MOST RECENT UX WORKS
Case Study:
Optimizing Target Australia’s Website
Role: UX Designer, AB Test Builder, Front End Developer
Overview:
In this project, we took on the challenge of optimizing the Target Australia website to enhance user experience while being cost-effective. Using a combination of A/B testing via Optimizely and qualitative testing, I demonstrated that a significant investment in developing a "See Similar" function was unnecessary. Here's how I achieved this:
​
A/B Testing:
We conducted A/B testing using Optimizely to measure the impact of the "See Similar" function on user engagement and conversion rates. The "See Similar" function was added to both the product landing page and product detail page templates. Here's a breakdown of the results:
​
Test Group A (Product Landing Page with "See Similar" function):
-
Conversion Rate: 2.5%
-
Average Session Duration: 4 minutes 10 seconds
-
Bounce Rate: 48%
​
Test Group B (Product Detail Page with "See Similar" function):
-
Conversion Rate: 2.4%
-
Average Session Duration: 3 minutes 40 seconds
-
Bounce Rate: 50%
Qualitative Testing:
To complement the quantitative data from A/B testing, we conducted qualitative testing sessions with a diverse group of users. This involved usability testing and user interviews to gather in-depth insights into their experiences and preferences. Here's a breakdown of the key findings:
​
User Feedback:
-
Most users found the "See Similar" function on the product landing page useful for quickly finding related products.
-
The function on the product detail page was less impactful, as users were already focused on specific product details.
-
Users emphasized the importance of improving existing features like search accuracy and product filtering over adding new features.
​
Usability Insights:
-
The "See Similar" function on the product landing page added value by enhancing product discovery without cluttering the interface.
-
On the product detail page, the function added a slight complexity, making it less intuitive for some users.
-
Enhancing the visibility and functionality of existing features had a more positive impact on the overall user experience.
Case Study:
Optimizing Target Australia’s website
Implementation:
By leveraging A/B testing and qualitative testing, we provided a data-driven case to the team, demonstrating that the "See Similar" function had varied effectiveness depending on its placement. The feature was more beneficial on the product landing page, while it was less impactful on the product detail page. I recommended focusing on optimizing and enhancing existing features to improve the user experience more effectively.
This approach not only saved several thousands of dollars but also aligned with user preferences and behaviours. This case study showcases my ability to use a mix of quantitative and qualitative methods to make informed, cost-effective UX decisions.
Case Study:
Updating Target Australia’s
Digital Design System
Role: UX Designer, AB Test Builder, Front End Developer
Overview:
As one of the key contributors to the Target Australia design system, I played an instrumental role in shaping a cohesive and user-friendly framework that guides designers, developers, and marketers in their future projects and campaigns.
Background Research:
We meticulously analysed the design systems and practices of industry leaders. This deep dive provided valuable insights and benchmarks that informed our initial strategies. The process included:
-
Competitive Analysis: Evaluated the design systems of key competitors in the retail industry, focusing on their strengths and weaknesses.
-
Benchmarking: Identified industry standards and best practices to ensure our design system met or exceeded these benchmarks.
-
Feature Comparison: Conducted a side-by-side comparison of features and functionalities offered by competitors, highlighting areas where we could differentiate or improve.
-
User Experience (UX) Audits: Performed detailed UX audits of competitor websites and applications to understand their user flows, navigation patterns, and overall usability.
-
Stakeholder Interviews: Engaged with internal stakeholders to gather insights on competitor strategies and their impact on market positioning.
experiments allowed us to understand user preferences and behaviours, which were crucial in making data-driven decisions. The results of these tests were meticulously documented and analyzed, providing a solid foundation for our design choices.
UX research:
Another cornerstone of our approach. I collaborated with cross-functional teams to gather qualitative and quantitative data through various methods, including:
User Interviews:
-
Conducted in-depth interviews with a diverse group of users to gain insights into their needs, motivations, and pain points.
-
Surveys and Questionnaires: Distributed surveys to a broader audience to collect quantitative data on user preferences and experiences.
-
Usability Testing: Organized sessions where participants completed specific tasks using our prototypes, allowing us to identify usability issues and areas for improvement.
-
Heatmaps and Analytics: Utilized heatmapping tools and analytics to track user interactions and behaviour on our website, providing concrete data on how users navigate and engage with our content.
-
Journey Mapping: Created detailed user journey maps to visualize the steps users take from entry to conversion, highlighting key touchpoints and potential drop-off areas.
The Results:
The culmination of these efforts is a robust and intuitive design system that has become the cornerstone of Target Australia's digital initiatives. This system not only streamlines the design and development process but also ensures consistency and quality across all touchpoints. By providing clear guidelines and best practices, it empowers our team to create compelling and cohesive user experiences.
My contributions to the Target Australia design system have not only enhanced our current projects but have also laid a strong foundation for future innovations. I am proud to have played a pivotal role in this transformative initiative, driving excellence and consistency in our digital presence.
The benefits:
It’s a single source to view components, patterns, and styles. New changes for the same projects can be redesigned and managed at scale through the design system. Design resources can focus less on tweaking visual appearance and more on complex problems/solutions. This ensures that the project and designs are consistent visually and functionally. Ability to replicate designs quickly by utilising pre-made components and elements. Reducing the need to reinvent the wheel and eliminating inconsistency. Reduces wasted designs or development time around miscommunications.
Documentation
Documentation is always included on the same page as the component this was to explain any use cases that were created. This consisted of:
​
-
A clear explanation for what this element is and how it is typically used, occasionally accompanied by dos and don’ts for context and clarification.
-
Picture examples so that it was clear what we were talking about
-
Rules of when to use the component and how to use the component
The design system is consisted of:​​
-
In-page annotations (how we document and layout each component within the library)
-
Branding (colours, typography (Web & Mobile, Logos)
-
Spacing guidelines
-
Layout grids
-
Icon pack
-
Border radius guidelines
