2.7x growth through UX optimization
PROJECT MANAGING / RESEARCH / HF DESIGN
Improved the user experience to encourage box purchases, increasing average purchase price.
VIEW PROJECT PDF
Overview
WOOJOO is a B2B E-commerce platform that primarily sells a variety of imported food ingredients, including cheese and pasta. Its primary customers are restaurants and schools that require bulk purchases.
In this project, I improved the user experience to encourage box purchases, increasing average purchase price.
Business Goal
How can we increase the average price per guest?
User Research
User Journey Map
| Stage | Access to the site | My previous orders | Product detail page | Shopping cart | Purchase |
|---|---|---|---|---|---|
| Actions | Browse main page | Open product page | Select quantity | Final check product lists | Final check pre-entered shipping details |
| Interested in main banner | Click 'Add to Cart' | Select payment method | |||
| Scroll down to get info | Complete purchase | ||||
| Feelings | 😍 | ||||
| 😐 | 😐 | ||||
| 😟 | 😟 | ||||
| Pain Points | No regular updates. No need to browse bottom page | Don't remember when I bought what | Back and forth to add other products | Complicate to edit orders | If user want to change the payment method, they need to fill out new information |
| No chance to view other product pages | |||||
| Opportunities | Make a regular update to vitalize the site | View order details on hover | Add a section to exposure other products | Make it editable in shopping cart page | Remember the information of each payment method |
Problem Statement
Current users often reorder from their past orders. But this makes it harder for them to see bulk or other products, which lowers chances for discovery and extra sales.
😟
Back and forth pages to add other products
😟
No chance to view other product pages
Industry Research
Coupang
Kurly
Walgreens
Impact
We saw page exposure for some product categories increase by up to 2.7x, the number of carts added increased by over 55%, and the number of actual purchases also increased.
This positive outcome not only increased product exposure but also drove customer interest and purchasing behavior.
Page Exposure
x 2.7↑
As exposure increased, the number of actual orders also increased, resulting in a positive purchase conversion effect.
Carts Added
55%↑
The increase in shopping cart additions indicates that customers are more interested in the product than before. This suggests that the boxed product information banner has had a positive effect in attracting customers' attention.