Filters & Benefits
1. Qualitative & Quantitive Data
A combination of qualitative & quantative data was used via Hotjar to determine what within the website could be developed and evolved to enhance the user experience.
Within both the heatmaps & recordings the data revealed that users gravitated toward the filters on site. However, they were only able to filter by the general: Category, Gender, Size, Colour & Price.
2. Competitor Analysis
Focusing on companies with similar values and product offerings I conducted research to review their content and filters online.
This analysis pointed out a new trend of ''considered edits'' which allowed customers to view items made from sustainable materials, organic etc.
3. Internal Content Audit & Brainstorm
Already established, the company offers customer within the product pages lovely icons and brief icon descriptions on the benefits of each product to educate the user.
From here, I initiated discussions and brainstorming within the digital team about the benefits and user experience of implementing the benefits in a user friendly process where the user could have the option within their flow to discover and select what benefits they want from their browsed product.
4. Wireframes
Wireframes were then developed as a result of a collaborative effort between out external development team and the digital team. With guidance, they were able to integrate and develop a Benefit filter with approvals by myself on the imagery and icon sizing.
5. Finished Product
Users now have the option to tailor their shopping experience to their product benefits/requirements.
Within a recent survey over 50% of users confirmed they were aware of the option to filter by Benefit within the online store.
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