Superhero KIDS
A comprehensive UX and Usability audit for the high-end fashion brand.
When company Superhero KIDS, which had recently launched offering high-quality children's clothing, noticed alarming sales declines right from the start, immediate action was deemed necessary. A thorough UX/Usability audit was initiated to identify the key issues affecting their initial conversions. The analysis focused on identifying obstacles on the site that deterred potential customers and proposing strategic changes. These changes were aimed not only at correcting mistakes but also significantly enhancing the entire shopping experience to ensure a better start for their online presence.
Results and outcome:
The audit identified key UX issues and offered improvement suggestions.
Implemented changes drastically improved conversions, sales levels, and organic traffic.
Services provided:
UX/Usability audit
Recommendations
Understanding the Brand
Before commencing the audit, I thoroughly familiarized myself with the brand's specifics to understand how the company aims to position itself in the market and the values and image it seeks to represent. I also examined the profile of the target users, focusing on their needs, preferences, and behaviors, which allowed me to better tailor the audit process to the expectations and requirements of this specific group.
This analysis was crucial to ensure that the recommendations would not only be technically sound but also align with the brand's long-term strategy and effectively meet the needs of its users.
Audit
During the comprehensive audit, it was discovered that the website faced a range of critical challenges that severely impacted its usability and customer engagement. Chief among these were ineffective communication that failed to clearly convey the brand's message and offerings, a noticeable lack of popular payment options and essential features that users have come to expect, and numerous navigation errors that made browsing frustrating.
Additionally, the audit uncovered a variety of visual issues, including insufficient contrast that hindered readability, suboptimal visibility of key information, and product images that were poorly cropped, all of which contributed to a less than optimal online shopping experience. Addressing these issues was identified as crucial for enhancing the site's usability and improving the overall customer journey.
Results
The audit unveiled nearly a hundred errors spanning various categories, revealing a complex landscape of issues that ranged from minor usability nuisances to significant navigational barriers. These findings underscored not just the scope of improvements needed but also the potential to dramatically enhance user experience across the board.
Equally extensive were the recommendations provided, meticulously tailored to address each identified problem. This comprehensive suite of solutions aimed not only at rectifying the current usability shortcomings but also at laying down a robust foundation for the brand's future digital strategy, ensuring a more intuitive, engaging, and seamless interaction for all users.
Outcomes
The implementation of changes recommended after the audit significantly impacted the website's performance, leading to a noticeable increase in conversion and sales rates. This growth not only confirmed the effectiveness of the improvements made but also indicated a substantial enhancement in user experience.
These changes, including interface optimization and the streamlining of purchasing processes, positively affected navigation ease and product accessibility. The outcome was not only an increase in business efficiency but also the fostering of greater customer loyalty and an improvement in the overall usability of the site.