Based in London and California, PERMANENT COLLECTION, an e-commerce site featuring handcrafted, high-end items, was experiencing challenges with the conversion of online sales. The owners approached me to produce a high-level UX Recommendation Report for their site.
Utilizing Google Analytics, I leveraged their data to understand how their users were navigating their site, as well as deep dive into who their user was, where they were located, what devices they were accessing the site on, etc. By drilling down and really identifying the user, a narrative began to make itself apparent in terms of what challenges the user was facing in their journey to buy a product from the company.
On the desktop view, the main obstacle appeared to be that it was unclear to the user how to enter into their shopping experience. The primary navigation was in light gray blending into the white background and the user was presented with a single image and no prompts to click or interact with the image at all.
As the result of the recommendations, the website was restructured to include more actionable items to the homepage, allowing the user to have a myriad of ways to start on their purchase path.
The mobile experience was were the majority of the heavy lifting was required, as they had yet to leverage the benefits of responsive design, as well as possessing a complicated buy process. My approach to this was to outline within the report various studies on the importance of mobile experience within e-commerce and outlining how many users shop on their mobile devices. Once I was able to make this arguement, I think outlined various points within the mobile exprience that needed to be revised. (see sample pages from the report below.