eCommerce
Matouk
Role
My role at Matouk was being the sole UI/UX Designer. Responsibilities include product design, ux design, visual design, user research and ensuring customer retention while increasing conversion and engagement.
Scope
Led, designed, researched user behavior, tested UI elements and begun establishing accessibility across multiple Matouk platforms. Designed incoming features and reimagined existing ones. Largest project was Homepage Redesign.
Highlights
Increased overall site traffic, session durations and contributed to a consistent 16% YoY uptick in revenue across e-commerce channels.
Homepage Redesign and Optimization
House of Matouk Landing Page
Inline Errors and Establishing WCAG Standards
Background
Since I was the only UI/UX designer on the team, I had a few main goals –– improve conversion, design an immersive experience for the end user and establish a design system where one didn’t exist. Given we worked with agencies for development, brand design and engineering –– my focus is to unify the experience for both our team and users.
Implemented a Design Process
Being the only designer on the team meant starting from scratch. The product nor the design process had been audited since 2017. I wanted our team to have an SOP on hand and allow other teams to gain visibility across our upcoming sprints.
Improved Usability Across the Platform
No usability tests were conducted since 2019 and the external development team mainly conducted them. Since we established a design process, we were actively working towards conducting UX research and usability testing on all projects.
Establishing a Design System
This has helped to maintain consistency in the look and feel across different parts of the platform. This has helped the external development and creative teams to understand how and why we choose to implement certain components over others.
Analysis
Based on the a competitive analysis, website audit and user research tracked through Hotjar, we found some key takeaways for the Homepage redesign.
Mobile First
42% of users were engaging with mobile first but the drop-off rates for mobile were nearly double that of desktop. Users were abandoning the cart within mobile at a higher rate than desktop, as well.
Side Navigation < Top Navigation
The side navigation was the source of 34% of rage clicks across the entire site. Users were often clicking back and forth to find certainty in their selection.
Reduce White Space
The overall white space on the site was leading to user fatigue.
Lack of Visual Hierarchy
The site wasn't created to be buildable so as more information and products were added, the more complicated the end to end journey became.
Limitations
Before I was hired, the website was only managed for bugs and not improvements. This led to technical and product limitations that needed to be addressed before executing a homepage redesign.
Ideation
From these findings and speaking to stakeholders, we did some market research on competitors to investigate the current offerings in the market and take inspiration from particular features. We worked towards unifying user engagement and internal feedback to address these pain points.
World of Matouk
Previously existing as a separate side navigation, adding World of Matouk to the main navigation and a homepage section was key to bringing for hidden information that users seek in FAQs or Search.
Content, Content, Content
Matouk has over 10,000 products and every product has an image. Being able to have a place to display more content could uplift products that were otherwise buried in style or product pages.
Spotlight Images in Navigation
Uplifted products to the navigation through spotlight images.
Reduced Overall Scroll
Shortened overall scroll on desktop but created modules for product exploration.
Pre-Footer
Created a pre-footer to reduce footer fatigue, uplift customer care and promote subscriptions for social.
The Product
After many variations and connecting with every team across the org, I was able to create the Homepage Redesign. This was the largest project done on the Matouk site since 2017. This took a year of research, planning and mapping out a design system that could be later used across the entire site. Through a complete redesign – u-turns trended down by 150%, key information was uplifted for accessibility, drop-off rate improved within the first week and the top navigation allowed for more conversion across all categories.
Results
Positive Feedback from Users
Since the implementation of the new homepage and navigation, we have seen a significant decrease in the number of complaints to customer care and an overall increase in site traffic on mobile.
Increase Conversion
Increased overall site traffic, session duration and contributed to a consistent 16%+ YoY uptick in revenue across e-commerce channels within the first 3 months of launch. This was key in generating the company’s $3.1 million ARR.
Improving Accessibility
The uptick in mobile users since the redesign has revealed the previous design lacking in hierarchy, contrast and usability across devices.