Quick Actions Improvement

Homepage Improvement for the B2B commerce platform for pharmacies in Southeast Asia

Problem

The application homepage currently has quick actions on the top of the page. The previous concept was the icon that displayed on the homepage. It was ranked the lowest, with 0.09% conversion to clicks meanwhile, search ranked first with 35.19% conversions.

Solution

To redesign quick action on the homepage and allow it to customizable through the marketing dashboard, we assist the marketing team in developing marketing strategies to target potential customers. These outcomes should result in customer loyalty.

As a result, it may contribute to revenue growth.

Type

Mobile App and responsive website (content management platform)

My role

Senior UI UX designer

What I did

Benchmarking, User Stories, Wireframes, Interactive Prototypes, User Testing, UI design

Impact

  • Increase overall CTR of Home Squares by 50%
  • Assist the marketing team in developing marketing strategists to target potential customers. As a result, it may contribute to revenue growth.

The process

Problems

Scoping the problem

Based on the user research result, Most of the user search for a product using a search bar more frequently than category icon on the homepage and the result would come up right away once they typed the product’s name.

According to quick action optimization data, quick action’s click-through rate (known as category listing) was ranked on the lowest track on the platform using Mixpanel, with 0.09% conversion to clicks after viewing the home page. meanwhile, Search ranked first with 35.19% conversions.

The Pain Point

Understanding the users

At the start of competitive audits, I go through all the known e-commerce platforms and observe their working.

We found that personalization becomes more popular, customers are becoming less accepting of generic advertisements, resulting in a low click-through rate on the quick actions on homepage when compared to other call-to-action buttons.

Following the defined in the pain point, my colleague and I started working on the wireframes for the app interface start to create user journey on Figjam for this project

Prototype of the solution

I have directly started with the prototype on Figma.

To identify improvement opportunities and to know whether the design solves the problems and is easy to use for users. We have conducted a usability test.

During the prototype process, as this project should be customizable for the marketing team.

I also developed the guidelines for icon height and width dimensions, as well as guidelines for graphical elements.

Usability Test

We want to evaluate the usability of the platform by testing users’ activity and based on the result, we can conclude that all of the user were able to slides to find other categories which not shown entirely in the homepage.

This project is still in progress and we will start having some meaningful insights as the number of click-through rates is growing.