01
Qualitative and quantitative, together.
User tests showed why people struggled; Contentsquare and A/B tests showed how many and where.
CASERue du Commerce · E-commerce · Pure player
E-commerce at scale: checkout and internal tools
Redesigned the checkout funnel and the internal promo-code tool for a site with 6M+ unique visitors.
- Role
- UX design for checkout, product pages and internal tools
- Team
- PMs, marketing, developers, analytics team
- Scope
- Checkout funnel, product pages, promo-code creation tool, insurance in the purchase journey
- Duration
- 2018
- What I did
- Business immersion, user interviews, workshops (personas, story map), flows and wireframes, user tests, A/B tests and behaviour analysis with Contentsquare.
- unique visitors
- 6M+
- journeys redesigned
- 3
As a pure player, Rue du Commerce lives on its purchase journey. The checkout, the product pages and the internal tool marketing used to create promo codes all had to work under traffic peaks of 6M+ unique visitors.
What the field told us.
02
Internal tools are product too.
The promo-code creation tool shaped every marketing campaign the customers saw.
Outcome
Checkout, insurance integration and the promo-code tool were redesigned, with iterative improvements validated by user tests and A/B tests.