Oh Lily! is facing low conversion rates on its website. This project focuses on uncovering the root cause of the issue.
Oh Lily! - 2022 - UX/UI designer
Process
Oh Lily! is an entrepreneurial company based in London that promotes and sells water lily seed snacks. However, their website has low conversion rates.
After meeting with the client to understand the problem from their perspective, I interviewed five typical target consumers. The goal was to gain a better understanding of their needs and buying habits regarding healthy snacks.
As a team, we took note of key quotes and observations from the interviews and organised them into an Affinity map. This helped us identify common themes in the user experience and extract valuable insights. I created a Persona and Journey map, highlighting the importance of users' initial website interactions for retention and conversion.
During this process, we identified a major problem: the website lacks sufficient information and trust in Lily seeds, which are a relatively unknown product.
To address this issue, we designed two prototypes with different levels of information about the product and conducted a Conceptual test to validate our hypotheses. We developed a new set of questions to gauge the interviewees' perception of these initial wireframes. Using these insights, we were able to provide the client with recommendations.
My takeaways
Not every company or business owner considers conducting comprehensive user experience testing of their platform. However, testing and gathering insights from users is undoubtedly an efficient method for finding design solutions and revealing underlying conversion problems.
This project was conducted fully remotely as part of a UX bootcamp supported by my workplace.