Deliverables
Analytics review Cognitive walkthrough Content Strategy Best Practice Recommendations Wireframes Flows
Lessons Learned
Mobile first Power of data for storytelling Combine wires + flows
Background
Visitors were landing on the Therapy Notebooks website but converting at a low rate. The goal for this project was to uncover opportunities for improvement to the site experience, and provide design recommendations to ultimately increase conversions.
The Work
With limited time and budget for deeper discovery research, I first reviewed Google Analytics to understand traffic sources and behaviors, noting some of the most common traffic sources, devices, flows and potential friction areas within the flows. I then performed a cognitive walkthrough exercise by following the most common user journey, documenting a prospective customer’s thoughts and experiences throughout the process. By stepping into a user’s shoes, I was able to identify several possible UX concerns, particularly with the product page experience and path to checkout.
Example of findings:
Summary of recommendations:
Improve product content to be more clear and understandable by improving the visibility of notebook content in default images, while still allowing zoom into the notebooks to allow for a closer look.
Scatter testimonials as social proof that others are buying and loving this product.
Add information about the background and expertise of the notebook authors/creators.
Improve the clarity and affordances for the user's purchase path to decrease dropoff from PDP to Checkout.
These updates and recommendations became part of a larger redesign effort for the client in 2022.
