Project Summary: To create a, “frictionless, intelligent & connected,” IT education, strategy planning, purchasing and management digital properties that make it easy for customers not just to buy IT, but to maximize their investment, manage their IT lifecycle, feel connected and get expert advice.

The Challenge

A well-established e-commerce retailer with strong brand recognition was experiencing a troubling trend: while site traffic was consistently high, conversion rates had steadily declined over two years, dropping from 3.2% to 1.8%. Despite previous attempts to address the issue through promotions and minor UI tweaks, the company needed a comprehensive understanding of user behavior and barriers to purchase to reverse this trend.

Roles

• Discovery Research
• Led UX team
• Prototyping
• Ideation
• Unmoderated user testing
• User interviews

The Solution

Conducted competitive analysis, reviewed personas, consulted Baymard.com research

Collaborated with a UI designer to refine concepts.

Introduced personalization features.Presented initial wireframe ideas to the team, including product manager, product owners, and development.

Initial Wireframes

Helped build interactive prototype.

Conducted numerous unmoderated usertesting.com tests including, feature validation and discovery, information architecture, naming, iconography.

Directed remote moderated user interviews to validate design hypotheses and prioritize features.

Research Presentation

Interactive prototype used for testing DHP

Video of initial release

Strategy Development

I created a strategic roadmap with both quick wins and long-term improvements, focusing first on addressing the highest-impact issues: redesigning the mobile checkout process, implementing a more intuitive filtering system, providing upfront shipping information, and adding real-time inventory visibility. The strategy emphasized the importance of continuous testing and iteration, with clear KPIs established for measuring success.

The Results

Generally positive feedback during user interviews, focus on new features, and refinement of introduced functionality.

• Quote Creation up 4.68%
• Add to cart up 28.31%
• Order Conversion up 6.63%
• Revenue per visitor up 33.82%