City Experiences
Homepage

One of my first tasks was to audit the homepage for both desktop/mobile and share some key insights I could find by looking through the data they could provide me from Crazyegg, Tableau, and Google Analytics.

Before

After

Let's Make a Home

Before starting, I asked key questions about the homepage's goal to ensure we aligned on objectives for validation. Users reported navigation issues, so we needed to identify which products to highlight and what to feature above the fold. Our goal was to improve user experience, we measured by a lower bounce rate and few frustrated clicks.

Project Length

2-3 Weeks

Tools

Google Analytics, Crazy Egg, Figma, Tableau

Team/Role

UX Designer tasked with collaborating with E-commerce Manager, Marketing Content, Product Manager, and Engineers.

Goals

Create a homepage that uses best UX practices, ADA Compliance, and help users find the experiences they are looking for. Decrease bounce rate.

Making the Data My Home

I spent a day reviewing Crazyegg user footage, heatmaps, and Tableau/Google Analytics data to understand how users interacted with our homepage. I aimed to enhance the experience by identifying unused features and how far users scrolled. I also analyzed user flows, comparing those who completed checkout to those who bounced. This data would be valuable both now and in the future.

Some simple changes that had a significant impact.

In red, we had two competing search boxes that split the users.

In blue, we had a global navigation issue with alignment, icons, text, and menus.

In green, we had top destinations and other categories below that were put just because that is what the third party told them to do without data.

Let's Mobilize

Designing is a team game, so I made sure to meet with the engineers with my ideas. I asked if my design was doable with our time constraints and code. As I heard some of the issues, I created with some of their concerns in mind.

Our mobile users behaved slightly differently from our desktop users. Most of our mobile users preferred to look for events near them instead of top destinations.

I led a design workshop with stakeholders and other team members to generate investment and excitement in the designs. These were concepts and not complete. Once we finalized them, we a/b tested them and ended up with the bottom right design.

Winner in a/b testing

The Home Stretch

I worked with the engineering team to ensure the designs were implemented correctly. It was truly a team effort and the results for the design were positive. In the following month we saw:

15% decrease in bounce rate.
There were fewer complaints from customer service about functionality on the mobile homepage.
Less frustration clicks from Crazy Egg.

Our desktop homepage resulted in positives as well:

13% decrease in bounce rate.
There were fewer complaints from customer service about functionality on the desktop homepage.
Less frustration clicks from Crazy Egg.
Increase in conversions for products added to the slideshow.

Homework

After two months of data, we revisited how the desktop and mobile homepage were performing:

Both had decreases in bounce rates that were staying in a reasonable range.
Customer service had a significant reduction in complaints regarding the homepage.
Increase in conversions for products added to the slideshow for desktop.
I found that specific images had more impact than others in the slideshow. I proposed a change to the A/B test, and after validation, we made the change. The product started performing better.
When scrolling, users didn't interact with one of our marketing banners. I suggested that the type of image we use greatly impacts users. I changed the image to see an improvement in engagement with the marketing banner. This data was verified through user interviews and quantitative data.

City Experiences Homepage

One of my first tasks was to audit the homepage for both desktop/mobile and share some key insights I could find by looking through the data they could provide me from Crazyegg, Tableau, and Google Analytics.

Before

After

Let's Make a Home

Project Length

2-3 Weeks

Tools

Google Analytics, Crazy Egg, Figma, Tableau

Team/Role

UX Designer tasked with collaborating with E-commerce Manager, Marketing Content, Product Manager, and Engineers.

Goals

Create a homepage that uses best UX practices, ADA Compliance, and help users find the experiences they are looking for. Decrease bounce rate.

Making the Data My Home

Some simple changes that had a significant impact.

In red, we had two competing search boxes that split the users.

In blue, we had a global navigation issue with alignment, icons, text, and menus.

In green, we had top destinations and other categories below that were put just because that is what the third party told them to do without data.

Let's Mobilize

Designing is a team game, so I made sure to meet with the engineers with my ideas. I asked if my design was doable with our time constraints and code. As I heard some of the issues, I created with some of their concerns in mind.

Our mobile users behaved slightly differently from our desktop users. Most of our mobile users preferred to look for events near them instead of top destinations.

I led a design workshop with stakeholders and other team members to generate investment and excitement in the designs. These were concepts and not complete. Once we finalized them, we a/b tested them and ended up with the bottom right design.

Winner in a/b testing

The Home Stretch

I worked with the engineering team to ensure the designs were implemented correctly. It was truly a team effort and the results for the design were positive. In the following month we saw:

15% decrease in bounce rate.

There were fewer complaints from customer service about functionality on the mobile homepage.

Less frustration clicks from Crazy Egg.

Our desktop homepage resulted in positives as well:

13% decrease in bounce rate.

There were fewer complaints from customer service about functionality on the desktop homepage.

Less frustration clicks from Crazy Egg.

Increase in conversions for products added to the slideshow.

Homework

After two months of data, we revisited how the desktop and mobile homepage were performing:

Both had decreases in bounce rates that were staying in a reasonable range.

Customer service had a significant reduction in complaints regarding the homepage.

Increase in conversions for products added to the slideshow for desktop.

I found that specific images had more impact than others in the slideshow. I proposed a change to the A/B test, and after validation, we made the change. The product started performing better.

When scrolling, users didn't interact with one of our marketing banners. I suggested that the type of image we use greatly impacts users. I changed the image to see an improvement in engagement with the marketing banner. This data was verified through user interviews and quantitative data.

City Experiences
Homepage