I conducted quantative research by surveying 90+ existing and potential customers. Here is what I found:
To further explore the survey results I started by looking into conversion funnel data, desk research, having internal interviews with the Customer Care and Business Development departments, followed by conducting 5 live usability tests with actual users.
Based on the gained insights, the most common complaints to Customer Care and the insights gained from the user interviews, we identified the homepage, the Starter Set page and the shopping cart as our main priorities for the redesign.
I identified the following key issues:
01. Homepage
02. Starter Set
03. Shopping Cart
07. Measuring Impact
01. Conversion Data
After continuously validating changes with user interviews and subsequent iterations, we implemented the HiFi designs. Within 2 months of the website relaunch, we observed the following uplifts:
02. MANIKO team testimonials
“Thanks to the improved website, our customers can find all the important information quickly, so Customer Care receives fewer general inquiries. The website and especially the shopping cart are clearer, so there is less irritation from the customers’ side. We have also noticed fewer order returns.”
“With the implementation of new features, we can now much more easily distribute more content on the site, which internally is proving to be very time and resource saving. As a result, we can now do more launches with better content in the same period of time, which in turn attracts more customers and drives sales.”
