Using controlled experiments to turn friction points into validated design improvements and measurable business impact.
Before starting the experimentation, I ran a heuristic analysis of the website and fixed measurement gaps in the analytics implementation. The heuristic analysis helped uncover specific points of friction and frame a number of test hypotheses. The proposed changes were A/B tested before the rollout.
Explore the caseThe work addressed friction across several feature portfolios: acquisition, discovery, cart and checkout. Every design change had a clear behavioral hypothesis and was validated via rigorous testing.
Locate a specific point of customer friction.
Define the expected behavior change.
Measure control and variant experiences.
Roll out improvements supported by evidence.
Showing the email field upfront instead of a multipage newsletter signup process will dramatically increase the number of newsletter subscriptions.
Expanding the search field on mobile will result in a higher number of users engaging with this feature leading to increased product detail views.
Giving customers allocated to the Express segment an option to buy in one click will simplify the user experience and will result in a higher conversion rate.
Showing a message informing customers about the free shipping threshold will motivate them to buy more items and complete their purchase.
Improving the usability of the forms in the checkout will make it easier for the users to complete the process, thus increasing the checkout conversion rate.
