01. Pharma E-Commerce
A data-driven, iterative design project to increase the conversion rate of the website.
PROJECT OVERVIEW
BUSINESS GOAL
Increase the number of conversions through a data driven redesign of the website
RESEARCH GOALS
Check site navigation efficiency and product findability
Identify pain points that prevent conversion
Identify possible new features or solutions desired by users
TIMELINE (for research activities)
6 Months
MY ROLE
UX Research Lead
PROJECT ROADMAP
2 strategic workshops with stakeholders
AS IS Assessment (Expert Review, Benchmark, Data assessment)
Prioritization Survey (using Kano Model)
First sprint of design
First moderated usability test (on mobile prototype)
Second sprint of design & guerrilla test
Third sprint of design
Second moderated usability test (on desktop prototype)
Third moderated usability test (on mobile prototype)
Fourth sprint of design
Fifth sprint of design & measurement plan creation
MY ROLE
As a research lead, my role was constant and transversal throughout the project.
My main responsibilities were:
guarantee high quality of the research work and of the insights that emerge with respect to the business and research objectives
coordinate the research team of 5 researchers
dialogue with the design team to ensure compliance with the requirements emerging from the research activities
MY ROLE | ACTIVITIES |
Quality validator | Expert review Benchmark Priority Survey |
Digital Data Analyst | Data Assessment Measurement Plan creation |
UX Researcher | Creation of the research protocol for usability tests and guerrilla test Recruiting management Usability testing facilitation Analysis of all the insights that emerged from the guerrilla test Analysis of the main qualitative insights Analysis of perceived usability through the use of standardized and custom questionnaires |
APPROACH
The first step was to understand the reference target and the business objectives through 2 workshops with strategic and operational stakeholders.
An assessment of the AS IS was carried out through an expert review and a data assessment. Furthermore, thanks to a benchmark we have identified other areas for improvement.
The opportunities that emerged were prioritized through a survey administered to a representative sample of the two main targets.
In the design phase, an iterative approach was adopted: we conducted 3 remotely moderated usability tests and a guerrilla test (the latter was introduced because limited time and resources).
At the end, a measurement and implementation plan was created which defines the KPIs to measure the success of the new design.
The real challenge was to understand how to improve a site that already had an excellent conversion rate.
OUTCOME & IMPACT
The main problem in AS IS design was the findability of products: it was necessary to speed up and make it easier to find the desired product
At the center of the experience is the search feature because the need is specific. Despite this, if offered at the right moment of the journey and in good correlation with the desired product, cross-selling can work very well
The drivers of choice are convenience, reliability and ease of use: one must resist the temptation to offer too many features or products all together
"This site compared to the current site? In my opinion, it is much better!"
(A tester during the last usability test)
SOME INSIGHT
50%
effective concept design for regular users:
they promote loyalty
90%
effective concept design for new users:
it grows the customer base
REFLECTION
Although the project went very well and the client was satisfied, it provided me with some interesting lessons learned for future projects.
In the future, for projects of this type, I will propose also a final test on the stage site: the iterative tests on prototypes are very useful for validating general choices during the design, but only with a test on a hi-fi product can one fully evaluate the overall UX
To better manage the recruiting phase (especially if entrusted to an external partner for the panel) I will build a very detailed screening survey: during the tests some users turned out to be not in line with the expected characteristics, especially as regards digital literacy
I would like a designer dedicated to usability tests: the presence of the designers during the tests was one of the strengths for both research and design.