Website Redesign
Timeline: May 2022- Jan 2023
My Role: Lead UX Researcher, Interview Moderator, Project Manager
Methods: Qualitative closed card sort, quantitative tree testing, usability interviews and A/B testing
Tools: Optimal Workshop, UserZoom GO, Lucid, Figma and Condens
*Due to NDA, this description includes adapted content. Process description reflects the original work but client details and branded terms have been altered.
Impact
27% Higher engagement with in-page content
44% higher engagement with vehicle discovery
539% More clicks to brand story content
50% more likelihood for mobile users to scroll the entire page
76% higher click-through rate for shop CTA’s
13% more nav CTA clicks than before
12% more navigation menu expansions
29% more clicks to footer
From 15 sub-nav links -> 7
Users are 72% more likely to use sub-nav to explore
Objectives
Process
Phase 1:
1. Review marketing science data on legacy homepage and existing client research.
2. Conduct secondary research on the automotive industry and customer journey in the USA mass market.
3. Kick-off meeting with the UX Design team to review the timeline, objectives and deliverables.
4. Design research and select methodologies.
5. Collaborate with UX designers to generate closed card sort items and tree jack nav items.
6. Recruit and field.
7. Analyze data.
8. Present findings internally.
9. Design Studio with UX designers and strategists to ensure insights are actionable and aligned with strategic goals.
10. Client readout.
10. UX team create initial wireframes with site hierarchy inputs.
Understand users’ mental models and create an intuitive structure for the brand website with clear labels and pathways.
Simplify the site experience and put the customer at the centre to connect them to the right content, in the right place at the right time.
Deliver thrilling brand experience across customer journey touchpoints and drive key actions on and off site.
Methodology
Phase 1:
Qualitative closed card sort study
Moderated interviews, n=6 Desktop, n=6 Mobile
LOI: 1 Hour, U.S Market
Audience:
The audience has visited a car manufacturing website during their purchase journey on mobile or desktop – we know users typically use both, but we are looking to recruit folks who have used mobile or desktop on an automotive manufacturer’s website.
Primary decision maker on automotive-related purchases who bought a car in the last two years
Quotas: Gender, ethnicity, age and mass market vs luxury vehicle
Quantitative tree jack study
Digital survey n=60, LOI: 12 minutes, U.S Market
Audience:
Has visited a car manufacturing website during their purchase journey on mobile or desktop – we know users typically use both, but we are looking to recruit folks who have used mobile or desktop on an automotive manufacturer website
Primary decision maker on automotive-related purchases who bought a car in the last two years
Quotas for gender, age, ethnicity, mass market, luxury and electric vehicle purchasers.
Missing Information
Where are users getting lost or confused with site terminology and site architecture?
How are prospective shoppers engaging with the site?
Which homepage prototype aligns with brand themes most strongly?
What can be further simplified on the homepage?
Phase 2:
1. Kick-off meeting with the UX Design team to review timeline, objectives, prototypes and deliverables for phase 2 usability testing.
2. Design research, create screener and moderator guide for usability interviews and create treejack survey with updated inputs.
3. Collaborate with UX designers, client services and strategists to confirm screener and mod guide tools.
4. Program, recruit and field.
5. Analyze data, semantic and thematic transcript analysis for interviews and optimal workshop analysis for treejack.
6. Present findings internally.
7. Design Studio with UX designers and strategists to implement findings.
8. Client readout.
Phase 2:
Usability Testing, Two Rounds
Moderated interviews n=24 (n=12 per round, n=6 desktop, n=6 mobile), LOI: 1 hour, U.S Market
Audience:
Mass market shoppers, gender and ethnicity gen pop split.
Audience has visited a car manufacturing website during their purchase journey on mobile or desktop.
Primary decision maker on automotive-related purchases who bought a car in the last five years.
NDA*: Client-specific audience attributes
Test two different prototypes to uncover the brand impressions that are gluing themselves to our customers as they start their journey.
We showed both directions to each user, get their opinion on the brand impressions, next actions, and content order (ensure reversed order for half of the sample to avoid bias).
After the first test, the team implemented changes and then we tested the preferred direction against the legacy homepage.
Quantitative treejack study
Phase two of tree jack to compare with round one following iterations from the team.
15 minute survey n=60, U.S Market
Audience:
Audience has visited a car manufacturing website during their purchase journey on mobile or desktop – we know users typically use both, but we are looking to recruit folks who have used mobile or desktop on an automotive manufacturer website.
Primary decision maker on automotive-related purchases who bought a car in the last two years.
Quotas for gender, age, ethnicity, mass market, luxury and electric vehicle purchasers.