The Challenge

Fix Usability Issues and Increase Sales

In 2014, a redesign to destinationlighting.com resulted in a drop in sales. It was believed that the decline was tied largely to usability issues. We were tasked with discovering these issues and to design a solution that would restore sales to previous redesign levels.

 

My Role

Working on a team with two other UX designers, I led visual design and was the point of contact between the team and our stakeholder. I also participated in research, planning, prototype design and testing.

 

 

Research

Discovering Customers’ Needs

We conducted customer and market research as well as usability testing to drive our planning phase. These are the key insights that defined the design of the website:

 

I have a specific room in mind

Contextual information is important because users are buying for a room, not a spec.

Navigation is easy

Users felt that the existing site was easy to navigate and move through the checkout.

It needs to fit my home's style

Customers know the look they are going for before arriving at the site.

I don't want to be wrong

Returns are important due to a perceived risk a light won’t match expectations.

I'm money conscious

Though budgets were not always strict, the total price was of high importance.

I need a lamp for reading

Users generally knew what they were searching for before going online.

“Just seeing it on white doesn’t tell me how it will look [in my home]. How does it look dangling over a table with flowers, is it complementary to other things? I just like to see it hanging in real life.”

The Persona

Meet Brenda Daniels

Brenda Daniels is a 52-year-old middle school teacher from Portland, OR. She is married with two kids and her hobbies consist of reading, and decorating her home. 

Persona - Brenda Daniels

“It’s not a house, it’s a home”

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Her Problem

Brenda wants a chandelier with lots of light for her entryway.

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What She Needs

She wants something that fits her style, space and budget.

site2

The Current Site

The website currently offers selection and price but lacks contextual information.


The Pivot

Buyer Confidence Comes from Contextual Information

Pivoting from the original hypothesis that poor site usability was causing a drop in sales, we turned our attention to designing an experience that would give customers the necessary contextual information and confidence to make a purchase, and feel good about it.

contextual

 


Design Thinking

Coming Up with a Solution

Working within business constraints, we brainstormed ideas, iterated and came up with a redesign that would:


Design

Designing for Brenda

Keeping Brenda’s needs in mind, we redesigned the checkout flow to provide more contextual information so she would feel more comfortable buying. Additionally, due to business constraints identified in several stakeholder interviews, we chose a design solution that used existing site content instead of additional content and functionality resources.

 


 

The Impact

The response from the final usability test of our design solution was very positive. Users felt the design helped them visualize the product in their space and increased their confidence in the purchase. Users also responded well to the layout and design of both processes.

“I like how they gave me details on the quality of the lamp instead of jargon, when I really care about how bright the lamp is.”
“I would purchase this product because they show price, people rated it highly, I know how bright it is and I know how big it is.”