The low usage and interaction on the local store page template which is used by all stores across the US were hurting SEO and resulting in more call volume asking for basic details from the store. This also had an impact on foot traffic as customers that were unsure about the store’s specifics might choose not to visit.
As I came into this project I noticed that many of the stakeholders seemed to have a good idea of what they wanted to achieve, they had even done some brainstorming and competitive analysis but noticed there was a lack of customer perspective so I recommended we do a little UX Research upfront to better align our priorities to those of our customers.
I arranged a collaborative session between all the stakeholders so that we could answer the question: What do we want to learn from our customers? We ran a KJ technique to brainstorm questions, organized them into categories, and then voted to prioritize them
After having a good understanding of what we wanted to learn, I overlayed these questions over a UX research matrix to help start crafting our surveys.
We ran a mix of quantitative and qualitative surveys to understand what our customers were expecting to see when going into local store pages.
we also looked at current usage metrics from content square to get a better understanding of where customers were navigating and interacting the most.
We used our research findings to craft 3 unique personas to represent the characteristics, behaviors, goals, and motivations of a particular groups of customers.
Busy Parent
Background
Working parent with two young children
Personality
Practical, efficient, values functionality and convenience
Goals
Looking for furniture that is easy to assemble and durable, wants to create a comfortable and functional home for her family without spending too much time or money. Appreciates IKEA's affordable prices, variety of options, and the convenience of online shopping and home delivery.
College Student
Background
College student moving into first apartment
Personality
Trendy, creative, values design and aesthetics
Goals
Looking for furniture that is stylish and functional, but also affordable. Wants to create a space that reflects their personality and stays on-trend. Appreciates IKEA's modern and trendy designs, the ability to mix and match different pieces to create a unique look, and IKEA's emphasis on sustainability and environmentally-friendly products.
Empty Nester
Background
Retiree downsizing to smaller home
Personality
Practical, detail-oriented, values quality and craftsmanship
Goals
Looking for high-quality furniture that is stylish and functional. Wants to create a comfortable and welcoming home for himself and his guests. Appreciates IKEA's ergonomic designs and innovative features, their emphasis on sustainability and eco-friendly materials, and enjoys browsing IKEA's showrooms for inspiration.
Our initial research gave us a clear understanding of user expectations and information hierarchy, using this information we could provide some UX recommendations
We should consider how big this map is and how much visual real estate we are losing because of it.
Using what we learned above, we had a pretty good idea of what our users were expecting to see and in what order. We also met up with stakeholders along the way to balance the rest of the content on this page with business and store priorities.
If we prove this redesign is beneficial to a select group of stores in the MVP launch, we will be able to make a case to apply this redesign on a national and global scale.
After the local store's page redesign, there was a significant improvement in several key performance indicators (KPIs), indicating a successful redesign.
The number of visitors to the local store pages increased by 25% in the first month after the redesign
Bounce rate decreased by 15% after the redesign, indicating that visitors were finding the page more engaging and relevant.
Visitors spent an average of 30% more time on the site and visiting 20% more pages per session.
The site appearing on the first page of search results for several relevant keywords.
Overall, the local store page redesign led to significant improvements in website traffic, user engagement, and search engine ranking, ultimately resulting in increased sales and revenue. The new design successfully improved the user experience and made it easier for visitors to find what they were looking for on the site.
"I managed Frankelly for several years at IKEA. During this time, he consistently demonstrated initiative and dedication as a Senior Product UX Designer, particularly in his efforts to understand customer needs and align them with business objectives"
"His empathy and desire to understand the users resulted in intuitive and desirable interfaces that were quickly adopted by stakeholders. If I were to build my Product Team today, no doubt, Frankelly would be the first designer I would ask to come on board!"
"I had the great pleasure of being on the same team as Frankelly at eMoney. I found that his designs always addressed the various stakeholders' requests, while ultimately keeping the user in the forefront."
"Frankelly lives and breathes the user experience. He has an amazing talent for taking a challenging and cumbersome experience and turning it into something simple and enjoyable for all users."
"His passion for bringing joyful user experiences to everyone is what separates him from other designers. His keen ability to perform interviews and usability tests with users will lead to comfortable, well-designed user experiences."
"He is also a very wonderful person to work with. He is personable, collaborative, and supportive of all his teammates. He is eager to learn from others and has an excellent understanding of how to best partner with User Research."
"Working with Frankelly has been a true pleasure. He is super easy to work with, dedicated, hardworking, and shows a true eye for design. He always strives to create solutions that are both visually striking, but also simple and intuitive."
"Frankelly is a true team player and collaborator, he fostered a positive work environment and encouraged collaboration among all team members. His positive attitude and dedication to his craft made him a pleasure to work with."
I'm always open for new projects, collaborations, talking shop or
just a friendly hello 😊