StickerYou

New Personas Development:

Created detailed user personas to better understand customers and guide UX and marketing efforts.

Feedback Loops & Customer Support Ticket Collection:

Increased customer engagement by creating post-purchase feedback (NPS) and streamlining support ticket analysis to find key areas for UX improvements and product enhancements.

Creating Enterprise-Wide Design System:

Established a scalable, documented design system to simplify the design and development process.

Project Overview:

The Shopping Cart and Checkout are crucial steps in the StickerYou customer journey. Initial funnel analysis using FullStory revealed a significant drop-off compared to industry benchmarks, particularly on mobile devices. Optimizing this step was considered "low-hanging fruit" for securing purchases and boosting overall conversion rates.

Problem Statement:

Unoptimized mobile and desktop interfaces, a lack of credit card and address validation, and extra steps in the customer journey contributed to higher drop-off rates compared to industry benchmarks.

Approach:

By gathering best practices from competitors and leveraging Baymard's secondary research data, we aimed to simplify user actions and improve the clarity of the checkout process.

Process:

1. Analyzed checkout funnel drop-off points using analytics and FullStory session recordings, and compared them to industry benchmarks.
2. Collected and analyzed customer feedback and support tickets related to checkout issues.
3. Performed competitor analysis and auditing for best practices using the Baymard tool.
4. Implemented iterative design improvements based on best practices and competitor analysis.
5. Conducted A/B testing on new checkout flows to validate design decisions and identify further friction points.
6. Rolled out the redesigned checkout process in phases, starting with a small percentage of users to measure impact.
7. Fully implemented the new checkout after confirming improvements in conversion rates and user satisfaction.

Outcome:

The redesigned checkout process resulted in a 21% increase in cart-to-checkout conversions and a 17% increase in checkout-to-confirmation rates, significantly boosting overall sales performance.

Shopping Cart

Checkout - Shipping & Delivery Stage

Project Overview:

Customer feedback and marketing insights indicated that the homepage wasn't effectively communicating StickerYou’s brand value and product offerings, leading to early drop-offs. A well-designed homepage is crucial for capturing user interest and guiding them into the sales funnel.

Problem Statement:

The initial homepage design failed to engage users or convey the brand’s value proposition effectively.

Challenges:

Finding a balance between brand storytelling and clear, user-friendly navigation.

Approach:

Worked closely with marketing and product teams to develop a comprehensive design, informed by user feedback.

Process:

1. Held collaborative workshops with stakeholders to define objectives.
2. Conducted secondary user research to identify key engagement drivers.
3. Ran iterative design sprints, moving from low-fidelity to high-fidelity prototypes.
4. PPerformed multiple rounds of user testing to refine the design.
5. Phased rollout starting with 20% of users, adjusting based on feedback, then expanding to 100% after success.

Outcome:

The redesigned homepage significantly increased user engagement and conversion rates, with noticeable improvements in the funnel starting from the homepage.

Project Overview:

The Product Detail Page (PDP) at StickerYou plays a crucial role in helping customers finalize their purchase decisions before customizing the product in Sticker Maker. FullStory data and moderated usability testing revealed that users were often confused by the layout and felt the page lacked essential product information. Enhancing PDPs was key to giving users the confidence to proceed with their purchases.

Problem Statement:

Overly a complicated layout, customers struggled to find critical product information, negatively affecting their decision-making process.

Challenges:

Presenting comprehensive product details in a clear and user-friendly format.

Approach:

Improved content presentation based on feedback from usability testing.

Process:

1. Analyzed user interaction data through FullStory to identify information gaps.
2. Synthesized data from usability testing showed where exactly customers struggled on the page.
3. Developed wireframes and prototypes to explore potential design solutions.
4. Conducted A/B testings with to validate design decisions.
5. Rolled out design updates in a phased manner to control impact.
6. Monitored metrics and gathered user feedback for further improvements.

Outcome:

Improved clarity of product information, leading to a 9% increase in conversion rates down the funnel, particularly in Sticker Maker/Page Maker.

Project Overview:

The Product Category Page (PCP) at StickerYou is where customers choose the right product for their needs. User behaviour analysis revealed difficulties in navigating categories and locating specific products. Enhancing PCP navigation was essential for improving product discovery and overall user satisfaction.

Problem Statement:

Users struggled with navigating product categories and finding specific items.

Challenges:

Simplifying navigation without overwhelming users with too many options.

Approach:

Redesigned the PCP to enhance usability and product discovery.

Process:

1. Conducted heuristic evaluations to identify usability issues.
2. Redesigned the PCP layout and navigation structure.
3. Performed A/B testing on different designs with a segment of users.
4. Analyzed performance data to determine the most effective design.
5. Rolled out the redesign gradually, with ongoing monitoring and optimization.

Outcome:

Improved product discovery and a 7% increase in conversions from the category page to the product detail page.

Project Overview:

The Product First section at StickerYou is designed to guide customers in selecting the right material, finish, and adhesiveness for their products. Initial analyses, customer support feedback, and FullStory journey mapping revealed that customers often second-guessed their choices after reaching the editor. Streamlining this process created a more educational and decisive experience, ensuring customers felt confident in their selections before moving forward.

Problem Statement:

The previous process was too complex, had an extra 2 steps and lacked sufficient information, making it difficult for users to select the right product.

Approach:

Reduced 2 steps, and introduced better imagery, progress bar and description for better product discovery based on users' specific needs.

Process:

1. Synthesized data from previously done usability testing gave us a hypothesis where users struggled with the product selection
2. Developed a streamlined set of questions to efficiently guide users to the best product options.
3. Created wireframes and prototypes for the guided selection tool, followed by usability testing to ensure intuitive use.
4. Run usability testing of the new flow, confirming faster time on task & fewer errors with back-and-forth
5. Completed full deployment after iterative testing confirmed the tool’s positive impact on user experience and confidence in product selection.

Outcome:

The product-first approach led to a significant increase in tool engagement and a > 20% uplift in conversion rates to the next step (Sticker / Page Makers) for users who interacted with the new process.

Project Overview:

The Sticker Maker is a key part of the StickerYou customer journey, allowing users to upload artwork, edit and preview it before adding items to the cart. Analysis showed high drop-off rates during the custom product creation process due to usability issues. Improving this tool was essential for driving user engagement and guiding them toward conversion in the shopping cart.

Problem Statement:

The Sticker Maker tool had high drop-off rates, having significant usability issues.

Challenges:

Prioritizing and implementing usability improvements to increase conversion rates.

Approach:

Utilized Lean UX methodology for iterative, data-driven enhancements and a comprehensive redesign.

Process:

1. Performed a detailed analysis of user behaviour in the Sticker Maker using analytics, session reviews, and usability studies.
2. Identified key friction points and areas for improvement.
3. Developed and tested incremental feature enhancements.
4. Carried out a comprehensive redesign based on insights and usability testing.
5. Created low-fidelity designs and tested them with different personas.
6. Phased feature rollout and A/B testing to measure impact.
7. Continued monitoring and iteration to further refine the user experience..

Outcome:

Incremental improvements enhanced usability and increased conversion rates, culminating in a significant uplift after the major redesign.