Challenge: Easier add-to-cart experience
After analyzing the pages with the highest bounce rate, one insight was the users' preference to add products to the bag but continue browsing instead of being directed directly to the bag
MY ROLE
- Analysis of GA and Clarity data;
- Conducting team dynamics;
- Benchmark;
- Interface and prototypes;
- Handoffs and componenst.
- Conducting team dynamics;
- Benchmark;
- Interface and prototypes;
- Handoffs and componenst.
Design Process
I used the design thinking process to keep the users focused project and balance between business goals and development limitations.
Discovery
Through GA, we discovered that the page with the highest exit rate on mobile is the product detail page. Through Clarity, we noticed that on desktop, the Add to Cart button has more clicks than the Buy Now button, even though the latter is more prominent on the page
Benchmark
We study solutions already existing on the market to understand flow patterns and differences between mobile and desktop experiences.
Solution
The suggested interface for A/B testing was an addition to the shopping bag from the product list page. Each product has a shopping bag icon that when clicked adds the product to the customer's shopping bag, when necessary opening an intermediate modal asking for the desired size.
Test result
There was a tie in the A/B test for conversion, but the average number of adds per user of 5.21 demonstrated interest in the addition method. The decision was to leave the feature on the site to be re-evaluated with a larger data sample.
In November, the average number of adds rose to 5.56 per user.
In November, the average number of adds rose to 5.56 per user.
