This project is about the redesign of the Best Buys homepage, a subdomain within Daily Mail aimed at assisting customers in their purchasing decisions.
The project started with user research made a talented UX Designer who left the findings and I was responsible to combine use these findings to develop a new design that would enhance the homepage's user experience and overall increase engagement and conversions.
Research findings
I started the project with analysis of the research findings, that consisted of usability tests conducted on the live page, accompanied by interviews to gather valuable user feedback. The following findings provided crucial insights into the existing pain points and usability issues:
1. User interviews revealed that readers do not trust the content and perceive it as sponsored.
2. The visual organisation of the page was confusing and overwhelming.
3. Readers were unsure about what to expect from the page.
From the research findings, the process started.
Previous version of the page - Homepage
Problem
I used the findings to formulate the problem we aimed to solve: the website lacks reader engagement, resulting in low conversion rates (clicks).
Hypothesis
From the analysis of the findings, I formulated the main hypothesis of could be causing the issues found about readers perception, and that was affecting the page performance:
1. The lack of identity as a subdomain of a news website may cause a lack of trust among readers.
2. The homepage, as the first viewed page, is not engaging enough.
3. Readers do not see or notice upfront content available on the page.
4. The lack of organisation and unclear structure demands more cognitive effort from readers.
5. Readers do not notice the introduction of Best Buys and is not very clear what is the page's value proposition, and this may impact engagement negatively.
Design Process
In the process I generated ideas to address the identified issues and work on proposals of solutions for the hypothesis:
1. Establish trust by showcasing real people behind the articles and recommendations.
2. Provide social proof and enhance expertise, authority, and trust (EAT) content that would also help us with SEO.
3. Increase engagement by incorporating interactive and engaging content.
4. Improve the structure and organisation of content to reduce cognitive effort.
5. Set users expectations about available content inside the website by showing what they can find from the Homepage and not only rely on the menu navigation.
6. Introduce Best Buys properly to strengthen the value proposition.
7. Enhance conversion by highlighting relevant content and providing internal links for navigation.
Previous version of the page
In order to explore the ideas I also did a competitor's analysis to understand how others portals used for people as source of information that support purchase decision, and analysed how they approached similar issues.
Based on that it was possible to clearly define solutions of how to tackle the issues, and the redesigned structure and organisation was defined to address user needs and preferences. The key modifications included:
- Create a "Meet the team section" to establish trust and authority showing real people behind the content
- Create sections for Social proof indicators (e.g., number of readers) to support with trust
- Have the most read/popular articles as a carousel as interactive element
- Sections dedicated to seasonal/limited offers and deals to highlight relevant content
- Categorised content sections according to shopping categories to better present what is available
- Clear value proposition for Best Buys upfront and with higher contrast on the page, to be easily noticed
- Navigation links using chips based on shopping subcategories to better present content and support navigation
Ideation
During the ideation phase of the Best Buy project, I delved into the creative process of generating design ideas that would address the identified challenges.
To ensure consistency and adherence to visual guidelines, all the design ideas were created within the previously established design system to maintain a cohesive and recognizable visual identity, aligning with the Daily Mail's brand while also providing a seamless transition for users.
Multiple versions of the designs were created, each presenting a unique approach to solving the identified issues. These versions incorporated different layouts, color schemes, and interaction patterns, offering a range of options to choose from. By exploring diverse design solutions, I aimed to find the most effective and appealing way to address the issues found.
Second iteration
Validation process
1 - Stakeholders
Once the design ideas were developed, I engaged stakeholders in the validation process. Through collaborative discussions and feedback sessions, we sought to understand the feasibility of the proposed solutions and gather insights into the roadmap for future iterations. Stakeholder involvement was crucial to ensure that the designs aligned with technical constraints and business objectives.
2 - Design Critique
Additionally, I conducted a design critique session with other designers from GSG using a framework and template in Figma created by me, and this session provided an opportunity to receive constructive feedback and refine the design concepts further. By leveraging the collective expertise and perspectives of the design team it was possible to identify areas for improvement, refine the details, and enhance the overall effectiveness of the design solution to ensure user needs were properly addressed.
Final version
During the final phase of the Best Buy project, we worked closely with the development team to bring the design solutions to life. Through collaborative discussions and careful planning, we determined that the implementation of the changes would occur in two steps, with a 1st and then a 2nd iteration to achieve the final version we wanted, and in between the iterations we would track performance to understand if we were going into the right direction before investing a lot of engineering efforts for the final and optimal solution.
1ST ITERATION
In the first phase, we focused on adapting the existing components to accommodate the new content and necessary modifications. This involved:
- Revamping the "Meet the team" section to provide readers with a glimpse into the people behind the articles and recommendations.
- We also introduced the carousel feature that showcased the most read and popular articles, ensuring that engaging content was prominently displayed.
- Additionally, we organised the content into sections based on shopping categories, enabling users to easily navigate and discover relevant information.
- To enhance the user experience further, we integrated navigation links in the form of chips, allowing users to explore specific subcategories within the shopping domain.
The page is live now here.
First iteration
First iteration
First iteration
First iteration
2ND ITERATION
The second phase of the project aimed to introduce additional enhancements and finalise all the defined solutions. This phase would further elevate the user experience and strengthen Best Buy's online presence by incorporating the following elements:
1. Showcasing Social Proof elements - such as displaying the number of readers. By highlighting the popularity and reach of the platform, users would be reassured that the content resonates with a wide audience, further motivating them to engage with the articles and recommendations.
2. Demonstrating Authority: In order to establish Best Buy as a reputable source of information, we suggested showcasing the number of articles available. This would emphasize the platform's authority and expertise, assuring users that they have access to a comprehensive range of relevant content.
3. Seasonal/Limited Offers and Deals: To capture users' attention and leverage opportunities for increased engagement and also conversion, we would have a a dedicated section for seasonal or limited-time offers and deals. This would provide users with exclusive discounts or promotions, creating a sense of urgency and driving conversions.
4. Value Proposition Section: To clearly communicate Best Buy's unique selling points and value proposition, we proposed the creation of a distinct section that prominently highlights the essence of what Best Buy is and the benefits it provides to its users.
Second iteration
The new page proposal adhered to the existing Design System, ensuring consistency with Daily Mail's UI guidelines and overall brand aesthetics and also addressed the issues found on research. However, in order to validate the final design with real users, a usability testing was planned with the assistance of Faisal Ahmed, the other UX Designer on the team.
The usability testing plan encompassed a combination of open-ended and closed-ended questions, accompanied by visual stimuli such as screenshots of the redesigned page. This approach aimed to gather user insights on content comprehension, emotional responses, and expectations regarding the new sections and buttons. The findings from this testing phase would serve as valuable input for further iterations and refinements.
Conclusion
This project aimed to enhance reader engagement, improve conversion rates, and establish a more user-friendly and trusted platform.
From the user research findings I identified key areas for improvement and developed innovative solutions that were implemented in a phased approach. The design process involved collaboration, particularly with the involvement of Faisal Ahmed, and validation with refinement to ensure a successful outcome. With the first iteration live and the second iteration planned, the project is ready to deliver an enhanced user experience and drive positive outcomes for the company.
Unfortunately I lack pictures of the ongoing process using Miro to organise analysis and research and other tools however I tried to showcase the process in the best possible way.
