KnownSource, a second-hand fashion shopping website, was experiencing high drop off rate because users fail to find the desired brand on the brands directory page. In order to improve the navigation and increase conversion rate, our team introduced a filter feature and clear alphabetical visual hierarchy, resulting in a decrease in drop off rate.
My Role:
Team Lead UX Design UX Research
Year:
2023
Service Provided:
Product Design, Web Design, Mobile Design
Project Challenges
Hard for users to find the right item
Ambiguous Navigation
Overwhelming pages
Outcome
Clear Navigation for brands directory with filters and alphabetical order brand categorization
Drop-off rate decreased by 20%
Increased conversion rate
Key Takeaways & Next Steps
Key Takeaways
Users struggled with overwhelming navigation and poor brand categorization.
Visual clutter and lack of hierarchy reduced trust and usability.
Filters by style, gender, and popularity significantly improved discoverability.
Mobile experience needs further optimization.
Next Steps
A/B test layout and filtering options.
Add style-based brand recommendations.
Optimize mobile interactions and performance.
Track user behavior to inform future iterations.
