PROBLEM STATEMENT
How can we redesign the Redtag homepage to enhance functionality and deliver a modern, seamless user interface?
PROJECT DETAILS
Role: UX Designer
Duration: 2 weeks
Team: UX Designer & Junior UX Designer
Tools: Auryc, Miro, Adobe XD, Teams
Deliverable: User Engagement Analysis, Wireframes and High-fidelity prototypes
PROJECT OVERVIEW
As Lead UX Designer, I was tasked with improving functionality and modernizing the homepage. We hypothesized that user engagement dropped beyond the hero section, which was confirmed through scroll map analysis, revealing a significant traffic decrease. This insight led us to prioritize enhancing the most visited section for maximum impact.
RESEARCH
Uncovering what users truly engage with!
Our research aimed to understand user engagement with the desktop homepage. By utilizing scroll and click maps, we aimed to gain insights into user behavior, visualize interaction trends, identify areas for improvement, and optimize the overall user experience.
Scroll map insights revealing key sections to enhance homepage user experience.
We analyzed the scroll map to evaluate user engagement and identify the optimal page length for maximum conversions. This analysis revealed valuable insights into how far users scrolled on the desktop homepage, allowing us to focus on key areas for enhancing the overall user experience.
Key Findings
After analyzing the scroll map data from 27.93K sessions over six months, we observed that only 25% of users scrolled to the second widget on the homepage. This insight led us to prioritize revamping the most frequented section—the search engine widget—to enhance user engagement effectively.
Click map analysis driven by scroll map insights to uncover user engagement.
The scroll map analysis led us to prioritize the search engine for the project. We then examined the click map data for the search engine to better understand user preferences.
Key Findings
After analyzing 24.98K sessions over six months, we found that the top header menu was the least clicked section. With all options available through the search engine, it became clear that the header menu was diluting the visual hierarchy and occupying valuable space on the website.
PROPOSED DESIGN
Rebalancing design to prioritize the search engine and uphold top hierarchy.
Noticing that users were neglecting the top header despite its prominent placement, we added more white space to create a balanced design and prioritize the search engine by giving it more real estate on the top section.
REFLECTION
Challenges
During the examination of click maps, our analysis was confined to the vacations category. Notably, within the vacations category, the departure date, duration, and destination were among the most clicked elements. It's important to note that a single user might modify these details multiple times while searching for a vacation package. Therefore, a click in this context did not necessarily indicate either failure or success in terms of the search engine.
What I Learned..
Combining the scroll map and click map provided us with precise insights into user interactions on the website. The traffic temperature assisted in gauging scroll depth, allowing us to determine whether users were thoroughly viewing the content we intended for them to see. Simultaneously, the click map assisted in identifying and eliminating one of the least used elements that occupied prime space on the page.