Ecommerce conversion
Improve conversion rate
In the beginning of 2020 I was tasked with improving the online conversion rate of joining HMR's auto-delivery program. The goal was to increase the 2019 conversion rate from 1.7% to 3%. To accomplish this I needed to evaluate the end-to-end joining mission. I was the UX and the UI designer for this project.
![](images/linda/OldJoiningMission2x_1140x506.png)
Design thinking process
This project would start by identifying friction on learning pages, kit configuration, and checkout process. A substantial UI redesign was required to address friction and streamline the end-to-end process.
Research all user stories to understand and prioritize needs
Use research to observe user needs and identify problems
Brainstorm solutions, find opportunities for innovation
Build realistic, tactile prototype of one or more solutions to test
Conduct testing with users and iterate based on feedback
Refine final solution and put forward any UI finishes
![](images/linda/UsersData_662x822.png)
Research
Learning flow
Takeaways- CTA labeling caused some confusion thus creating anxiety to the undecided explorer.
- Missing opportunites above the fold with offers and critical messaging.
- Users wanted more information on topics they felt critical to join.
- Some key messaging that resonated with users was hidden too far in the learning path.
![](images/linda/LearningPageO_662x768.png)
![](images/linda/BuildKitPageO_662x900.png)
Build kit flow
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Takeaways
- Users were observed experiencing some confusion when getting started with building their kit. The flow from CTA to kit needed more clarity and information at that moment.
- The mobile experience was most problematic and should be addressed with redesign.
- There was confusion and frustration with choosing foods, most notably when filling their kit with variety. The new experience needed to keep this function but allow the user to easily edit those variety choices.
- Users found they didn't have enough information when presented with coaching at the end of checkout. I decided to make this the last step in the "build a kit" process which would allow for browsable content while keeping the user in the kit flow.
Checkout flow
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Takeaways
- 12 character password requirement caused much frustration with users, some stating they would have aborted checkout.
- Users were expecting address autocomplete.
- Multiple screens for small tasks caused anxiety for some users.
- Creating an account distrupted the joining mission, making the process tedious.
![](images/linda/CheckoutO_662x900.png)
Streamlined joining mission
This new flow was implemented after some iterative UI changes from talk out loud studies. The goal was to increase conversion from 1.7% to 3%.
![](images/linda/HiFi_JoiningMission_1919x1080.png)