instead Post-Launch Usability Evaluation
Our UX team was tasked to evaluate the Chooseinstead.com website, post-launch on Shopify, to identify points of friction to be optimized when shopping for a lawn care plan.
My Role
I was the lead UX researcher, responsible for...
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creating the test plan based on the research objectives.
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creating the screening questions.
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launching and monitoring results as they collected.
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analyzing the individual video results and test metrics.
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consolidating data and creating a report to share with stakeholders.
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creating recommendations to improve the on-site experience based on usability findings.
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present findings to stakeholders.
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working alongside the UX designer to ensure optimizations solve the issues identified in usability.
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working with the development team to ensure optimizations were developed, as designed.
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monitoring the site post-launch of the enhancements.
The Research
Research Overiew
Utilizing UserTesting, I conducted an unmoderated usability evaluation with 12 lawn and garden enthusiasts. These participants reviewed the website and walked us through their experience while completing tasks to build a lawn care plan.​
Research Insights
From running this usability evaluation, I discovered an enormous blocker that users encountered when building their lawn care plan.
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When participants were building their lawn care plan, they completely missed the ZIP code form field, a required input to receive a lawn care plan, therefore resulting in no plan offered.
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This is a required input in order for users to receive a lawn care plan.
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Most participants felt extremely frustrated and were unsure what to do.
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Most attempted this process two to three more times, without realizing they had to enter a ZIP code.
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Some participants tried re-loading the PDP or selected a different lawn size to try and get a lawn care plan to populate.
instead Lawn Care Plan Product Detail Page
We created a highlight reel, demonstrating the frustration participants felt when building a lawn care plan, missing the ZIP code entry.
Design Optimizations
The New PDP Design
Based on the usability findings, I worked with our lead UX designer to come up with optimizations to the page to ensure users wouldn't miss the ZIP code form field, therefore always getting offered a lawn care plan. The product detail page optimizations included,
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increasing the prominence and affordance of the form field.
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adding error states if the form field was left empty.
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disabling the CTA to continue until all required were filled out.
instead Lawn Care Product Detail Page - Post-Design Optimizations
Results from Design Optimizations
Once implementing the designs, we saw the following results:
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Conversion rate increased over 100%
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Percentage of users getting a 'no plan' error on the product page reduced from 25% to less than 6%
instead Product Detail Page - Reduction in errors after implementing changes
