Generative Research: There was a suspected user gap between the retail locations and online experience. Based off the difference in revenue project managers wondered why their customers didn't convert online. In order to make the site a cohesive omnichannel experience we initially conducted moderated task-based surveys. We then implemented unmoderated surveys on site and via email along with analyzing heat maps to deepen our understanding of the users in order to find opportunities for
solutions and innovation.
Task: Redesign to improve conversion rate optimization and shorten the user gap.
‍My role: End to end Lead UX
‍Use-case: An Ambiance client goes to purchase an item online. They are familiar with the brand from shopping at the brick and mortar locations and want to check out their online inventory and promotions.
‍Challenges: There is a user gap between site management and clients. Because the site has been viewed through the lens of the marketing team and not the user for many years, we need to take a close look into how users are truly interacting with the product to find pain points.

Initial Research

First I found how far down users were scrolling down the landing page to discover where we might be losing customer interest.

Scroll Heat Map

Click Heat Map

Next we conducted a click heat map to see what features are being used on the site the most. We found the search bar was by far the most clicked element on the landing page. This made it a top priority to optimize. This discovery led to us investing in a top search engine Shopify app to help customers navigate the site seamlessly within the search bar.

Surveys

Moderated Survey

First I conducted moderated in person interviews using lookback.com to screen-record and time each task. I felt if was important to understand how the user navigated through our site. Through these initial surveys we found users struggled with the navigation. We also found users missed features they were accustomed to from competitors site like prices under products, wishlists, & quick access to add to cart faster.

Unmoderated Survey

We included two unmoderated surveys on the Ambiance site that targeted users that landed on the home page to see what content they would want to see on our site. site and what could encourage them to purchase. I included a second survey to target users exiting the site to see why they were leaving and if they experienced any frictions.

Competitive Analysis

The initial step in my research was to understand successful patterns in current products.I analyzed each competitor site on its information architecture/mega navigation drop downs, cross selling & up-selling widgets, homepage, features, ect.I did competitive studies and analyzed direct competitors like Asos, Black Water, Shop Bop & non-competitors like Nike, Target, & Amazon.

Implemented new features

Features added to product pages:
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Better search information architecture: Since our heat map indicated users clicked in the search bar more than any where else on the page and our moderated user survey showed us the information architecture within the navigation suggestions weren't user friendly this was the first feature we adjusted. I implemented a search bar recommendations that accounted for spelling errors, included pictures, and gave recommendations starting at the first imputed letter.
Wishlist: This was a suggestion form users in our moderated user survey and seen in our competitor analysis. However once implemented on the site users did not engage with the wishlist. I suspected it could have been from dated UI and intended run a user survey on this widget in the future.
Sticky navigation bar replaces hamburger menu: The sticky navigation bar addressed user friction from scrolling down long collections without having to scroll to the top to move to the next category.
Feedback button: The HotJar feedback button was an opportunity for users to give us real time feedback and keep us in tune with out user's needs.

Features added to landing page:
‍
Quick access: This was a suggestion form users in our moderated user
survey and seen in our competitor analysis.
Prices visible under products: This was a suggestion form users in our moderated
user survey and seen in our competitor analysis.

Impact

We increased monthly revenue by empathizing with the user experience on our website. After undergoing user research with heat maps, moderated survey and unmoderated surveys we were able to lessen the user gap and implement needed features that addressed user friction points.