Improving CRO - B2C e-commerce
Using holistic Service Design principles and Lean UX process to optimize for online sales
💼 Type of project
Esotheric products - B2C
Madrid - 2020
🧰 Tools
Figma
Service Safari
👩💻 My Role
Product Designer
Context
Manufacturer and distributor of esoteric and religious products since 1997. Direct sales in physical store, in Sol.
More than 10 stores in Spain. In January 2020 they found themselves in need of increasing B2C sales but the online store does not generate significant conversions. The objective is to update it and allow it to replicate the physical store shopping experience.
Research
To start, in the Discovery stage I have managed a Service Safari to obtain a holistic view. I made visits to stores to appreciate the sales service in person, and to be able to obtain information about the customer’s process.
The customer enters the store and is guided through different sections and types of products. The products are on display and the guide is necessary to be able to choose. In-store sales allow for recommendations, bundles and upselling of products and extra services (Tarot readings, among others).
Also, directed User Research (interviews and polls) to create User Personas and User Journeys to empathize and create user-centered solutions.
Conducted Benchmarking to analyze competitors solutions.
Solution for users
We held a Problem Solving workshop with stakeholders and the design team.
The objective was to find solutions to be able to structure the digital product. Diversify as much as possible so that we could then keep the most relevant and interesting.
Among the most relevant questions:
How could we guide the user to find what they are looking for?
How could we simplify the processes?
How can we replicate the shopping experience?
First, I worked with the Information Architecture AS IS, to be able to reorganize it. We carried out ideation activities such as Card Sorting with the team from different areas, to be able to find the best way to distribute the information and visualize it in a simplified way.
Then, with the design team, we carried out workshops such as Crazy 8 to be able to think about the Home and each internal page of the website.
I made Wireframes in LoFi and validated the User Flows. Then, I transferred the Wireframe to Figma.
The objective of the Home was to focus on usability, simplicity and minimal scrolling.
Deploy
We conducted remote user testing. Based on this testing, we decided to prioritize the development of some functionalities over other non-urgent ones, such as the card search engine.
In March 2020, with the pandemic and confinement, the launch of the website was a priority. This allowed us to generate real user traffic and continue testing the ecommerce for future iterations.
Future steps
We worked as a team in Continuous Delivery to ensure CRO in product page, leading to increased conversions and purchases.
