06. fashion ecommerce
BUSINESS GOAL
Increase sales from the website and increase lead acquisition
MY ROLE
UX Research Lead
TIMELINE (for research activities)
2 Months
Research goals
1. Identify pain points that prevent conversion and lead acquisition
2. Identify user site browsing and exploration habits to be protected and promoted
Project roadmap
01. Analytics set-up
Design and creation of a setup analytics on Google Analytics to collect the data needed for search activities
02. Expert Review
Site analysis using a combination of cognitive walkthrough and Nielsen heuristics
03. Data Assessment
Analysis of real user behavior on the site through digital and visual analytics
05. Design
Redesign of the entire UX of the site starting from the information architecture
My role
This project was smaller than others I've been a research lead on. This is why in this case my operational role was more extensive.
My main responsibilities were:
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design the set-up analytics to allow data assessment based on business and project goals
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guarantee high quality of the research work and of the insights that emerge
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dialogue with the design team to ensure compliance with the requirements emerging from the research activities
Approach
The project started with an expert review of the site online, to immediately find and fix most interface problems.
The expert analysis was structured with a mix of cognitive walkthrough and heuristic analysis (Nielsen heuristics were used).
After a set-up analytics activity, a data assessment was also conducted. In this way, user behaviors were analyzed in more depth and further strategic and redesign indications emerged.
The data assessment focused above all on the analysis of 4 dimensions: exploration and navigation, user inclination to register on the site and to subscribe to the newsletter, loyalty, conversion.
Following this analysis, the wireframes were designed following the requirements given by the customer and the development team.
Throughout the design phase, I provided
continuous feedback to the design team.
Outcome
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The relationship between the brand and its users is built over time: purchases are made above all by returning users
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Fundamental pages such as the catalog or the product page did not immediately display CTAs and information, making it impossible to make quick decisions and indeed, risking causing a state of frustration
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A non-optimal IA, a weakness in combining narration of the brand world and an invitation to convert and a non-optimal attention given to micro-conversions (newsletter, wishlist) leaves the user to himself
92
interface redesign guidelines emerged through expert review
18
strategic and interface redesign guidelines that emerged through the data assessment
Reflection
The project went well and resulted in conversion growth as the new site went live, but it also gave me some lessons learned
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Expert review is an excellent tool for quickly identifying a large number of fixes with little effort. However, he does not have great communication skills with non-UX expert stakeholders. The best solution in these cases is to have a more analytical and detailed file for the design team and a much more concise and strategic report, focused only on main insights, for the stakeholders
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In projects that involve both expert analysis and data assessment, the most effective way to communicate the results is to combine the insights of the two activities into a single deliverable