Overview
Problem Statement

User engagement and conversion rates are dropping 🤕

What?

Skatehut was facing issues with 🚨 user engagement and conversion rates. To address the challenges of new customers struggling to navigate the site and find relevant content, we initiated a UX redesign project aimed at revamping the homepage and navigation, thereby improving the overall 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, 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
  • 2 × Client Stakeholders
Duration
  • 2 Weeks
Type
  • Client Pitch
Current Design
Revamped Design
GOALS

Simplified homepage and improved content hierarchy

On a high priority task, we redesigned the mobile header to enhance its intuitiveness and user-friendliness, making the search field more prominent. Additionally, we have improved the UX copy of the placeholder text to create a better "suggestion bias" effect.

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
Revamped UI Components
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.