SAVR Recipes
Vélo is an e-commerce bike platform. They need to redesign their website to improve their product’s usability and increase sales.
Problems
Data that shows 50% of users open on average 7 item pages and then abandon the site without moving any items into the cart.
The team hypothesizes that users are unable to determine which bike is best based on relative features.
Additionally, 70% of users who place an item in the cart do not purchase it.
Data shows that users abandon the cart at the registration page. Right now, users must make an account to purchase.
Goal
Improve the conversion from browse to completion of checkout.
Increase revenue on the product’s mobile-web experience.
Simplify the checkout experience, especially for guests.
Ensure guest checkout captures e-mail address.
Target User
24 - 38 years old
72% men
high income earners
take biking very seriously
Persona
The user research stage of Cactus' development process involved conducting interviews, surveys, and usability tests with individuals who manage the finances for themselves and their families.
During the interviews, I asked questions about their end-to-end journey when managing their spending with a specific interest in subscription or repeating payments. I asked about their preferred methods of financial tracking, as well as their pain points when it comes to managing money.
The Expert
Age: 38
Knows what he's shopping for and has done the research for specific bike parts, frames, etc.
Has a specific ride, race or trail he is shopping for.
The Newbie
Age: 24
He is looking for his first bike.
Needs to review each spec and have guidance through the shopping process.
Shopping within a budget.
The Scholar
Age: 48
In the research phase and browsing parts and models before committing to purchase.
Needs reliable information, spec grid, and reviews in one place.
Finally, we conducted usability tests to gather feedback on the app's design and features. We observed users as they interacted with the app and asked them to provide feedback on their experience.
Wireframe
I developed a style guide that would provide guidelines for all visual design decisions. The style guide included a color palette, typography, and iconography that would convey the app's fun and playful personality. I also established guidelines for how these design elements should be used across different screens and layouts, ensuring a cohesive look and feel throughout the app.
Style Guide
Final Design
The main screen displays all the necessary information at once, including the number of words learned, the number of words in training, and the button to access training. To make the app more engaging, we added a system of levels and rewards as a game element. Additionally, we included an extensive library of texts, featuring excerpts from popular shows, movies, cartoons, books, and magazines to provide users with a variety of materials and keep them interested in the app.
When users navigate to the dictionary, they can easily see the number of new words added and the source text from which each word was extracted. To help users memorize new words, we use a flash card technique that presents the word, its pronunciation, and multiple translation options. Our app also includes a special algorithm that tracks the number of correct answers, allowing users to evaluate their progress and level of memorization. To make it even more convenient for users, we include a special icon next to each word in the list that indicates how well it has been memorized.
When users navigate to the dictionary, they can easily see the number of new words added and the source text from which each word was extracted. To help users memorize new words, we use a flash card technique that presents the word, its pronunciation, and multiple translation options. Our app also includes a special algorithm that tracks the number of correct answers, allowing users to evaluate their progress and level of memorization. To make it even more convenient for users, we include a special icon next to each word in the list that indicates how well it has been memorized.
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