Improving the e-commerce experience

Initially, the client requested a website redesign, but I recognized that this would be limited due to the e-commerce builder they were using. Additionally, they had little knowledge about their user base, making it difficult to make informed design decisions.

As a result, I proposed a research plan to:

a) Identify their key audience and determine how the website and marketing could be optimized for them.

b) Improve the existing UX of the website within the build constraints to enhance the user experience.

The client accepted this proposal, and I created a comprehensive research plan that included research questions, methods, timelines, and key insights. This plan helped obtain initial sign-off on the project's scope and provided the client with easy access to all project information throughout its duration.

Aim 1: Understand the market

Google Analytics was used to identify the demographic profile that made the most frequent purchases through the website, as well as their characteristics (e.g. using affinity categories and in-market segments). This analysis identified two distinct user groups and was used to inform secondary research in order to create the behavioral archetypes shown below.

As-is user journey map

To understand each archetype's current journey and identify areas for improvement, I conducted a service safari that considered their behavior and needs.

this journey was before we apply ux audit

this journey was After we apply ux audit

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Aim 2: Improve the current website experience to reduce bounce rate.

In an effort to gather feedback on the DE.CI website, I designed a survey and sent it out to the mailing list. The survey was intended to gauge respondents' opinions of the website and their experience using it. While the survey received a modest amount of responses, the results of the survey suggested that there were significant opportunities for improvements in the areas of marketing and consumer engagement.

Upon further analysis of the survey data, it was found that although there was a significant bounce rate visible in Google Analytics, individuals who actually made a purchase on the website tended to regard their experience as outstanding. This suggested that the internet experience may have hindered potential purchases, which were ultimately forgotten after the goods were acquired.

This finding was corroborated by a usability test, which was carried out with new users. The usability test revealed that many of these users had trouble navigating the website and found it difficult to complete the desired actions. These findings provided further evidence that the website was not meeting the needs of its users and that improvements were needed in order to make the website more user-friendly.

Based on these findings, it is clear that there is a need for significant improvements to the DE.CI website. Specifically, the website needs to be more user-friendly and engaging in order to better meet the needs of its users. By making these improvements, it is possible to increase engagement with the website and to ultimately drive more sales and revenue for the business.

The overall experience was rated between 70 (good) and 80 (excellent). This suggests that the experience was above average and exceeded expectations. Given this high rating, it is clear that the experience was enjoyable and satisfactory.
The users' ratings for the website were very positive, with most of them giving a rating of either 4 or 5 for likelihood to use the website again and to recommend it. This indicates that the website is performing well in terms of user satisfaction and loyalty.

Comments from our customers

Firstly, it is incredibly easy to read and navigate, which is always a plus. The clarity of the pages is also very impressive, which makes it easy to find what you are looking for. Additionally, the products offered are of excellent quality, and the prices are very competitive. Overall, this website is definitely worth a visit if you are looking for a hassle-free shopping experience.

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Usability Test

Six individuals who had never used the website before took part in a usability test. They were instructed to

add a bedroom to your cart.
find one of the top-selling items and put it in your cart.
choose one of our payment to installment your purchase.

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To determine what visitors enjoyed about the present website and where they had problems, the findings were examined in Miro and common themes were identified.

UX audit

During a UX audit, an auditor will use a variety of methods, tools and metrics to analyze where a product is going wrong (or right):

Review of business and user objectives
Conversion metrics
Customer care data
Sales data
Traffic/engagement
Compliance with UX standards
Usability heuristics
Mental modeling
Wireframing & Prototyping
UX Best Practices

The project resulted in a list of 23 prioritised recommendations based on the crucial insights gleaned through user journeys, usability testing, and UX reviews. This list provided the customer with tangible strategies to improve their website experience without requiring a total redesign, saving them time and money.

Project Outcome

Despite the fact that not all of the client's suggestions were followed, I still believe they were valuable and may have had a positive effect on the project. Although the outcomes (a negligible improvement in conversion rate) fell short of expectations, this experience serves as a reminder of the value of thorough implementation and the potential repercussions of skipping important recommendations.

Results

The alternative variation, introducing a cross-sell carousel in the cart, showed a 9% increase in ARPU, 4% increase in CR and 9% increase in AOV. The result had 95% statistical significance and 80% power. Users who experienced the alternative not only purchased more products per transaction, increasing AOV, but were also more likely to complete the purchase, positively impacting CR.

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