Client:
A global tech company, cloud solutions provider.
Business Challenge:
Marketing invests in driving traffic to monthly promotions on the e-commerce site. The current site experience for monthly promotions is focused on products and specs for existing customers who know what they are looking to buy at a discounted price. To deliver on business priorities, leadership wants to reimagine the experience's functionality to drive acquisition of new customers.
Opportunity:
Use UX research and design methods to workshop and ideate new solutions that address user needs. Ideate with representatives from Digital Sales, Product Marketing, Brand, Design, and Content.
Process:
Interviews with company stakeholders to gain existing SEO and performance insights.
Audit existing site experience.
Audit competitor site experiences.
Persona development.
Workshop ideation with stakeholders to prioritize efforts.
Design and present new components that 1. align with industry standard experiences and 2. address user needs for education and awareness.
Tools:
Firefox, Moat and LinkedIn for online competitive audits. Webex for virtual workshops. Mural for brain writing, persona development, team ideation, features mapping. Material 3 and Adobe XD for prototyping.
Persona Profile:
Idea Prioritization Matrix:
Observations / Takeaways from Ideation:
• Expand current design system to add new components that align with industry-standard content experiences, notably Price Comparison Charts and customer testimonials (quotes and videos),
• Alternative search filter based on user needs rather than product names.
• Make button colors accessible.
• Include data points on corporate sustainability investment.
• Localization of content can better address the unique needs of each specific market.
• Contact form to meet lead generation targets.
Mockups of select Best Bets (High Impact and Feasible):
To be added here.