For this project, there was no time specifically allocated to discovery or in-depth research, which had to be ongoing as the rest of the project proceeded.
Wireframes (on Sketch & Axure) came first. They were put together based on the client’s existing personas as well as their need to know which navigation, homepage layout, and checkout flow should be implemented. I padded all the information with my experience in UX and previous test results on other projects along with research into best practices.
Instead of a simple AB test, we worked on a multi-variant test, which yielded very interesting results in a short time span.
After delving into the brand’s analytics, collating usability testing results, and confirming findings with the personas, I created 2 experience maps to explain to the client where there were opportunities for better experiences on their website.
As the maps were based on both data (quantitative) and opinions (qualitative), the client was very keen to go ahead with the recommendations surfaced.
One of the recommendations of the Experience maps was to improve hand holding on the website, as quite a lot of users weren’t sure which products would suit them best.
After doing a competitive analysis of what other brands were doing for guided selling, I proposed 3 solutions to the client that could be implemented with more or less difficulty, backend work and upfront data input.