Marcelo Cazon Portfolio | UX Designer

PROJECT

Research
Contract
Team Project
_{PDF - Case Study}

MY ROLE

UX Researcher
- Google Analytics
- Hotjar Heatmapping
- Usability Testing Videos
- Website Usability Analysis

PERSONAL CONTRIBUTIONS

Google Analytics Report
Heatmapping Report
3 User Flow Diagrams
Usability Testing Video Insights-6 Video Analysis

TOOLS

Google Analytics
Hotjar
Userlytics
Lucidchart
Keynote - Apple

THE CHALLENGE

HOW MIGHT WE BE ABLE TO IMPROVE USER EXPERIENCE ON THE CLIENT'S WEBSITE AND INCREASE AWARENESS OF THEIR PRODUCT TO THEIR TARGET AUDIENCE?

DEFINING THE PROBLEM

As the Lead UX Researcher for this project, I was tasked to find a solution to this client's problem based on Quantitative and Qualitative research. The challenge on this project was to find out why this specific client was having a hard time acquiring new consumer leads, and why there was so little engagement on their company website.

THE RESEARCH PROCESS

1) Secondary Quantitative Research

Data Analysis - Google Analytics
- Behavior, Device, Demographics

2) Secondary Qualitative Analysis

Heatmapping
User-Flows

3) Primary Qualitative Research

Usability Testing Videos
Video Analysis Insights

1. GOOGLE ANALITICS

We used Google analytics mainly to look for problematic pages with high bounce rates and Drop-offs. Our main objective was to see if any important pages were experiencing high bounce rates, additionally, we also looked at the page-views so we could see how much interaction these pages were creating. The Drop-off data we collected helped us identify pages where users only looked at a page and were exiting without moving forward to a second page.

2. HOTJAR ANALYSIS

After reviewing the site through Google Analytics and finding the problematics pages, it was time to confirm our first findings through HotJar and checking how users were viewing the site. The site's image viewing tools and hyperlinks were amongst the most interacted items throughout the site, these confirmed our initial Google Analytic findings were Photography and Typography were the reason for the unusual high bounce rates and drop-offs.

GOOGLE ANALYTICS AND HOTJAR INSIGHTS

Update Hero area with imagery, headlines, and CTAs
Avoid Repetition in photography on tent types
Update photography to emphasize Story, Scenery, and Adventures
Organize pricing and create unique buttons for each tent option
Create separate pages with pricing options for tent and packages
Be more strategic with the typography.
Use design practices to improve the responsiveness of copy
Organize hierarchy to reduce confusion with typography
Create a CTA hierarchy of primary, secondary, tertiary, and text link CTAs
Avoid underlining words, as this could look and feel as valid links to users

VALIDATING RESEARCH - USER FLOWS

After recognizing and locating the site's problematic areas I needed to create user flows based on the target audience and personas. I developed 3 different user flows from 3 different personas, and each user flow was based on specific issues the site had. The user flows would attempt to validate our research findings through the usability testing video sessions.

3. USER TESTING AND VIDEO ANALYSIS

With data collected from Google Analytics, Hotar, and the creation of our user flows, we were ready to start the final phase of our research study. We use the software tool "Userlytics" which allowed us to get answers from our specific target audience. The findings we collected through the user testing videos supported our research findings, and we were confident enough to start working on possible solutions.

THE SOLUTION - TELL YOUR STORY

From all the insights I gathered 4 details stood out the most and those were: typography, photography, diversity, and lack of story. The lack of hierarchy and organization with typography, the repetitiveness of photography, lack of diversity, and the feeling that the site was selling furniture instead of an experience, were the main reasons why this site was losing its consumers.

THE SITE NEEDED TO CREATE MEANINGFUL CONNECTIONS WITH ITS TARGET AUDIENCE BY TELLING A STORY THROUGH THE USE OF PHOTOGRAPHY AND WELL PLACED TYPOGRAPHY.

THE OUTCOME

After presenting our findings to the client and suggesting our possible solutions, the client followed through with the most important issues of the site which were typography, diversity, and telling a story of their business. In late 2020 the client "UNDER CANVAS" was recognized amongst the top best resort properties in the world.