Signed in as:
filler@godaddy.com
What happened
Category Page
Starting with the Category page (i.e. Laptops), there were several assumed issues. Like in P13N, I started with stakeholder interviews to find their assumptions, and reviewed previous user interviews to find more known issues.
We knew the page was huge, but were they seeing it through a smaller view (i.e. what screen-size/resolution)? That smaller view could looks like just the large tabs at the top, and they get stuck, clicking into a family without context, then bailing.
Could "tiny titles" confuse customers - What is a 3000 Series? Why is there both a 13" and a New 13", what is the difference and why would you click on either?
User Interviews/Competitor Analysis
I led a new, co-located balanced team through user interviews and competitor analysis, finding what customers liked (i.e. B&H's category page) while also their problems with Dell.
We collected observations in Trello, where I could tag data and could find re-occurring themes.
For instance the page had just a few images for each product family, and on the laptop page that was basically similar rectangles of laptop screens. What could visually tell them these were for home, business, or Gaming?
Sketching Sessions
I gathered the team to sketch concepts according to our synthesized data, prioritizing concepts by using business needs (i.e. understanding the family of computers), user pain points, and technical complexity. We sketched solutions we could then vote on to move on to design and testing.
As a customer, I need clarification on Dell brands
- Remember I like the B&H layout
- I generally know what 2-in1s are and think they should be part of laptops
Testing Iterations
I then iterated on designs that I could test on usertesting.com, getting immediate feedback that would inform the next round.
We were discovering that while customers said they favored specific filters we could pull out and highlight (i.e.shop by brand or screen size), what really drew them were the separate family cards with lifestyle imagery.
This really helped them differentiate the family lines, and understand what each was for.
What worked
Later rounds we emphasized heavily on that lifestyle imagery, and in the final user tests, they reportedly loved it.
But once we A/B tested it by culling out servers to measure the variations, the difference wasn't quite where we wanted it. The image and color heavy versions increased conversion by 8% over current, but when we added the product line back into the cards, that increased to 12%. Once filters were returned to the left hand side, we had found the winner, and made sure it was responsive.