User Flow Streamline
End to End Design Process
Spearheaded the redesign of the homepage using data-driven, multivariate testing strategies to streamline the user fllow at the main point of entry.
We found that having a homepage and a separate landing page for each gender (men, women, kids) unnecessarily extended the user flow for customers to get to products. It was also difficult for internal teams to maintain consistent updates across 4 different pages at a weekly cadence.
I worked closely with content and data analytic teams to test having one homepage. Testing was successful and implemented.
Launch led to:
- an increase in user engagement
- a lift in conversion rates
- streamlined content updates and maintenance.
