Curacao Home Page redesign

Curacao Home Page redesign

Curacao Home Page redesign wireframe

Curacao Home Page redesign heat map

Opportunity:

Redesign a better user experience with fewer friction elements to help increase conversion rates.

The control page that we replaced used a scrolling banner carousel with 5 images that scrolled in and out that was distracting the user. Each image had a different headline and offer that was unreadable due to the font size and carousel speed. The rest of the page was very busy with too much color, unrelated product imagery and copy that resulted in a very poor user experience.

Actions / Responsibilities:

• Review site analytics and develop strategy with team members and present to client
• Research competitive landscape
• Decipher analytics—in this case we discovered that “Electronics” had the highest CTR followed closely by the “Search” function even though it was very hard to locate.
• Identify goals for improving the user experience
– Make “Search” function much more prominent so that a user can quickly find what they’re searching for
– Reduce visual noise by simplifying color and balancing elements
– Improve the user interface by incorporating flexible navigation options
– Introduce a mega menu navigation system for level 1 products as well as an iconographic, ‘visual’ product menu

Results:

• The User Experience was improved by implementing a search-focused home page and improving the user interface. Results from the A/B test showed a 25% lift in conversion rates, forecasting $300k increase in annual revenue.

 

Curacao Home Page Redesign

  • Art Direction

The User Experience was improved by implementing a search-focused home page and improving the user interface. Results from the A/B test showed a 25% lift in conversion rates, forecasting $300k increase in annual revenue.






FUNCTION: Art Direction + Design
DISCIPLINE: Strategy + User Experience
INDUSTRY: eCommerce