Overview
Approach
Website Functionality Analysis: Thorough examination of existing site capabilities.
Ergonomic Audit: Comprehensive assessment of user interface and experience.
Competitor Benchmarking: Detailed analysis of competitors for strategic insights.
User Interviews: Gathering direct feedback and insights from actual users.
Mockup: Crafting preliminary designs for the website's redesign.
Website Design and Launch: Successfully designing and deploying the new website on Shopify.
My Role
Prepare User Interview Guide
Ergonomic Audit
Market Research
Usability testing
Data Analysis
Wireframing + Web Design + Launch
SPORTSNATION.SHOP was grappling with UX challenges. The website struggled with ergonomic and navigational issues, along with conflicts between its applications and theme from Shopify. Additionally, their B2B services and niche sports offerings were not adequately showcased, indicating a need for strategic enhancements.
Our audit of SPORTSNATION.SHOP's website focused on both desktop and mobile versions using Bastien & Scapin's ergonomic criteria, revealing distinct areas needing improvement.
Desktop Version Findings: While basic site functionalities like product search and checkout processes were intact, challenges emerged in navigation and category management. The site's dual-menu system was found to be inefficient, and navigating within categories proved counter-intuitive. Additionally, minor display issues arose from conflicts between the site's applications and its Shopify theme.
Mobile Version Insights: The mobile version exhibited a lack of optimization, marked by display glitches and absent functionalities. Similar to the desktop version, the mobile site suffered from a monotonous visual design and an overly complex information structure, which could hinder user engagement.
In summary, our audit indicates that improving the visual aesthetics and streamlining the user experience are essential steps for enhancing the UX on both versions of SPORTSNATION.SHOP, with a particular focus on the mobile version, which currently provides a subpar user experience.
We interviewed six individuals to understand different consumer perspectives: three B2B clients of SPORTSNATION.SHOP and three potential B2C clients. These interviews provided valuable insights into the diverse needs of our user base.
During these interviews, we covered the following topics:
Purchasing process for sports articles
Information search on specific sports (i.e. Disc Golf)
Browsing experience on Sportira.com
Browsing experience on SPORTSNATION.SHOP
B2B scenario: searching for club stores, requesting quotes
INSIGHTS:
The B2B service is not prominently featured in this version of the site, and all users struggled with the task of requesting a quote.
Navigating between the different categories was complicated for some users. (2/6)
The site's design was considered too simple or minimalist, not engaging enough for a sports website. Users expect to see athletes in action on such sites, and more warm colors. (4/6)
Some users suggested highlighting the Quebecois aspect of the company, which they see as a source of trust, especially when the site offers payments in Euros and U.S. dollars. (2/6)
However, the site was praised for its ability to get straight to the point for the B2C aspect, known for its wide range of products and transactional efficiency. (5/6)
Additionally, all found the website very much like Amazon in terms of bulk product offerings and preferred the competition's website.
We conducted a competitive benchmark study focusing on sports equipment websites, customization specialists, and brands dedicated to specific sports.
The objectives were:
To identify common industry practices.
To gather innovative ideas applicable for SPORTSNATION.SHOP.
Gather information on B2B practices
Findings
Homepages emphasize lifestyle rather than products.
Use of images placing the product in its environment.
Use of images showing the product worn by athletes.
Spacious page layouts.
Products prominently displayed in large images.
This approach offers an opportunity for SPORTSNATION.SHOP in sports like disc golf, pickleball, and swimming, depending on photo or video availability. The strategy is to focus on conveying a mindset rather than a product catalog and using the homepage as an inviting showcase for further exploration.
In a tight timeframe, we swiftly created mockup frames and tested various Shopify templates to align with our design goals. Our approach was data-driven, utilizing insights from Shopify, Google Analytics, user feedback, market analysis, and client requirements. Nightly testing phases were implemented to assess our design in a real-world environment prior to the full product launch.
Some rough designs based on our market benchmark:
Homepage
The home page, a critical entry point with 28% of website traffic and a 2.2% conversion rate, had a high bounce rate of
41.7%. User feedback indicated needs for better visual appeal and clearer B2B service representation. Our efforts concentrated on enhancing page ergonomics and aesthetics using high-quality lifestyle images.
B2B Section
User interviews revealed 84% had difficulty locating the B2B section for club services. Our solution includes highlighting this on the homepage and introducing a "Personalized Equipment" section in the menu for better visibility and attracting customers. We also aim to assess the website's impact on increasing B2B clientele and its market contribution.
Navigation Bar
User interviews identified the website's high cognitive load from its complex navigation, with 15, 32, and 156 sections across three levels, hindering information access. We simplified this by reorganizing sections into a more intuitive tree structure, significantly reducing cognitive load and better highlighting the B2B aspect.
Old:
We restructured the navigation menu to simplify it and improve user experience.
The changes resulted in the following reductions in sections:
1st level: -47% (from 15 to 8 sections)
2nd level: -22% (from 32 to 25 sections)
3rd level: -93% (from 156 to 10 sections)
Most of the sections in the 3rd level were removed, as the filter system made them unnecessary.
New:
Mobile Version
The mobile version of was crucial, as it's the preferred medium for most users. Shopify Analytics from January 1 to June 17, 2021, shows mobile traffic dominates with 57.7% (9,757 sessions), compared to 38.2% from desktop and 3.8% from tablets. Despite this, its high bounce rate of 62% and low conversion rate of 1.3% highlight areas needing enhancement.
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RESEARCH / DESIGN / STRATEGY
