UX & User Research for E-Commerce
Understand what customers actually experience, and turn those insights into a test plan.
What you will learn in this track
Practical user research methods for e-commerce: usability tests, session recordings, customer surveys, heuristic evaluation, and test planning, so you can find real purchase barriers, prioritize them, and improve them in measurable ways.
- After this module, you'll be able to choose the right usability test type for your shop (moderated, unmoderated, mobile), write goal-oriented tasks that reveal real behavior instead of opinions, explain the rule of thumb of around five testers, and prioritize findings by frequency, severity, and proximity to conversion.
- By the end of this module, you'll evaluate heatmaps, scrollmaps, clickmaps, and session recordings based on what each one actually tells you, filter specifically for conversion-relevant segments like add-to-cart without purchase, spot frustration signals such as rage clicks and dead clicks, and turn recurring patterns into testable hypotheses.
- After this module, you'll design customer surveys that uncover real purchase barriers instead of polite satisfaction scores: you'll choose the right timing (pre-purchase, post-purchase, exit-intent), write neutral, barrier-focused questions, cluster open-ended responses by frequency and business impact, and use rating scales only as a trend indicator.
- After completing this module, you'll use a streamlined set of six e-commerce heuristics - system status, language, user control, error prevention, consistency, and findability - to run a quick evaluation of a core process in your shop and prioritize your findings with an effort-impact matrix.
- By the end of this module, you'll cluster research findings from tests, recordings, and surveys into actionable themes, write testable hypotheses in the if-then-because format, prioritize them using ICE (Impact, Confidence, Ease), and define a single primary success metric with clear decision rules for each test.
Modules at a glance
Usability Testing for Shops
After this module, you'll be able to choose the right usability test type for your shop (moderated, unmoderated, mobile), write goal-oriented tasks that reveal real behavior instead of opinions, explain the rule of thumb of around five testers, and prioritize findings by frequency, severity, and proximity to conversion.
Analyzing Session Recordings Effectively
By the end of this module, you'll evaluate heatmaps, scrollmaps, clickmaps, and session recordings based on what each one actually tells you, filter specifically for conversion-relevant segments like add-to-cart without purchase, spot frustration signals such as rage clicks and dead clicks, and turn recurring patterns into testable hypotheses.
Customer surveys that deliver real answers
After this module, you'll design customer surveys that uncover real purchase barriers instead of polite satisfaction scores: you'll choose the right timing (pre-purchase, post-purchase, exit-intent), write neutral, barrier-focused questions, cluster open-ended responses by frequency and business impact, and use rating scales only as a trend indicator.
Heuristic Evaluation Without an Expert Team
After completing this module, you'll use a streamlined set of six e-commerce heuristics - system status, language, user control, error prevention, consistency, and findability - to run a quick evaluation of a core process in your shop and prioritize your findings with an effort-impact matrix.
From Research to a Test Plan
By the end of this module, you'll cluster research findings from tests, recordings, and surveys into actionable themes, write testable hypotheses in the if-then-because format, prioritize them using ICE (Impact, Confidence, Ease), and define a single primary success metric with clear decision rules for each test.
UX Research as a Regular Practice
By the end of this module, you'll have defined a fixed research rhythm for your shop covering weekly, monthly, and quarterly activities, chosen the right method for each type of question, assigned a responsible person, and set up a minimal documentation system that turns sporadic firefighting into continuous improvement.
Certificate on completion
Pass all module quizzes and the final exam to receive the "UX & User Research for E-Commerce" certificate as a PDF.
6 modules to go before the exam.