Overview
Problem Statement

It looks like fewer customers are engaging with our content and making purchases. 🤕

What?

We tackled the low 🚨 user engagement and conversion rates issue at Outsiders Store! To help new customers find relevant content and easily navigate the site, we took on a UX redesign project. Our aim? To revamp the homepage and navigation and provide a better user experience.

How?

Based on our 🤔 research, we developed a revamped homepage and navigation design that addressed the identified issues. The key principles we followed were simplicity, clarity, and user-centricity. We focused on the following design changes – simplified homepage, clear and intuitive navigation and improved content hierarchy.

Why?

With this approach, we hope to enhance the site’s usability, reduced user frustration, and increased engagement and conversion rates. We will continue to iterate and optimize the design based on user feedback to further improve the site’s performance and user satisfaction.

My role

I’ve helped within the Product team on the entire design thinking process, secondary research, user testing (as an assistant) and revamp of the overall experience.

The team
  • 1 × Head of UX
  • 1 × UI/UX Designer (I’m here) 👋
  • 1 x E-Commerce Solution Specialist
  • 1 x Project Manager
Duration
  • 2 Weeks
Type
  • Client Pitch
Current Design
Revamped Design
GOALS

Simplified homepage and improved content hierarchy

The goal is to enhance user engagement, conversion rates, and stay ahead of the competition. The study begins with in-depth research on industry best practices and competitor analysis to identify areas of improvement. The team then prioritizes the most important content blocks to optimize and redesigns them with a focus on clear visual hierarchy, compelling imagery, and concise copy.

20%

Decreased bounce rate goal

15%

Conversion rate increased goal

BIASES & DESIGN PRINCIPLES

Let’s crush those 🤓 sneaky brain tricks and make some ☺️ dope designs using:

  • Suggestion Bias
  • Anchoring Bias
  • User Benefits
  • Cashless Effect
  • Clear Headlines
  • Von Restorff Effect
  • Chunking
  • Miller’s Law
  • Scarcity Bias
  • Offer Alternatives
  • Labor Illusion
  • Social Proof
  • Authority Bias
  • Help and Documentation
UI Components
Mobile Prototype
UX Insight

Users are more tolerant of minor usability issues when they find an interface visually appealing.

The Aesthetic-Usability Effect

Source: Nielsen Norman Group

Takeaways

So, 🤔 what did we learn?

  • Our goal 🤞 is that simplifing and user-centric design enhanced the site’s usability will reduced user frustration, and increased engagement and conversion rates. We will continue to iterate and optimise the design based on user feedback and user psychology to further improve the site’s performance and user satisfaction.

  • Next steps would involve iterating on the a AB test, taking into consideration any tech constraints, site performance vs content and refining findings👌 and make it production-ready.