The power of iteration
See how small, incremental changes in user focused design can make a huge impact when it comes to the over all experience of the interface.
What problem are we Solving For?
How can we create a more pointed user experience in which a user can find the product they are looking for using global navigation, rather than browsing through the store ?
First we conducted an initial site audit, to determine where we thought users may confront pain points. Turning the website inside and out.
A Pathway to Purchase
In order to convert curious visitors into happy customers, we must understand their journey. How they get from point A to point B, but more importantly what happens in between.
Quick user testing, gave us quick insight to how users were interacting with interface, especially when it came to shopping behavior.
Sometimes there is quite a bit of value not just in WHAT information is being presented, but HOW this information is being presented.
HOW are users shopping?
Customers seemed to be reaching the majority of their pain-points at the beginning of their sales funnel. User testing showed that users were entering their “shopping flow” one of three ways. Through the “shop” link within the global navigation, the “shop button”, or the “search function”. User interviews told us that users were overwhelmed by the current infrastructure of the navigation. Specifically, that they preferred to browse the shop through the global navigation, but unanimously agreed that there was entirely too much information presented at once. Thus distracting them from finding their product efficiently.
1. Global Navigation
2. Search Function
3. Shop Now
How can we improve?
Restructuring the Information Architecture
Currently the secondary level of the navigation displays four separate ways of shopping for products. We know that users have verbalized the fact that they are feeling overwhelmed by their options. In this case it’s not about WHAT information is being presented, but HOW it’s being presented.
Did we reach a suitable conclusion?
Our follow up usability testing showed that users were more satisfied with their new way of navigating globally. As seen above, we implemented a tertiary level navigation. Users cited, it was much easier to find the product(s) they were looking for, while also making a correlation with the way they browsed through the store organically.