Small Things Lead to Big Impact
In UX what i feel is that a very small thing might make a big impact on business & experience. The biggest challenge is to identify the right problem and work on that.
We as UX team of Bluestone keeps researching about user behaviour and buying tendency. We recently found a problem in our Mobile site during one of our recent UT & Survey results.
In Bluestone we believe that our Customers always look for new collection of Modern and contemporary Jewellery, so we showcase our new collections on the homepage from the top.
But when we did an UT and asked the customers to buy a Ring for them, they struggled finding the link for Rings. Then it was a hit for us. We did a survey with a question like…
The Results clearly says that people know very well what they want to buy. So they must see the link for the categories (Rings, Earrings, Pendants, etc) at the very first time they land on our website or somewhere very easily accessible.
Also we had 2 search options, one open field search and one another icon with magnifying glass at top right. What we observed that people are tapping on Magnifying glass icon for searching the jewellery, even if one open search text field is there. It gives a learning that “Convention is the best friend of any user”. Users are used to find search icon at the top right. With this learning we decided to skip the open search field.
and the old Home screen used to look like…
and here is the revised home Screen…
Because people have already decided the category they wanted to buy, there was a good improvement in drop offs and traffic to Category landing pages.
and the early results were awesome. We got 11% improvement in Drop-Off.
As UXers we must be looking for Small changes that can make a bigger impact. Always in search of a good Problem.
Thanks for reading :)
