Project Overview
My Role
As the Lead UX Designer, I was tasked to revamp the homepage of the redtag website. The goal was to enhance its fundamental functionality by elevating the user interface with a sophisticated and contemporary design. The engagement involved critical analysis, strategic planning, the development of wireframes, and the final delivery of high-fidelity prototypes.
Approach
We approached the situation with a hypothesis that the user engagement significantly decreases beyond the hero section of the homepage. To validate our hypothesis, we analyzed the scroll map and observed a significant decrease in traffic temperature. This finding guided our decision to prioritize the enhancement of the most visited section as our initial focus.
Project Details
Duration: 2 weeks
Team: 2 designers
Tools: Pen & Paper, Auryc, Miro, Adobe XD
Deliverable: User Engagement Analysis, Wireframes and High-fidelity prototypes
Critical Analysis
Scroll map analysis
We decided to inspect the scroll map to visually monitor how far users scroll down the desktop homepage. The analysis of the scroll map yielded valuable insights into how visitors navigate our website, assisting us in identifying the primary section to focus our efforts on improving the user experience.
Key Findings
Following a six-month analysis of the scroll map, generated from 27.93K sessions, we discovered that merely 25% of users scrolled down to the second widget (section) of the homepage. This analysis led us to the decision to commence the revamp with the initial and most frequently visited widget, the search engine.
Click map analysis
After deciding to kickoff the project with the search engine, our approach involved examining the click map data associated with the search engine to understand user preferences.
Key Findings
We analyzed the data over the last 6 months, and from a total of 24.98K sessions, it was observed that users did not click on any top header menu items except for utilizing the home option. Given that all the options are also accessible on the search engine, it becomes evident why users were not utilizing the top menu bar.
Proposed Design Solution
Upon observing that users were not utilizing the top header, despite its prominent placement in the current design, we opted to integrate white space to achieve a more balanced page design and enhance the overall visual experience.
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.
Key Takeaways:
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.