CLIENT | Online Furnature Startup
The Challenge
An online furniture startup was experiencing a high cart drop rate - between 75-80%. Customers would fill up the cart and then not convert to a sale. I was tasked with interviewing customers and uncovering the cause of low conversion as well as proposing quick solutions. The holidays were fast approaching so the pressure and urgency were high.
Roles
Senior UX Designer
Interviewer
UI Designer
Project Admin
Outcomes
- Interviewed 15 customers in 6 days
- Identified 63 pain points
- Mapped out the entire user journey
- Uncovered 62 significant moments on the users journey
- Identidified 13 highly impactful moments that contained at least 7 firction points.
- Quickly prioritized findings and created strategy to raise conversion rate for holidays.
- Worked closely with developer to review code and create designs to find quick solutions to UI issues.
A Quick Test: Design Challenge Prior to Hiring
The company issued a design challenge before hiring me for the work: I had one day to read through interviews and mock up design solutions for the furniture shopping app. While the design brief was for 3D product visuals, the consumer insights gleaned from the interviews pointed to different frictions and solutions. I challenged the brief and presented solutions better aligned to what users were saying drove conversion. Some of these solutions were adopted even before my client engagement formally kicked-off.
User Journey
Once fully engaged, I dove rapidly into user research and interviews. Then, I mapped the user journey and visually pinned friction points to significant moments that had a significant impact on the users’ experience with the product or service. From here, I could prioritize pain points in a working triad: CEO + CTO + UX strategy lead (me).
User Personas and Profiles
I developed detailed, relatable, and research-based consumer personas. This allowed the founding team to stay focused and grounded on their target consumers as we worked through the user journey and friction points.