In this project we had a mission to improve the company website and the internal system. Not just to refresh the aesthetic but deep understand the consumer behavior and show up the opportunities to optimize.
First step - Analisys
Some tools I used and their functions:
SemRush - provides insights into keywords and has a powerful analysis of competing sites, helping to position your site on Google, the famous SEO concept.
Google Analytics - showed the user access flow. The time elapsed on each page, and thus, which would be the best path, the most relevant pages and how to optimize the number of clicks until the desired information is reached.
Hotjar - installs a heatmap on the website and monitors user access, including mouse drag and clicks. The heat map was essential for us to confirm which blocks on the site were not being used much and again, what the best information architecture for the new site was.
heatmap example with hotjar.
Warmer colored areas indicate more clicks and more user attention.
Warmer colored areas indicate more clicks and more user attention.
We also conducted qualitative interviews
with heavy users of the system.
with heavy users of the system.
The store search area accounted for 40% of hits on the site, so it was clear that it should be the heart of the new site, with a more interactive interface and a quick and efficient search.
many typography test was involved...
...and then we work closely of IT team to develop the new internal system, optimizating the flows and generating more conversions.
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