Task Analysis
Task Analysis
What it is: Task analysis is the process of breaking down ecommerce workflows into smaller, actionable steps to understand how customers or internal teams complete a task. In ecommerce, this could mean mapping out the path to purchase (from product discovery to checkout), or analyzing backend workflows like order fulfillment and returns. It’s all about uncovering friction points and streamlining the journey.
Why it matters for ecommerce merchants: Every extra click, confusing button, or clunky workflow adds friction—and friction kills conversions. Task analysis shines a light on the hidden steps users take (and where they get stuck), helping merchants improve user experience and operational efficiency. By optimizing tasks, brands reduce cart abandonment, shorten purchase paths, and make both customers and teams happier.
Challenges:
- Identifying hidden steps—users often take paths merchants didn’t expect
- Balancing detail with usability—going too granular can overwhelm the process
- Prioritizing fixes when multiple friction points are discovered
- Translating findings into action across design, development, and operations
