Design Tool Usability study
Evaluate the usability and efficiency of the onsite design tool to improve user experience and drive a 17% YOY increase in conversion rates for personalized product design flows.
01
Research
I ran an unmoderated usability study, testing the design tool with a mix of users. The goal was to figure out where they got stuck or confused. I looked at task completion rates, how they moved through the tool, and gathered feedback on what frustrated them or worked well.
Shocking Find: 6/7 users failed to complete their personalization.
02
Analysis
I pinpointed the biggest challenges users faced, like confusing navigation and unclear instructions. By mapping out their experience, I prioritized the fixes that would have the most significant impact on the most users.
03
Implementation
I simplified the navigation and cleaned up prompts to be more straightforward and actionable. Working closely with the dev team, we tested and rolled out updates in stages, using A/B testing to make sure the changes hit the mark.
While a full redesign of the design tool was our ultimate goal, we focused on creative solutions to help users complete tasks more efficiently. By ensuring visuals were readily available at key decision points, we made it easier for users to understand and choose between multiple options.
04
Impact
My second favorite part about this feature is how it's built to be scaleable across the majority of our sites. Now every channel manager has the ability to populate these zones with helpful infographics and visuals.
After implementing we noted an 7% increase in purchase conversion POP and an increase in revenue by 17.7% YOY. and we even saw an increase in purchases in one experience by 523%! (474 vs 76).
Design Wizard 2.0
We ended up putting the full redesign on hold due to Dev. resource constraints but I did build out a mostly usable version to design into our new UI and provide examples to test in the future.
Recommend accessing the design tool prototype via desktop. Look most our users are creating name tags and other products at their work desk, I know because I did the research!