Combining research, analytics & SEO to make an impact.
The process
1 / Discover
Interviews
One-on-one interviews with 20 participants who were either in the process of buying a kitchen or had purchased one in the last 6 months. We asked them questions on the purchasing journey, motivations, as well as asking them to rank competitor websites against the BERT scale. This was used to gauge customer perceptions and define opportunities for Wren.
​
Treejack testing
We also utilised the customer interviews to understand what kind of content they would like to see on the website, based on SEO keyword search terms, and asked users how they would expect to find this information through treejack testing.
​
Analytics
Using the current sites Google Analytics, we were able to understand current issues in the conversion paths, and use this as data to support our design decisions/optimisations.
​
UX audit
I completed a UX audit to understand the pages and components required to migrate the bulk of the content. This allowed us to estimate timings of the project, as well as gain a better understanding of potential business and marketing requirements.
2 / Define
Journey mapping
From the interviews, we were able to create a user journey that focused on the customers mental model at each stage during the purchasing process.
Understanding this process was key in defining the type of information and actions to be displayed across the website, in order to increase conversions.
This journey would be referred to throughout the process to validate ideas and designs, and ensure that we kept the customer at the forefront of decision making.
3 / Design
Annotated wireframes
Alongside creating adaptive views across mobile & desktop, detailed UX annotations and specifications were created to aid development. We first created the page templates for each of the high priority pages, and from that broke the page down into components that could be built in in the CMS as reusable elements.
4 / Test
Usability testing
The designs created were made into a simple clickable prototype, using InVision, to test with customers.
We tested core screens of the website, based on the user journey created previously, and documented key insights for iterative improvements that were communicated to the client in a research package.
​
After usability testing the designs with customers, the design team got together with our notes, themed the insights and updated the designs.
Designs driven by insights
Understanding the market
Due to behavioural bias, customers expect all websites to perform similarly. Conducting a competitor review of digital products helped to gauge what Wren could do to improve their online presence.
Validating the navigation
Interactive interviews to understand what motivates customers, what information they need to make a decision and how they would find information in the information architecture.
Designs to inspire kitchen buyers throughout the UK
