Klarna was founded in 2005 and helps consumers shop online by offering direct payments, pay after delivery options and installment plans. Its headquarters are in Stockholm, Sweden and Klarna was founded on the idea of providing consumers and merchants with a safer and simpler way of online shopping methods.
The purpose of this report was to study Klarna’s website and conduct usability tests to better understand and improve user experience. The usability tests included surveys, interviews, card sorting, a dairy study, a heuristic evaluation, and a usability test, all of these are included in this report. The results of this test helped create three user personas that represent customers for Klarna.
This process started by researching the site and understanding what the site is all about. Klarna has many pictures, and as you scroll, you see headers that have images below them. They have different categories, such as Featured Stores, Top Deals, Black Owned Businesses, Women-Owned Businesses, Beauty, Home, and many more. The site has an infinite scroll feel, where you can continue scrolling for a long time before the site ends, and you have the footer with their information.
After looking at Klarna’s site, it was important to identify similar sites and compare and contrast their user experience and site layout. The three competitors were Afterpay, Affirm and Sezzle.
|Unique Features||Customer service 24/7||Search Bar||Live chat option||Testimonials on the site|
|Design Strengths||Include many brands underneath each category on the home page||-Menu bar -New arrivals -Shows which brands have the items in-store||-Inspiration section -Filter button||-Graphics -“Accessories” tab|
|Design Weaknesses||Scroll lasts too long||Two footers||Constant image changes||Different size images and different edges|
After looking at the competitors it was important to start doing the usability tests. The first test was interviews to learn more about the potential and/or current customers. Next up was the survey and the purpose of this survey is to help Klarna learn more about the potential and/or current customers. After the interviews was card sorting.
Card sorting activities help determine the way a site’s information should be organized by showing how users think topics should be named and structured. The open sorting activity documents and evaluates the topic sorting and labeling that users understand and want to see.
Next up was a diary study which aims to broadly determine if users are more comfortable using Klarna.com or the Klarna app. It will track the behavior of users who already use Klarna and if they prefer to use Klarna.com or the app. This study will uncover which platform is more popular and the possibilities as to why that is so.
The last user test done was a usability test. Usability testing is a way to see how easy something is to use by having real users test the service or product. Usability tests evaluate the ease of use. The advantages of using usability testing include receiving direct feedback from the target audience to focus the project team, internal debates can be resolved by testing the issue to see how users react to the different options being discussed and lastly, issues and potential problems are highlighted before the product or service is launched.
Participants were asked to perform five different tasks and their results would help recommend ways to improve Klarna’s site. The five tasks were:
- Your brother has a birthday soon and you would like to get him a brand-new pair of headphones from Bose. Find out if this store participates in Klarna.
- You are a business representative that would like to partner up with Klarna. Find out how to do that.
- You want to buy a pair of shoes, but you are not sure if you can return them. Find out what the return policy is.
- You want to buy makeup from Colourpop with Klarna, but they are not partnered. Find out how to use a one-time use card.
- You are a merchant of Klarna’s, and you were told you were part of the “Merchant Spotlight”. Find out where Klarna posts their articles.
The five participants results were then analyzed and a table was compiled showing the time it took the participants to complete each task and the overall completion rate for each task.
|Participants||Task 1||Task 2||Task 3||Task 4||Task 5|
|1||36 secs||39 secs||14 secs||2 min||1 min|
|2||50 secs||1 min||45 seconds||6 min||3 min|
|3||40 secs||1 min||30 secs||5 min||7 min|
|Time||2.1 min||2.39 min||1.48 min||13 min||11 min|
After the test was complete it was clear that there were overwhelming similar opinions on the site from each participant. The recommendations that were made include:
- Add a Search Bar. This will help customers look for their products/services faster.
- Edit the menu bar so all the title links are different, and users won’t be confused by what each link does.
- Move the Blog and Articles to a home page menu and remove it from the footer.
- Give the website the ability to generate a one-time use card. These cards are useful because they can be used for any brand users want to shop from even if they are not partnered with Klarna.
- Have the website be as valuable as the app
This entire process shows all creators that these tests should be completed before websites or services go live because all of these tests are vital to understand whether the website has good user experience or bad user experience.
If you wish to learn more in depth about each of the user tests and their results check out the link below!