The goal is to improve User Experience in e-commerce. Increasing the sales conversion rate. Conducted in-depth research and collected survey data from user interviews. Creation of: travel maps, empathy maps, User flows, Persons, information architecture, and usability testing.
Duration: 2 week
My Role: UX Research (e-commerce)
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Young male, non-professional athlete (male, 24 years old, amateur)
Goals: trying on shoes and buying for outdoor activities.
Pain points:
Lack of information on technology and quality of materials.
Slow page loading speed.
hi, I am Edward
“I look not only at the price, but also the rating in stars with the number of reviews... if it has a high star rating but few reviews, that's not good, especially if I've never seen these shoes before."
Needs: the composition of sneakers is important to me, especially I always buy from natural leather and this is the main factor for which I choose shoes.
Pain points: I often have to spend more time and make sure that the shoes are made of genuine leather, and also I often worry that I will not make a mistake in size, it is important to calculate this as easily as possible and do it.
Hi, I am Andrey
Hello, I am Elena
Active athlete (female, 28 years old, professional runner)
Goals: quick purchase, needs high quality sports shoes for training and competition.
Pain points:
Problems with search filters make it difficult to find a model suitable for your sport.
Inconvenient ways of choosing sizes and lack of information about the condition of shoes.
Elderly (male, 60 years old, difficulty moving)
Goals: buy comfortable and supportive shoes for everyday use.
Pain points:
Small fonts and complex navigation elements.
There are no reviews on the effect of shoes on foot health.
I am Ms.Smitt
USER PERSONS FOR E-COMM NEW BALANCE
Mother buying shoes for Children (woman, 35 years old, two children)
Goals: convenience in choosing and buying shoes for children, focus on safety and quality.
Pain points:
There is no clear information about suitable models for children and it is difficult to find the right shoe size.
There are no tools to filter by age or height of the child.
Hey, I am Monika
Age: 32 years
Education: Higher Education (Finance);
Job: Financial Analyst, remote work;
Knowledge of technology: intermediate level-probably uses online stores and compares products online, but sometimes encounters problems on the site;
Marital status: Married, no children;
Needs: you need to quickly and accurately compare different products to choose the best option based on features and price;
Motivations: Anna wants to get the maximum value for her money by comparing products from different perspectives (Price, specifications, reviews) and be sure of her choice. It also values convenience and functionality when shopping online, as well as the availability of information on one screen;
Pain points:
Product comparison issues: the product review site displays minimal or incomplete specifications, which makes it impossible to compare correctly without going to individual product pages.
Navigation difficulties: lack of a clear and visual product comparison function. All products are located next to each other, but without a single interface for instant comparison of their characteristics.
Inconvenient buying process: navigating between multiple pages or pop - ups to find complete information is inconvenient and time-wasting.
Purchase goals:
Effectiveness of choice: Anna wants to quickly get all the necessary data to make an informed decision about the product.
Product comparison: the main purpose is to compare different product models in terms of features, price and reviews without unnecessary steps. He wants to be able to see all the options on one screen to reduce the time to make decisions.
Convenience and comfort: reduce stress associated with missing or difficult to assimilate information on the site. He needs the purchase process to be as simple and quick as possible.
Greetings, I am Anna
Solutions
Results
Results: Conversion rate : an increase of 25%. Customer Experience (CX) : 30% improvement, higher satisfaction rates. Brand awareness : the indicators showed an increase in brand memorability. The ability to increase NPS by 20%. User engagement : the time spent on the site increased by 15%.
Future
Challenge ABC Electronics identified the following CX challenges: High cart abandonment rates. Lengthy checkout process. Lack of personalized product recommendations.
Optimized User Flow: Simplified checkout process, which improves usability.
The introduction of ratings and the possibility of visual comparisons of products.
This helps to increase the conversion rate by 25%.
Targeted personalization: A personalized recommendation system has been developed and implemented, adapted to the user's browsing and buying behavior. Increased user engagement and increased the average cost of an order by 20%.
Improved visual design: Updated user interface with a modern, intuitive layout that matches New Balance's corporate identity, which improves brand memorability and recognition.
Performance Optimization: Integrated analytics to track and refine key performance indicators (KPIs) such as click-through rates and user retention, resulting in measurable improvements in the customer experience.
User-centered design
An empathy map has been created to understand users' needs, concerns, and motivations, focusing on their interactions with augmented reality features and personalized shopping tools. I have also developed a detailed Customer Path Map (CJM) to identify problem areas and optimize the user experience.
Work with me.