Digital strategy leadership at RetailCo (Anonymized for privacy) wanted external perspective to help evaluate their ecommerce B2C flow. Our team was tasked with diagnosing critical areas of friction and to make recommendations for near-term optimizations as well as long-term enhancements.
We collaborated closely with client teams and end users to uncover key opportunities, build rapid prototypes, and validate solutions through live testing on our client’s website.
Stakeholder interviews revealed that teams operate in very silo’d ways. Different teams are incentivized to different metrics which creates internal competition for resources. Complex beurocratic systems create a lot of friction on feature work.
Learnings from qualitative research showed that customers were finding the shopping experience at RetailCo to be overwhelming and confusing. This created frustration, distrust of RetailCo’s brand, and ultimately traffic diversion to competitor retail sites.
An analysis of current web traffic analytics further dimensionalized the situation showing most common user flows as well as the most critical points of friction.
How might we help users understand configuration options and select what is right for their needs?
How might we identify customer needs early in order to help them easily navigate and accomplish their goals?
How might we minimize cognitive load needed for a user to feel confident about adding a product to cart?
We socialized learnings from our own research and surfaced additional research already conducted by our client team to share more broadly with our stakeholder group
Leveraging co-creation workshops accompanied by best-in-class e-commerce examples, we solutioned different directions to prototype
Working with our client’s testing dev team, we built prototypes to test four different opportunities we’d identified