Opportunity

The aim of the project with Madlug was to help them increase the conversion rate of on their online baggage shop by utilising e-commerce best practice.

Madlug approached the company I was at to help with improving their overall e-commerce experience. They had a good number of visitors to their site but had a high level of cart abandonment. They were using Shopify to host their site so we were constrained by what we could change within their pre-existing site template.

Project kickoff

To kick things off I wanted to get an idea of where the baseline for the site sat, in terms of usability. So I carried out a heuristic analysis of the desktop and mobile versions of the site. This highlighted areas to me that I though may be causing users to drop off early.

Hypothesis

Luckily Madlug had implemented analytics this gave me a better sense of where users were coming from, the devices they were using and where on the site they were dropping off. The results from this supported my initial hypothesis from the heuristic review. A lot of users were coming in from mobile but dropping off due to a lack of information around shipping and delivery and there were some things that had not been optimised for a mobile experience.

Testing and handover

While the tests were live I started creating a comparator/competitor report, I looked at two companies with similar USP's: Toms and State Bags. I looked at the general layout of the site, its features and content. This helped me understand how these businesses approached the same challenges as Madlug, and also helped me highlight to Madlug the importance of following certain design patterns which users have come to expect.
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Once the usability tests had came back I was able to consolidate all our research into one document which showed the areas to improve, the research findings which backed this up and then the recommendations based on theses findings and the results of the comparator review.

From this I was able to create a set of mobile wireframes which Madlug could able to take away and work with another team to create content and update their site to match.

255% increase in the number of transactions

9.24% decrease in shopping cart abandonment

283% increase in page views