Result List
Here, you can find how we potentialized the best results for the users, extracting and driving the maximum of our recommendation tool.
Since I started my career as a UX Strategist in Renner's Store, we've done some markable challenges. The possibility to reduce the user's time browsing our website/app looking for a product or service was one of those challenges. For example, if you visualize our e-commerce you might identify many paths that could solve the user problem.
Someday, the user needs to find a coat to present their friend. First of all, they need to decide rapidly, there is no time to waste, and their choice would be to type the product on the search bar. The prediction reaction would be a result list filled with recommended products that fit their interests.
However, the user sees an unprioritized result list, with products that don't match their interests, or worse, they could view an empty state in front of their eyes. Further, the bounce rate could increase to a high level, or the user could abandon the journey. The worst scenario is they never come up again.
What would we like to reach?
To avoid this situation, we realize a gold mine in our hands. Rich Relevance can combine attributes and algorithms to present users with the most effective result list. Otherwise, my role was to recreate the flow from three perspectives: Rich functionality, user journey, and registration product process.
Our goal was to improve the mechanism of this important tool and to reflect this to enhance the user experience.
Problem Statement
Users don't have a personalized result list aligned with their expectations and moment needs.
In other words, when a user decides to seek a coat, his experience has a negative impact provoked by the lack of product sorting and unnecessary items. Excess products caused an increased cognitive charge and the possibility of giving up.
Strategic Concept
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Experience personalized
User-friendly interface is also a place where the user can feel at home. It's the moment to balance business goals and their preferences.
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Less is more
One page with more than thousands of products pushes the user down. The sense of priority is the foundation.
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Style and fashion
We breathe fashion and style. To order an item doesn't mean to robotize the experience, but involves creating valuable experiences.
Approach
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Step 1
Kickoff
I gathered the team to get some ideas about this project. I understood the context and identified the goals, hypothesis, and statement problem.
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Step 3
As-is flow
With all the information, I crafted the As-is flow from three points of view: users, tools, and the product registration process.
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Step 5
Potential ideas and solutions
The pivotal moment was to get the information and move into new ideas and resolutions. It included recognizing the weakness and transforming it.
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Step 2
Desk Research
The moment to interview stakeholders, and collect external and internal documents and reports.
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Step 4
Documentation
I wrote technical documentation gathering all the possibilities of the tool.
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Step 6
Monitoring results
There was a hypothetical opportunity to monitor our solution in some specific scenarios.
The research
After recreating the flows, I identified pain points that reduce fluidity between the tool and users. Immediately, we moved into new areas of opportunity. Just take a look at some of our discoveries:
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Tool's vision: What do we know about the Rich influence on a store's user experience today?
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Is he a brand lover? We can level up the visibility of this attribute during the search.
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The positive or negative impact on the result list will depend on the number of items in this search.
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The empty state could be an opportunity to engage the user in case of misunderstanding or out of stock.
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Our user loves knowing about new trends, collections, celebrity styles, and many other attributes. This information could collaborate with product sorting.
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We could use synonyms if our user inserts a keyword and the system doesn't recognize it.
First as-is flow crafted in this demand.
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User's vision: So, what is the user's behavior in this step?
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Users might use the result list for a fast search. "Quickly, I can find what I want" - this is the mentality.
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Users would like to connect with real experiences. For example, ordering a t-shirt depends on the event, place, and occasion.
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Manual sorting must be connected automatically with Rich sorting. It helps the users sort items by discount, price, or release.
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Empty states could be better. The enhancement depends on the prompt given by the user.
Second as-is flow crafted in this demand.
Key solution elements
The final presentation consisted of a memorial that is an immersing documentation about the tool's functionality. It also included potential documentation about the registration product process. Another delivery was an action plan with short and long-term planning strategies and potential solutions. Below, are some of the key solutions:
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Diversity of attributes
Explore the attribute beyond the brand, giving visibility to other user browsing behaviors: occasion, part style, etc. Using purchase history is the right path.
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Search refinement
Continuously feed the return of searches with spelling mistakes, products we don't sell, or unrecognizable words. Giving the possibility of future improvement in terms of interface with a focus on content.
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Prioritize personalization
In a giant list of products, it is very difficult for the user to navigate to the last pages. Focus personalization on a more relevant number of pages, thinking about browsing behavior and time spent.
Business Impact
Here, I arranged some typical results based on the conclusion that I had throughout the investigation.
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Possibility to increase the engagement to another step.
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Increase the attributed revenue, by multiplying the click rate in the product box.
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Reduced the bounce rate, and the time spent on the website is more qualified than before.