User Interviews
Persona & User journey Map
In our research, we found that attempting to keep users in the app longer doesn't translate to higher conversions when it's caused by a confusing information structure.
Linda Lawson, 39, Young mother
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Lo-Fi Wireframe
1. Homepage employs horizontal scrolling tabs for category navigation along with containers to organize information, creating a clearer interface.
2. A hamburger menu with integrated filters, allowing users to switch between categories on the same page. The filters enable browsing products across multiple categories simultaneously, which is essential for users purchasing a variety of apparel.
3. Allowing users to share and view product images within reviews.
Hi-Fi Prototype & Usability Testing
We invited 36 users, including 10 new and 26 returning users, to participate in this round of testing, focusing on the entire journey from app entry to payment completion. Using the Lookback platform, we conducted remote usability sessions and captured user interactions and feedback. Each participant experienced both the original and the improved version. On average, the updated version reduced payment time by 4.6 minutes, significantly enhancing conversion efficiency and user satisfaction.
KJ Analysis
While the floating cart button was designed to support faster decision-making through easy product comparison, its actual impact on user behavior is still inconclusive.
We plan to roll out the validated design improvements to a larger user base and conduct large-scale A/B testing to quantitatively measure the impact on conversion rates.
