Overview:
Jewelry retailers today must balance the needs of both B2B and B2B2C customers online. In a two-month contract as a UX Designer for a leading NYC jewelry brand, I conducted a heuristic evaluation and web analytics review to uncover key usability issues.
By addressing over 20 design flaws, we achieved a 27% improvement in website performance and a 48% reduction in bounce rate. I also introduced design thinking workshops, embedding user-centered practices into agile workflows and speeding up project delivery.
Process
Heuristic Evaluation
Screenshot of documentation of the Heuristic Evaluation
Evaluation Process:
Analysis and Summary of Findings:
Screenshot of a slide from findings & recommendations presentation given to the stakeholders
Critical Usability Issues (Severity 3)
Excessive filter options on category pages caused information overload and slowed decision-making.
Product recommendation modules created loading delays over 5 seconds, reducing engagement.
Filter application redirected users unexpectedly, breaking navigation flow.
Efficiency and Flexibility Concerns: Several issues, such as redundant clicks, unnecessary steps, and lack of user control, violated principles of flexibility and efficiency of use. While not as severe as critical issues, they still impacted usability and received severity scores of 2.
Aesthetic and Design Challenges: Violations of aesthetic and minimalist design principles, including cluttered interfaces and unrecognizable icons, were identified as areas for improvement. These issues, while not critical, received severity scores based on their impact on user experience.
Consistency and Standards: Inconsistencies in interface elements and layout were noted, violating principles of consistency and standards. While not as severe as critical issues, they still contributed to user confusion and received corresponding severity scores.
Impact & Results
Before and After view of product tile after identifying "Recognition over recall" issues faced by potential buyers due to missing context and information overload
Impact & Results
The findings from the heuristic evaluation & web analytics not only shed light on the website's usability issues but also led to a shift towards a more customer and user-centric perspective among stakeholders. Increased awareness of user experience prevailed throughout the organization, empowering non-UX professionals to grasp how even the simplest usability problems could jeopardize potential sales.
By diligently addressing over 20 identified design deficiencies, the revitalized online store experienced a remarkable 27% surge in website performance. This tangible improvement was complemented by strategic redesign efforts that resulted in a notable 48% reduction in bounce rate, fostering a smoother clicks-to-checkout journey and amplifying overall user engagement.
Beyond these quantifiable metrics, the integration of design thinking principles into Agile processes yielded a significant enhancement in project delivery speed, as customer and user centric discussions and decision making made it easier to come to conclusions whenever there was confusion.
Challenges
