2019, Dublin, Italy
As the principal Product designer in the Desktop and mobile engine product, I facilitated the sessions that lead to the definition of the problem, produced wireframes and prototypes, prepared the unmoderated user tests and delivered the final designs.
I worked with Marketing, Engineering and Insights teams in a cross-functional team specialised in performance optimisation through A/B testing.
In early 2019, due to technical constraints, the user interface of the main product provided a primitive and limited set of filtering options, discouraging their use.
Data insights indicated that users interacting with the filters panel on the results page were more likely to convert.
Using the existing codebase and technical infrastructure, we wanted to explore new ways to grow the filters' interaction rate, enhance the results' relevance and measure how this translated in terms of conversion performance.
After running an ideation workshop with the team, we mapped the generated ideas to an impact & effort matrix. We voted for the most actionable ones within the high impact low effort quadrant.
Starting from this knowledge, I began to sketch on paper a slightly more refined version of the idea we wanted to build.
I mapped out the user journey to determine the areas that needed improvement and communicate the products’ screens with more clarity to those less familiar with it. The chart also helped me identify and correct any gap in the flow.
I produced a few wireframes to present and outline the essential anatomical parts of the solution to be prototyped and tested. This was also helpful for the design handoff and for updating the design system.
Using Sketch and InVision, I prepared an interactive prototype to be used for an unmoderated test on validately.
Before handing off the design to the developers for the A/B test, I ran a testing round to reveal usability threats and opportunities for improvement.
6/7 users intuitively interacted with the filter columns when asked to narrow down the results from the page; all users sorted the results "by price", however only 2/7 users barely noticed or interacted with the filter carousel.
This project was part of a larger initiative concerned with the optimisation of the conversion funnel through quantitative testing. After amending the designs based on the recommendations from the user test, the feature was deployed for further quantitative testing and actual implementation.
The results from the A/B tests, and the design iterations that followed up cannot be disclosed due to their confidential nature.