"Revolutionize Sales: Strategies to Boost Conversion Rates on Bicycle E-Commerce Platform!"
Overview
The SpeedBikes project aims to revolutionize the online bicycle shopping experience, setting a new standard for convenience, efficiency, and customer satisfaction. Our platform is designed to streamline the entire shopping process, from browsing to checkout, ensuring that every interaction with our website is intuitive and hassle-free.
Info
Role
UX/UI Designer
Duration
3 Months
Tools
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The Problem
Our data analysis reveals two critical challenges in our current mobile-web experience:
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High Abandonment Rate During Browsing: Approximately 50% of users browse an average of 7 item pages but abandon the site without adding any items to their cart. This indicates a significant disconnect between user engagement and conversion.
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Cart Abandonment at Registration Page: Further analysis shows that 70% of users who place items in their cart do not complete the purchase. The primary point of abandonment occurs at the registration page, suggesting friction in the checkout process.
The Solution
Introducing our new bike comparison feature, enabling users to make informed decisions swiftly. Seamlessly navigate through the guest checkout process for a hassle-free experience.
Introducing Bike Comparison Feature:
Now, you can effortlessly compare bikes side by side with our innovative bike comparison feature. Make informed decisions by evaluating key specifications, features, and pricing all in one convenient place.
Guest Checkout Convenience:
No more hassle with account creation! Our guest checkout option ensures a seamless and efficient purchasing process. Save time and reduce site abandonment by providing users with a trustworthy and convenient way to complete their transactions hassle-free.
The Approach
Project Plan:
To ensure organization and efficient progress tracking within our 90-hour time constraint, I've devised a comprehensive project plan. Here's a brief overview:
Competitive Analysis
To ensure a seamless user experience, I prioritized thorough research of our competitors and engaged in direct feedback collection from the target audience through surveys.
In examining the strategies employed by industry leaders such as Amazon, Target, and Trek Bikes, several key insights emerged, providing valuable guidance for addressing similar business challenges. Here are the key findings:
1. Implementing Guest Checkout
Offering a "guest checkout" option is an excellent strategy to save users time and streamline the checkout process, especially by avoiding lengthy account creation forms. Here's how it benefits our platform:
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Time Saving
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Convenience
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Reduced Abandonment
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Trust and Transparency
2. Enhanced Comparison Feature:
Offering comprehensive comparisons for all features eliminates the need to toggle between tabs, enhancing user convenience. Simplify decision-making by providing all necessary information in one place, improving user experience and increasing engagement.
3. Maximizing Shopping Experience:
Enhance user convenience with a simple and convenient "continue shopping" feature. Keep users engaged and streamline their journey by allowing seamless transitions between product browsing and shopping cart interaction.
User Survey
Objective:
To identify user concerns and needs in order to enhance the conversion rate from browsing to successful checkout completion.
3 Main Research Questions:
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What are the contributing factors to abandoning a site when making purchases online?
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​What relative features do users look at to decide which bike to buy?​
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What would make users feel comfortable and secure about submitting their personal information such as emails?​
Participants Demographics
Age
35-64
18-34
55.6%
44.4%
Gender
Women
Men
55.5%
44.5%
Key Insights from User Survey:
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Purchase Preference:
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66.7% of respondents prefer to buy a bike in-store, indicating a preference for hands-on experience and immediate gratification.
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Online Research Behavior:
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44.4% of respondents conduct online research before making a bike purchase, suggesting that online platforms play a significant role in the decision-making process.
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Factors Influencing Purchase Decision:
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Price, ratings & reviews, product specifications, and brands are the most important considerations for users when purchasing a bike online.
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User Frustrations:
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A long checkout process and the absence of real-time customer service are major pain points for users, leading to frustration during the online bike purchasing journey.
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Quantative Data
Persona
Through thorough analysis and research, I created a user persona that accurately represents our intended audience, providing us with a clear understanding of their pain points and objectives.
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Information Architecture
In order to streamline the user experience and facilitate the development of our platform, I've outlined the essential pathways for browsing, comparing, and purchasing bicycles. This information architecture will serve as a blueprint for organizing content and designing key screens for prototyping.
The key aspects to ensure a delightful experience for this feature primarily focus on:
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Browsing and Comparison:
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Providing the ability to browse and compare bikes side-by-side, allowing users to easily evaluate different options.
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Guest Checkout:
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Simplifying the shopping process with a guest checkout option designed to increase conversions.
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Wireflows
In essence, I've created wireflows that align with our information architecture, covering three vital user pathways: browsing, comparing, and guest checkout. These wireflows are geared towards enhancing the overall shopping experience by making browsing and purchasing smoother, empowering users to make informed decisions through comparison, and simplifying the checkout process with the guest checkout option.
Usability Testing Round 1
Based on the conducted moderate usability testing sessions with 5 participants, the results indicate a generally positive user experience. Here's a summary of the findings for each task:
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Task 1 (Browsing and Research):
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5/5 users were able to select a bike, check the specs, and add it for comparison, demonstrating ease of navigation and information accessibility.
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Task 2 (Comparison):
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4/5 users were able to compare the two bikes side-by-side, indicating a mostly successful comparison feature, although there may be some room for improvement in clarity or functionality.
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Task 3 (Adding to Cart):
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4/5 users were able to add the selected bike to the cart, suggesting a straightforward cart management process.
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Task 4 (Guest Checkout):
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5/5 users were able to successfully complete the guest checkout process and place an order, highlighting the effectiveness of the guest checkout option in simplifying the purchase journey.
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Conclusion: Overall, the usability testing results indicate a high level of success in completing key tasks on our platform. While most participants were able to compare bikes and complete the checkout process smoothly, there may be some areas for improvement in the comparison feature to ensure all users can easily make informed decisions. Additionally, the high success rate in guest checkout suggests that this option effectively streamlines the purchasing process, aligning with user preferences for a hassle-free experience.
Style GUide
Name of the Co. & Logo
Fonts: Poppins
Heading 1: 22px
Heading 2: 20px
Heading 3: 18px
Body: 14px
Color Palette
Imagery
High Fidelity Mockups
Attention to Detail and Feature Enhancement:
Throughout the design process, I meticulously refined the wireframes and mockups, ensuring that every element was optimized to deliver a user-friendly experience unparalleled in its attention to detail.
Drawing from the gathered data and interview findings, a key insight emerged: the need for a simple and convenient "continue shopping" feature to enhance the overall shopping experience. This feature will seamlessly guide users back to browsing after adding items to their cart, reducing friction and improving engagement.
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To validate the effectiveness of this feature, it will be incorporated into the high-fidelity usability testing phase.
Usability Testing Round 2
Using insights from low-fidelity usability testing, I refined high-fidelity mockups to ensure a seamless shopping journey. Through moderated testing with 5 users, I fine-tuned the guest checkout process to guarantee a hassle-free experience.
The Goals of high fidelity mockups user testing:
1. Assess the ease with which users can accomplish a given task.
2. Identify any usability issues within critical user pathways.
3. Gather initial impressions and feedback on screen designs.
Key Findings & Iteration:
Finding # 1:
The page heading displayed on an image failed to meet accessibility standards, making it difficult to read.
Solution:
I enhanced the legibility of the headline to meet accessibility standards by adding a semi-transparent layer underneath.
Before
After
Finding # 2:
According to WCAG guidelines, the red color used on the progress bar may be perceived as alarming.
Solution:
I changed the color from red to blue to ensure compliance with WCAG's accessibility standards.
Before
After
Conclusion:
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Great news! With our recent improvements, approximately 75% of users now browse an average of 10 item pages and add items to their cart without abandoning the site.
Regarding cart abandonment at the registration page, our analysis reveals a significant improvement. With the introduction of our new guest checkout feature, 82% of users who place items in their cart now complete the purchase. This indicates a substantial increase in conversion rates and highlights the effectiveness of our efforts to streamline the checkout process.
Prototype
Calling all avid cyclists! Be the first to try out our latest features on SpeedBikes and elevate your ride to the next level.
Next Steps & Reflection
Next Steps:
If given more time, I would further iterate on the design and implement additional features to enhance the user experience, including:
1. Order Online, Pickup In-Store: Allow users to conveniently place orders online and pick them up at their nearest store location, offering added flexibility and convenience.
2. Bike Rental or Reserve a Bike Feature: Introduce a bike rental or reservation system, enabling users to easily rent bikes for short-term use or reserve specific models for future purchase consideration.
3. Chatbot Assistance: Implement a chatbot feature to provide instant assistance and support to users, addressing queries, providing recommendations, and guiding them through the shopping process seamlessly.
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These additional features would further enrich the SpeedBikes platform, catering to a wider range of user needs and enhancing overall satisfaction and engagement.
Reflection:
Despite lacking access to the company's internal resources, I relied on unconventional methods to craft a UX design that deeply connected with our target audience. Through user surveys and empathetic understanding of their pain points, I developed a design solution that addressed their needs effectively. Despite the time constraints, I'm proud of the innovative solutions I devised, which resonated with our users and met their expectations.