Interior Define – Category Page Redesign

FEB 2019・UX RESEARCH・PROTOTYPING & TESTING・UI DESIGN

Interior Define is an online furniture startup. After a hunch that we were losing customers on our category pages (ex: "Shop Sectionals"), I did some light research to validate the need for a redesign. Once validated, I wrote a research & testing plan which included:

1) Benchmarking the current page’s performance in terms of conversion rates, bounce/exit rates, filter use, and the Baymard Institute’s UX benchmarks for e-commerce, and 2) Conducting blind competitive usability tests where users scored ID’s shopping experience against two major competitors (summary available here).

I uncovered several issues with the old/current category pages. Among other things, people were overwhelmed by the amount of products shown, frustrated with broken filtering, and wanted larger photos to gauge the products’ quality and style. They misunderstood the available customization options and overlooked the “Locations” pages.

Working alongside our product manager and engineering teams, I used the Kano Model to rank the fixes/new features we’d need to design for the next two versions of the page.

After several rounds of wireframes and first click-testing, I led a mobile-first design process for our high-fidelity prototypes, documented all the states and interactions for the off-shore dev team, and wrote a testing plan that'll inform the final version for production.

Measuring Results 📈

Initial testing showed significant improvements in the time it took people to find an interesting piece, successful filtering/sorting, and in their awareness of the “Locations” pages. The team expects to launch the redesign in Spring 2019, after another round of usability testing. I expect that the redesign will help to lower bounce/exit rates and drive overall conversion:

“Sites with mediocre product list usability saw abandonment rates of 67-90%, whereas sites with just a slightly optimized toolset saw only 17-33% abandonments for users trying to find the exact same types of product. This translates into as much as a 4-fold increase in leads.” - Baymard Institute

Interior Define – Category Page Redesign

Measuring Results 📈

––––––

More links