Approach

• The client did not have a vision of what could be improved on their website regarding experience and conversion. Their decisions were based only on some goals that the business team needed to achieve, but there were still doubts about which strategy to adopt in this process and what would be the first steps.

• I developed a diagnostic report pointing out where the main improvement opportunities were throughout the website journey. The report can also be read taking into account the basic sales funnel within an e-commerce, so the client has all the points that need to be improved and also has the freedom to choose where to start, according to the priority of their goals.
   

The optimization opportunities were identified based on data from the channel, usability best practices, and learnings we have gained about e-commerce behavior over time. The areas where we can optimize were identified, and in some cases, suggestions were made for the solutions.

Crucial Insights

In conclusion, our study has revealed numerous improvement opportunities for this e-commerce, with the most prominent ones related to information architecture, general usability, and misplaced buttons. Almost all steps of the e-commerce were found to have room for improvement, which will be addressed in the new project for the upcoming website update. We are confident that by implementing the necessary changes, this e-commerce will enhance its user experience and drive higher conversion rates.

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Once the report was finalized, the product team (UX designers and developers) began designing and building new solutions based on the issues raised.