Mobile Pricing
Role
User Experience Designer/Researcher
Overview
Responsibilities
User Research, Wireframing, Low fidelity prototype, High fidelity prototype, and Usability testing
Project Duration
10 weeks
The User Problem
Jax, a renowned name in the biomedical research field, is recognized for its pioneering discoveries and for offering high-quality research mice. These research mice are pivotal in advancing scientific breakthroughs across various disciplines. However, a challenge has been identified in the mobile experience, where accessing the pricing panel and relevant information is currently limited. As a result, potential buyers must seek mouse details on the web, leading to a less-than-ideal user experience.
Goals
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To ensure users can locate the pricing panel on the mobile screen
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Understand which mice/product type they’re actively viewing, as some strains have multiple products
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Whether the 'view pricing' button location impacts the price viewing option
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Understand the quantity and pricing of various product types & features
Design Process
At Jax, we already have personas defined as most of the customers are scientists, researchers, professors, and midsize biotech companies.
As we had Personas, we mostly focused on the definition, ideation, prototype, and research phase.​
Personas
Crafting a Solution
As a UX designer, I believe sketching could be the first line of attack to crack a design problem. Over here at Jax, we don't sketch much, but sometimes its good to do it as it makes designers propose, explore, refine and communicate ideas.
High Fidelity Prototype
These are the final designs for different types of mice and their strains. The videos below show how users can easily see the price of mice on their phones.
Usability Testing
Goals
Unmoderated usability testing to discover whether customers can search for and understand mouse pricing on a mobile device.
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Study Type: Unmoderated test; Mobile devices
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Tool: Maze via Pendo
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Participants: 16
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Activities: 4 Tasks with prototypes, Multiple choice questions, open-ended questions
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Time Period: 2 weeks
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Tasks and Questions
Questions will help to understand how the user feels about the feature.
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Task 1- Imagine you are purchasing mice for your organization in Italy. You need to look for the price of 7-week-old male live mice.
Task 2-
 If you are looking to purchase a male live mouse, 10 weeks old, and is a non-carrier. Show how you would find the price of that mouse.
Task 3- Imagine you are looking to learn more about ES Cell mice and their cell lines. Show how you would navigate to find the most important information.
Other questions
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Based on the screen, what will be the price of 4 cryo-recoverable mice?
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On a scale of 1 to 10, how useful would it be to view a detailed pdf of ES cells when you click the "View Details" button in the image?
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How was the overall experience with the pricing screens?
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Are there any additional features that you would like to see?
User Feedback
Worked well-
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The ES Cell 'view details' option was appreciated by the users, as they could easily see all the details.
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Users understood the price differentiation easily for different locations.
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The dropdown option worked well for different genotypes.
Needs iterations-
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The ES Cell pricing details need a better approach as it confuses the users.
Quick fix
As per recent design updates, users can see the file download option on their mobile screens, but some of the cell lines didn't have the text content, leaving the file download icon alone.
Suggestion- Include the file download icon inside the cell lines so that users can understand its purpose.
Impact
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Pricing Anytime—User satisfaction increased by 35% after users could view mouse pricing directly on their phones, improving accessibility and convenience.
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Download Options— The average number of PDF downloads rose significantly as users adapted to viewing detailed information on their phones, enhancing overall engagement.