Data Driven Design Delivers Higher Engagement Metrics

Using real world website analytics data in combination with best practiced UX benchmarks to drive design decisions.

Data Driven Design Delivers Higher Engagement Metrics

Using real world website analytics data in combination with best practiced UX benchmarks to drive design decisions.

Organisation

Alshaya Group

Organisation

Alshaya Group

Project

Foot Locker MENA

Project

Foot Locker MENA

Platform

Web, Mobile App

Platform

Web, Mobile App

Product Design Lead

Product Design Lead

Area of Expertise

UX/UI Design, eCommerce

Area of Expertise

UX/UI Design, eCommerce

The Challenge

Foot Locker (MENA) faced declining engagement, resulting in lower conversion and higher customer dissatisfaction. The challenge was to leverage existing data to uncover insights that would inform design decisions while adhering to UX best practices and satisfying business goals.

The Approach

We synthesized website analytics to identify user behavior and key drop-off points in the sales funnel. Benchmarking against best practices helped us quickly pinpoint friction areas affecting engagement. We conducted user testing with prototypes to validate design hypotheses and ensure user-centered solutions, before moving forward.

The Response

We delivered an optimised funnel, with focus on the product detail page. We saw a significant jump in; time-on-site, scroll depth, click-through and conversion rates, and a not-able decrease in bounce rates. Post-launch fixes enabled us to further refine our solutions, ensuring long-term success in engaging Footlocker’s sneaker hungry audience.

My Contribtion

Redesigned Product Detail Page: Optimised for Conversion

Enhanced Galley, Size Selector and Social Proof

Dynamic Delivery Propositions, based on location and stock availbility

Shop the Look: Social Commerce integrated with Bazaarvoice

Personalized Product Discovery integrated with Dynamic Yield

My Contribution

  • Responsible for end-to-end interface design delivery and creative direction.

  • Supply high fidelity screen variants, progressions and flows for iOS, Android mobile app and responsive web.

  • Build high fidelity prototypes for testing and validation.

  • Define and maintain bilingual style guides.

  • Manage and own component libraries.

  • Manage developer hand-off, tools and process.

  • Manage and own design team Jira and Confluence spaces

  • Update and track assigned dev team Jira tickets.

  • Collaborate and coordinate with design counterparts, product and program managers, business analysts for end-to-end delivery.

  • Manage and direct subordinate designers.

  • Work alongside web, iOS and Android developers to deliver cross platform implementation.

  • Ensure successful user acceptance and quality assurance testing.

  • Manage go-live and brand handover activities

  • Monitor and track post launch implementation.

Deliverables

  • Low fidelity wireframes and journey maps

  • High fidelity screens for responsive web and mobile app experiences

  • Style guide, design system and component library

  • Developer handover documentation

Delivery Team

Product Design Lead, UX Designers (1), UI Designers (1), Product Owners (1), Project Managers (1), Business Analyst (1), iOS dev (2), Android dev (2), Web dev (2).

Timeline

Scope definition to stake-holder acceptance, 2 months.