UX/UI-improvements for
the mobile version of PROM.UA
During the UX/UI course in prjctr.com, we completed a couple of projects. One of the projects was for PROM.UA. It's a Ukrainian electronic commerce and cloud computing company. Our task was to analyze the current mobile version of the site using statistics and interviewing a product manager connected to the project. We had to give a deep brief of the current situation and show UX/UI-solutions that will improve mobile version.
#1 Main Page
The index page has high bounce rate compared to an average.
Hypothesis
Users are not interested in the main page. They are not properly targeted. There is a lack of motivation on the page.
Decisions
Make the main page more similar to the desktop version. Add categories ‘Popular’, ‘Watched’ and advertising blocks.
Expectation
Reduce bounce rate to average.
#2 Search
The little number of search users goes to the product page.
Hypothesis
Inability to refine the query within the category makes difficult to the user to work with search.
Decisions
Give to user ability to choose where exactly to search: on entire site or in the current category. Facilitate search and add tips.
Expectation
Increase number of transitions from search results to product pages.
#3 Region
The main part of users opens the list of regions and close after.
Hypothesis
It is difficult to find a city in a long drop-down list.
Decisions
Add search to the list of regions.
Expectation
Reduce a percentage of closing the dialog without choosing a city.
#4 Sorting and Filters
The part of users has a shallow depth of views.
Hypothesis
Filters and sorting are not easy to use: it is difficult to find the right filter, users do not see the chosen filter + users do not understand what is 'Region'.
Decisions
Add checkbox ‘Only with a photo’ and make it enabled by default for the categories where the picture is important. In the filters near the flag ‘Delivery from other regions’ add region switch.
Expectation
Increase conversion rate, decrease the time of choosing filters.
#5 Search Results
Difficulties with the ‘Show more’.
Hypothesis
A user does not find the right product on the first page of search results and has to continue loading goods. In our circumstances (slow mobile internet in Ukraine) it can take too much time. Also, the user wants to see the list of items depending on his habits and in a convenient way.
Decisions
Add switcher ‘List/Grid view’. The grid view arranges components in a two-dimensional grid that help us to show more products on one page.
Expectation
Reduce bounce rate on ‘The Search Results’ pages.
#6 The Pagination
‘The Search Results’ page grows without limits. ‘Back’ button on the product page directs the user to the top of the search results, but not to the place where he exactly came from.
Hypothesis
Users need the ability to continue view items from the place where they were redirected to product page.
Decisions
Аdd pagination controls.
Expectation
Reduce bounce rate on ‘The Search Results’ pages.
#7 Buttons on the Products Pages
Clicking the ‘Call me’ button is a rare event on product pages.
Hypothesis
People do not realize that areas 'Call' and 'Buy' are buttons.
Decisions
Make buttons more obvious.
Expectation
Increase conversion rate.
#8 The '<' Button
'The Description' page has a high bounce rate, especially for iOS users.
Hypothesis
Button ‘Back’ duplicates system back control function. It redirects user away from the site. This button is frequently clicked.
Decisions
Use breadcrumbs pattern instead of ‘Back’ button.
Expectation
Decrease bounce rate on landing pages.
#9 Product Description
'The Description' page has a high bounce rate, especially for iOS users. It should be noted that users from Ukraine have an average speed of mobile traffic 0.3 Mbit/s what can have a big influence on users behavior.
Hypothesis
The product pages often contain large images, long non-standardized text, and tables what makes viewing on mobile devices difficult.
Decisions
Show images as thumbnails with the possibility of full-size view, standardize text.
Expectation
Decrease bounce rate & increase conversion on the product pages.
#10 Size Charts
The ‘Description’ pages contain non-standardized heavy tables of size measurements.
Hypothesis
The difference of size charts confuses users, also, because of the pictures, the page loads slowly.
Decisions
Add standardized and individual size charts.
Expectation
Increase the speed of loading, increase the depth of view site.
#11 The Item Page, Photos
Users often click on the image to view it in full-size.
Hypothesis
Users leave the site after opening photos.
Decisions
Add a pop-up to display large photos with the possibility of sliding.
Expectation
Reduce bounce rate, increase the conversion.
Thank you!
