Data Driven Design
Utilizing data to inform design decisions
In 2019, 16 million users engaged with the digital domains of a telecommunications company in Dubai. But 86% of users were dropping off the site before purchasing, preferring to complete their sales journey through an in-person location.
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To help address this issue, we partnered with the telecom company conducting user research, analyzing the sales journey online and onsite and using insights gained from data to redesign the website.
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Within 3 months of going live with the new website, there was an 86% improvement in the bounce rate and a 20% increase in transactions on the website.
What I did
Data Analysis
To find patterns in user behavior online to understand where users are dropping off.
Expert Audit
An expert anlaysis of the landing pages of the website to find what are the main pain points.
User Interviews
Interviews with customers in the store to understand why they prefer this experience.
Benchmarking
Comparing others in the industry to find inspiration for improving the sales journey.
UX Design
Consolidating findings we redesigned the website to optimize the online sales journey.
The Designs
Data collected from the website and insights gained from user interviews in the store helped us understand key problems with the online sales journey but also why customers preferred the in store experience.
This guided our wireframe designs and by implementing elements that educated customers, used humanized language and provided contextual recommendations for relevant products to enhance conversions. In the first 3 months of going live the results were:
Increase in transactions
20%
Improvement in bounce rate
86%
*Images hidden to protect client confidentiality
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We used conversational language to help users understand product and service offerings.
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By providing them structured help with the buying process, they have the flexibility to choose products most relevant to them.
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Using brand ambassadors as support we can provide a human touch and help with users’ questions and in key moments along the journey.