UX/UI Website Sprints | Improve Shopping Experience

Role: Senior Product Manager

Collaboration: Product, Design, Engineering, Customer Experience (CX), Legal and Supply Chain.

Project Summary

One of Nestlé's direct-to-consumer businesses provides a water delivery service with a subscription model-based that allows customers to place and track orders, make payments, schedule service, etc. I was given a task to create effective experiences, as well as to improve the overall UX of the website to address the following opportunities:

REDUCE CART ABANDONMENT

By using conversion rate optimizations and user research techniques.

COMPLY WITH WCAG 2.0 LEVEL AA

By working with ADA specialists, design and front-end engineering.

CREATE CONSISTENT UI LOOK & FEEL

By creating a design system and aligning across different creative agencies.

CREATE UX PROGRAM MANAGEMENT PRACTICE

By putting processes in place across product, design and engineering.

IMPROVE TASK-SUCCESS RATE

By identifying pain points and listening from customers through surveys and usability testing.

FORMALIZE UX RESEARCH PROGRAM

By working with external agency on roadmap and maturity journey for UX Research.

My Approach

As I engaged with our design and engineering teams, I worked to formalize internal and external processes for design and development sprints. Additionally, I worked with our CRO agency to expedite our efforts with experimentation and A/B testing. My approach to solve the challenges above included:

Establishing features backlog and sprints development cycle for website enhancements.

Identifying users' pain points through surveys and website session logs.

Creating process for project planning, milestones, risk assessment and results measurement across product, design and engineering teams.

Working with external agency to create UX Research practice with qualitative and quantitative research.

Once processes were established and inputs for backlog and sprints were aligned with stakeholders, a regular cadence of releases along with backlog prioritization took place.

Outcomes | Post Eight Sprint Releases

50%
increase in
e-commerce conversion rate

90%
decrease in website
complaints

25%
increase in task-success rate

In addition to the results above, working cross-functionally we were able to:

Create a regular cadence of design and development sprints across different agencies and engineering teams.
Establish a well-defined process for backlog, prioritization, user stories grooming, and design reviews that included different stakeholders and real-time input.
Put customers first and center during problem-solving and enhancements ideas.
Build Web Accessibility mindset across product, design, and engineering. All design sessions incorporated ADA/WCAG requirements that in my cases required business/design decisions/changes.

Conversion Rate Optimization (CRO)

I have been working with one of our creative agencies to establish and evolve a CRO program that started with a few experiments across the shopping experience. Over the course of last year, working across design agencies and development teams, we have been able to achieve:

60+

Completed experiments

+55%

Increase in add to cart

84%

Experiments success rate

8%

Average primary metric uplift

+13%

Increase in homepage

engagement

94%

Average statistical significance

Creating UX Research Practice

In putting our users at the center of what we do, the need to formalize and UX Research practice across the different platforms and projects was crucial to success. This effort included working with an external agency as well as using different technology solutions to enable us (e.g. Usertesting.com, SessionCam, Usabilla, Qualtricts).

Together with our agency we outlined short and long-term goals that included quantitative and qualitative studies, usability testing, persona definition, etc.

Our initial studies (surveys, user interviews, usability testing) have already yielded valuable insights that served as input for business decisions, UX/UI design changes and even new ideas based on user feedback.

Here is an overview of the strategy in place and being executed: