Desktop Experience Redesign
This project aims to improve user engagement and Increase purchase rate
Type
Work Project(Develop in progress)
My Role
End to end Product Designer
Time
Three Months
Team
Project Manager (1) Engineer: Web team (6)
Background
Users’ Needs
The desktop experience has not been improved in 3+ years.
In the monthly satisfaction surveys, only 23% of users satisfied with the current experience design. However, average satisfaction for iOS and Android is 72% and 76%.
A lot of users request updated user experience & visual design. Following are some selected user feedback:
" Too much information to look at."
" Navigation of episodes is tough."
" The design is outdated."
Impact Perspective
The desktop experience takes a 25% of total revenue, and 25% the users are new users, which is the most important experience on the Weee!
It also leads directly from the paid marketing, which contributes 86% of paid marketing
Improve the desktop experience will have the following impacts:
Increase user retention rate
Increase purchase rate and revenue
DISCOVERY RESEARCH
To narrow down the scoop of the user problem, I worked with UX researchers to launch an online survey via SurveyMonkey.
Major of 100 users problem falls into the following category:
Navigation
60%
of first-time users found it too much effort to locate the product and categories
Discoverability
52%
of users complained about the related products
Information
52%
of users complained about the vertical information structure as well as the product detail pages
DESIGN PROBLEM
I worked with UX researchers to test with target users and uncovered the following challenges:
(Testing tool: usertesting.com)
Poor navigation
Low Discoverability
mess up detail pages
PROJECT GOAL
DESIGN OPPORTUNITIES
1. improve the navigation efficiency
2. Increase product discoverability
3. Improve information hierarchy design
1. increase retention rate
2. increase revenue
3. improve user satisfaction
Design Process
DESIGN APPROACH
To understand the target users' behaviors, I worked with user researchers to get the following data from survey:
What’s user behavior when the go to the home page
What are the key reasons for users to make the purchase decision?
Following is the data of the current page visitor rate and conversation rate of each section:
DESIGN IDEATION
Design Principles
01
Intuitive navigation pattern
04
Easy to find the different products quickly
02
Clear display information that user care
03
Keep the layout simple and clean
Navigation Exploration
I improved the information hierarchy by grouping different functions to create a clear structure:
Product Discoverability
The following are the wireframes of 4 different interaction models
Gather 40 current & new Vudu users' feedback about proposed layout design options.
(Testing tool: usertesting.com)
Information Hierarchy
DESIGN SOLUTION
Design Goal 1:
Improve Information Hierarchy Design
The simple and clear information hierarchy helps the user to quickly understand the content of this movie or TV show.
Redesign 1: Simplify the information based on survey data. Redesign the UI components with different visual treatments.
Redesign 2: Components dynamically change based on the different ownership status of the content. Users can catch-up easily or access what they need within one click.
Design Improvements
I worked with UX researchers to compare the old & new design. We got the following results:
Design Goal 2:
Increase information discoverability & navigation efficiency
The clear navigation structure gives users a faster way to navigate between different information.
Redesign 3: Reorganize episodes list to easily locate with interactive transactions.
Redesign 4: Increase the visibility of cast & crew with more depth information.
Design Improvements
Design Measurement
PROTOTYPE TESTING
Comparison testing between mockups and old design with 40 users
Testing method: Online testing (usertesting.com); In-person testing
TESTING RESULT SUMMARY
Before
1.
2.
3.
After
1.
2.
3.
Improve Information hierarchy design
1.
2.
3.