As the only UX Designer at Saje, I am responsible for designing all wireframes, interaction design, and pixel-perfect spec documents. I work alongside the Analytics/Product Manager to identify opportunities to increase conversion rate through A/B testing and behaviour analysis. I also work with the eCommerce Manager to design and execute campaign materials on Saje.com.
The homepage remains the top landing page on Saje.com and a large percentage of traffic has the homepage as one of their visited pages. It has undergone three transformations since re-platforming in 2016 and continues to be a focus of improvement.
The first change addressed the issues of encouraging scrolling, reducing distance to relevant content, and under-utilized space. The core focus of the Homepage v2 was to ensure that there were visual content hints above the fold and that content was displayed more horizontally than vertically.
The change from the second to third iteration focused on scroll depth. The new horizontal “Feel Better” map was highly engaged, but the rest of the homepage was not. According to scroll depth maps from our Hotjar tests, we saw a ~40% drop-off of users after the Feel Better map.
Another major issue with the design was that it wasn’t scalable. The mixture of various creative assets with white backgrounds made the page feel disjointed. This was especially noticeable on mobile* which, at this point, made up more than 50% of our traffic.
The intent of the most updated change was to focus on users new to Saje – to speak to them about our product offering, show them how our products worked through product application videos, then navigate them to category pages.
*There was also a keen focus on the mobile homepage experience. which is a bit challenging to show in this format.
- THIRD TO FOURTH
Currently, we are looking at iterating the homepage again with two key focuses:
To answer the core questions a new user has about Saje: “What does Saje do?”, “What are Essential Oils and why should I care?”, and “Where do I start?”
To serve up two distinct experiences for new and returning users that personalize the content shown, so to better serve the differing intentions between the two user groups. This would lay the groundwork for further personalizations depending on shopping behaviour, personas, and other variables.
Role in team
Interaction Designer, Visual Designer (UI), User Interviewer and Usability Test Facilitator, Front-end Developer