A luxury massage retail gallery store located in Dallas, Texas. Its mission is to bring healing and comfort to people’s homes by helping people find the perfect massage chair from a curated selection of world-class brands.
— objective —
Users did not spend more than a few seconds on the site before leaving. This meant no quality leads with minimal brand presence.
So, we aimed to increase user engagement on a specific product page by at least 20%.
— framing the problem —
But first we asked ourselves,
What do customers need to know and what do they want to see?
Research
— field observations —
Customers buy massage chairs that feel unique and sturdy over how many features it has.
We observed that all 8 out of 10 buying customers focus on how their chosen massage chair can alleviate their pain in a way no other chair can.
Customers also were concerned about the longetivity of the massage chairs by asking questions like, "What's included in the warranty" and "How long does a massage chair usually last?"
— expert interviews —
Experts say, there are typically only 1-3 features that make a massage chair unique.
Product experts say that each massage chair's massage style can be differentiated through 1-3 features.
This makes it easier to match a chair to a customer's individual needs, and also allows customers to focus on just a few features without feeling overwhelmed.
Design Evaluation
— evaluation —
Initial evaluation on original design.
overall lack of visual hierarchy
vague button copy
no price (intentional, yes - but confusing for customers)
no call-to-action (CTA)
high-quality pictures, but none of the product
Where to improve.
include vital information (warranty information, unique features, product pictures, etc.)
add call-to-action (CTA) for lead generation
use simpler yet meaningful language to describe products to customers
use clearer language in button copy
Design
— brainstorm —
Initial sketches.
information hierarchy inspired from competitors
used Crazy 8 sketches to brainstorm new layouts
gained input from product experts
— prototype —
Feedback + Iteration.
task-based semi-structured interviews w/ users
informational interviews w/ product experts
preference testing
Final Designs
Results
133%
7m 37s
5m 29s before
QUALITATIVE INDICATOR
Quality leads from repeat visitors.
According to qualitative findings (i.e., screen recordings, heat maps, and click maps), customers were more likely to scroll through pages with visual elements like pictures, GIFs, and videos.
Store associates also reported after 6 months that inquiries about this specific product increased by ~16%.
