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Improving the DealsPlus Homepage Experience

 

Role:
UI/UX Designer

Responsibilities:
UX Design, Visual Design

Year:
2015 - 2017

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Overview

Sazze, Inc. is a parent company of various E-Commerce websites. I worked on several different products at Sazze, but was primarily a designer for DealsPlus: A hub for deals, coupons, and trending e-commerce news.

I was given the opportunity to shape the user experience of DealsPlus during Sazze's growth period.

Problems

"Users have a difficult time navigating through a variety of deals/coupons and identifying the most popular, exclusive, and recent offers."

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Hypothesis

"By directing our users toward the "right" content, users will be able to save money on their purchases."

Solutions:
1) Highlighting/Denoting "Specials" / "Exclusives / "Recent Coupons"

2) Defining and differentiating Deals vs. Coupons vs. Codes, etc.

3) Layout, organization and hierarchy - Macro and Micro levels - Single Offer vs. Multiple Offers, Blog Content, Amount, etc.

Process & Limitations

I collaborated with the CEO, Product Manager, and Software Devs. We had an assortment of data for click-through, bounce, and conversion rates that informed us on how our users were interacting with our website. Because of our small team and limited resources, we did a lot of internal user-testing and design reviews. Google Optimize was what we used when we did A/B testing on designs. Our visitors ranged from 50k-80k per day which allowed us to get a decent sample of feedback whenever we implemented a design.

Users

• 70% of our users are female and 30% are male

• The median age of our users is 30

• The average annual income of our users is $80,000

1st Pass

Below is one of the several first passes I did. However, after reviewing more with the team, we ran into several different suggestions and problems of what the management/scalabilty would look like.

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Re-evaluations & Notes

"We needed go back to the drawing board."

Because of the complexity of DealsPlus and how pages were set up in the past (spaghetti code upon spaghetti code) Some things could not be "moved/restructured" because of the "general success" the backend and SEO rooted itself in.

Because DealsPlus is dependent on good SEO, we needed to be careful on drastic changes of any kind, big or small.

 

Pivot and Pass after Pass

"Email-marketing was a key driver for Users to re-engage with DealsPlus."

Knowing that an actual overhaul of the DealsPlus website experience was far from reach, one pivot DealsPlus took–during these explorative days–was focusing on the most popular/top deals & coupons. We found out that Email Marketing was where our main conversions came from. Here are some of the iterations that we went through.

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Results & Afterthoughts

The changes below were implemented. One of the key additions was the Email Sign-up box above the fold, which significantly improved our daily lead generation by 76%—1700 signups to 3000 signups per day.

Users also showed more engagement as the likes, comments and usages improved by 15%-20% for Today's Top Picks.

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