Note: All Icons, Images, Illustrations are from client graphics design team.
Research
User Interview
Conducted in-depth interviews with a diverse Andersons' users to gather qualitative insights to find their shopping habits, exploring mental modal.
Usability Testing
Conducted usability testing sessions to observe firsthand how users interacted with the current application to identify areas of pain points.
Competitor Analysis
Analysed competing e-commerce platforms to identify best practices and areas for other competotors.
User Interview
Background Information
Can you tell us a bit about yourself and your role?
How often do you interact with product?
What are your main objectives when using product?
Overall Satisfaction
On a scale of 1 to 10, how satisfied are you with product, and why?
What aspects of [product/service] do you feel are particularly strong or weak?
How do you envision your interaction with product evolving over time?
Usage Patterns
How frequently do you use product?
What specific tasks or activities do you typically perform with product?
Are there any specific times or situations when you tend to use product more often?
Future Expectations
What features or functionalities would you like to see added to product in the future?
How do you envision your interaction with product evolving over time?
Preferences and Needs
What factors influence your decision to use product over alternatives?
How do you prefer to access product (e.g., desktop, mobile, app)?
What improvements or additions would you like to see in product?
Pain Points and Challenges
Can you describe any issues or challenges you encounter when using product?
Have you ever experienced any difficulties navigating product or finding what you need?
Are there any aspects of product that you find confusing or unclear?
Product Experience
What aspects of product do you find challenging or frustrating?
Can you walk us through a recent experience you had with product?
Are there any features or functionalities of product that you find particularly useful or lacking?
Final Thoughts
Is there anything else you'd like to share about your experience with product?
Do you have any final thoughts or comments regarding product?
How can we better serve your needs and improve your experience with product?
Feedback and Suggestions
If you could change one thing about product, what would it be?
Do you have any suggestions for improving the overall user experience of -product?
How likely are you to recommend product to others, and why?
Questions
1:1 virtual user Interview with 5 selected participent
These questions covering a range of topics and can provide valuable insights into user experiences, current behaviour, preferences, and expectations.
Key Findings in User Interview:
- Users know exactly what want to order (high intent, low cognitive load).
- Users are looking for related options and aren’t sure what they next purchase would be (low intent, high cognitive load)
Usability Testing
Goal: To assess the usability and effectiveness of Andersons' app in facilitating product discovery and navigation for users in a remote testing environment.
Method: Remote Usability Testing
Task 1: Explore Product Categories:
Objective: Evaluate the ease of navigating through product categories.
Instructions: Participants are required to explore the app's product categories to find garden tools suitable for beginners. They should attempt to locate tools such as shovels, trowels, or watering cans within the app.
Task 2: Find Specific Product:
Objective: Assess the effectiveness of the search functionality.
Instructions: Participants will use the search feature to find a specific product, such as "rose seeds." They should attempt to locate the desired product and evaluate the accuracy and relevance of the search results.
Key Findings in Usability Testing:
A user is prone to drop off when their first interaction is not familiar, or if they don’t understand the navigational scheme of the app. Because the home page layout, category demarcation and navigation become critical.
Competitor Analysis
Goal: The following competitor analysis focuses on app exploration, navigation, and product discovery features within the garden e-commerce industry. By examining the strengths and weaknesses of competitors in these areas, Andersons can identify opportunities to enhance its own app experience.
Compared areas
Key Findings in Competitors
User Pain Points
Discovered user Pain points
through study
Increased Cognitive Load: Categories are not easily visible or identifiable, users must invest more time and effort to determine their next steps. This added cognitive load can discourage exploration, as users may feel overwhelmed by the absence of clear guidance.
When category highlights are unclear, users may find it difficult to grasp what content or products are offered on the platform. This can lead to frustration, prompting them to leave the site instead of continuing to explore.
⏳Duration
5 weeks (2 Sprints)
📱Status
App live in USA & Canada
🙋My Role & Team
Problem
Andersons identified that 18% of first-time visitors were leaving the platform without exploring beyond the homepage.
I needed to convert these users into explorative users and, subsequently, transacting users.
High level goal
The primary goal is to provide users with a frictionless journey that allows them to discover products, explore related options, and ultimately make informed purchases.
Old Experience
Design Process
Whenever user lands on the homepage, where all the eyeballs go straight to our brand new EXPLICIT INTENT CAPTURE WIDGET.
Should the user choose any of the catalogues they are guided to a curated listing of that particular catalogue.
Solution: I devised approaches to capture the user’s intent using Widget and helped them reach their desired product catelogue.
Following multiple brainstorming sessions, we converged upon a guided discovery construct. Here, once the user expresses the intent, we shall open a focused category page with the ability to switch among categories through tabs.
Make navigating product categories easy with predefined, clearly visible options and an intuitive tap bar. This setup lets users quickly switch between categories with a single tap, creating a smooth and hassle-free browsing experience. It simplifies exploration and helps users find what they need without any confusion or extra effort.
Main Category
Sub Category
KPI Metrics
Homepage Drop-off Rate:
KPI Definition: Percentage of first-time users who leave the homepage without exploring further.
Measurement Method: Analyze user session data to track the proportion of users exiting the homepage without engaging with other sections of the platform.
Target: Decrease the homepage drop-off rate by X% within a specified timeframe.
Adoption Rate of Explicit Intent Widget:
KPI Definition: Percentage of users who interact with the Explicit Intent Capture Widget on the homepage.
Measurement Method: Monitor user interactions with the widget through event tracking or analytics tools.
Target: Achieve an adoption rate of at least X%, indicating successful engagement with the widget among new users.
More....
Impact
+30%
Exploration rate increased
15%
First time orders
Future Scope
Continuously monitor user feedback and behavior to refine the browsing experience further, considering seasonal trends and gardening preferences.
Explore additional personalization techniques, such as region-specific recommendations or gardening project inspiration, to cater to diverse user needs.
Conduct A/B testing to validate design changes and optimize conversion pathways continuously, ensuring ongoing improvement and innovation.
How I Reduced Drop-off in Home Page & Improving First time user exploration in app
Solutions
Potential solution
to increase app exploration
