Welcome to this case study about a project I led in 2018 for a company that would later be named Inovut. Our team consisted of three designers.
Challenge
Initially, the company sold only unique, anti-theft backpacks through a simple e-commerce platform. Despite stable active user numbers, sales were declining, prompting the CEO to request an in-depth analysis to understand what was happening with our users and who they were.
Beginning
Our initial goal was to understand our main customer base. We approached some customers via video calls and analyzed data from our tools over the past six months, uncovering some interesting insights:
- Our audience was mixed but predominantly male, aged 25-34, and residing in large cities.
- They had a keen interest in technology and accessories.
- 90% of users made only one purchase despite visiting the site an average of three times after their initial purchase.
- 60% of customers mentioned that access to a wider range of products would make the brand more attractive to them.
User Feedback:
- “If you can bring the same quality found in your backpacks to other products, I will be a loyal customer.”
- “I was impressed with the functionality and design of the backpacks. I can’t wait for more interesting products to accompany my daily life.”
- “I loved shopping with you because the product arrived exactly as promised, quickly, safely, and without the fear of extra charges.”
Persona and Strategy
Using this data, we created a persona named Júlio:
- Júlio is a 32-year-old programmer who loves technology and unique products. He spends hours on social media watching videos about new tech products and is a fan of Apple and Google for their innovation.
- His main challenges with these products are:
- Lack of trust in foreign sites, worrying whether the product will even arrive.
- Uncertainty about product quality and authenticity.
- Long delivery times for foreign products and fear of extra charges.
Armed with these insights, I met with the CEO to develop new strategies for the next phase of the business:
- Create a New Site:
- Develop a website that instills confidence and reliability as requested by our users.
- The name Inovut, combining innovation and utility, was created to reflect this new phase.
- Product Selection:
- Based on our customer’s needs, we started with products related to backpacks to gauge acceptance before expanding further.
- Design and Metrics:
- Establish a design routine and metrics to measure the success of our actions.
First Step
To create the new site, we focused on key factors from our research:
- Build Trust:
- Design a site that conveys trust in the products and the overall purchasing process.
- Highlight various products and ensure easy navigation.
- Enhanced User Experience:
- Feature multiple products on the homepage with an emphasis on an efficient search function and an easy-to-navigate menu.
- Improve product presentation, including demonstrations and all necessary information to build user confidence.
Prototype
We developed a prototype to test these significant changes and conducted tests with various online users to evaluate usability and the new shopping flow.
Validated Hypotheses:
- Improved Usability: Users found the new site more intuitive and easier to navigate.
- Increased Engagement: Users showed more interest in exploring a wider variety of products.
- Enhanced Confidence: Detailed product information, customer reviews, and secure payment options increased user trust.
- Positive Checkout Experience: A simplified and straightforward checkout process resulted in a smoother, more satisfying experience.
Unvalidated Hypotheses:
- Increased Purchase Frequency: Despite interest in additional product options, purchase frequency remained unchanged.
- Customer Loyalty: While the overall experience improved, there was no significant impact on customer loyalty metrics.
These insights provide valuable feedback for continuous optimization and business strategy refinement.
Next Steps
Based on validated hypotheses and user feedback, our next steps include:
- Site Refinement:
- Use test insights to further refine and optimize the site, including user interface enhancements, improved product descriptions, and a simplified checkout process.
- Product Expansion:
- Continue expanding product offerings based on positive feedback. Conduct market research to identify product categories that align with customer preferences and trends.
- Customer Retention Strategies:
- Develop strategies to boost customer loyalty and encourage repeat purchases, such as loyalty programs, personalized recommendations, and proactive customer support.
- Continuous Monitoring and Analysis:
- Regularly monitor key performance metrics, customer feedback, and market trends to identify improvement areas and make data-driven decisions. Analyze user behavior, conversion rates, and customer satisfaction to optimize continuously.
Implementing these next steps aims to enhance the site, improve customer satisfaction, and drive business growth, offering an engaging and reliable e-commerce experience for customers seeking innovative products.