade Print, a competitor known for offering a good user experience. My research question will be: How do Trade Print and other competitors’ product configurators compare to BannerMaker regarding usability, user experience, and the level of customisation offered to customers?
References:
Leclercq, T., Deventer, C. and Heymans, P. (2020) Do product configurators comply with HCI guidelines? A preliminary study. ResearchGate. unknown. [Online] [Accessed on 6th December 2022] https://www.researchgate.net/publication/360977904_Do_product_configurators_comply_with_HCI_guidelines_A_preliminary_study.
