AptDeco Product Pages
AptDeco is an e-commerce marketplace for buying and selling used furniture. Looking to increase sales, the company solicited a redesign of its catalog pages with particular focus on navigation, filtering/sorting and its mobile experience.
After reviewing site analytics, AptDeco identified that site bounce rates were high and page values were low, particularly on mobile. The e-commerce site solicited a UX redesign of its product pages, with an emphasis on filtering and sorting. The project began with an investigative process to ensure design was dictated by insights into user psychology. The challenge would be integrating these insights for a redesign of a two-sided market; AptDeco is not only driven by furniture buyers, but also furniture sellers.
I worked as the sole designer on the project. I conducted all of the user research and created wireframes based on those findings. I also conducted usability testing and iterated designs based on user feedback.
UNDERSTANDING USER BEHAVIOR
To better understand how AptDeco users engage with the site I began by reviewing AptDeco’s Google Analytics for desktop/tablet and mobile platforms. I examined user behavior, behavior flow patterns, page value, bounce rates and page traffic related to a 6-month period. I discovered the following highlights from the data:
A large number of site drop-offs occur before the user makes the first interaction from the starting page to another page.
Site visitors scarcely visit past the first page within the catalog pages.
In addition to examining site analytics, I also created a survey to further understand how user’s have shopped on AptDeco. I surveyed 51 individuals who all previously made at least one purchase on AptDeco’s site.
The survey served as a means of validating assumptions and identifying users' pain points and desires. The most commonly identified areas for site improvement were: better search, better photos, an improved filtering & sort system, categorization of products. Other highlights of the survey include:
The vast majority of users shop for products initially by furniture type.
Filtering on AptDeco’s site is very important to 74.5% of survey respondents.
One of the main points of interest from the survey was respondents' emphasis on more detailed and specific filter types:
“Improved filters. For example, the ability to find rugs by sizes. Much smarter size filters in general would be a big improvement (this is an area where most furniture/home decor sellers fall short, would be a good way to distinguish yourselves). 'Biggest discount' would be a good sorting option to add.”
An open-card sort was conducted with 12 individuals. Participants were given a set of 50 cards, each of which contained AptDeco products as listed on AptDeco’s website.
Participants were asked to organize the cards into groups and sub-groups as they best saw fit. Participants were also asked to maintain groups of less than nine products and more than two products to ensure a clear understanding of how users would group products was achieved. Participants were then asked to label each group and sub-group however they liked.
SYNTHESIZING THE DATA
Through examining data several key user emotions were identified, and subsequently, related features:
LESS OVERWHELMED - clearer titles, progressive disclosure
RELIEVED/UNDERSTOOD - specific filter in & out options, free delivery option pull-out
CERTAIN - specific filter in & out options
SATISFACTION - easy-to-use interface
REDESIGN OF NAVIGATION
Based on research findings, users preferred progressive disclosure: less initial choices and more options presented to them as they go. Thus, the navigation was redesigned to simplify the main navigation and to establish a secondary navigation.
SECTION LANDING PAGE
Drawing from this principle of progressive disclosure I also created a landing page for each of the major furniture sections. Although this meant an extra click, user feedback revealed that the relaxed pace was more important than a speedy interaction. In addition, many competing sites also utilized a similar category landing page.