Introduction

Rent a Goalie was a project created during the General Assembly UX immersive course. It was based on a real problem and user case.

Playing football is an amazing way to socialise, stay fit and having fun, but looking for a goalkeeper to play can be really difficult.

Role: UX Researcher/UI Designer

Duration: 10 weeks

Design Tools: Figma

My role in this project

UX Designer & Researcher: Bruno Caldeira
UI Designer: Bruno Caldeira

● Engaged during the entire product lifecycle, using divergent and convergent thinking methods, exploring and prioritising a range of problems and solutions

The problem

Currys.co.uk loading times were high, making the journey difficult and affecting conversion rate massively. Reducing loading times is a long term solution and a short term one was needed.

The hypothesis

We believed that by adding a "quick view" modal, it could potentially help with the loading times issue, enabling customers to buy directly from the listing page. That solution could also improve conversion because it simplified the journey, and not just because of loading times.

An "add to basket" button on the listing page was also recommended, but the business had concerns about the product page visit numbers potentially decreasing.

This test had promissing numbers, but was not implemented due to the product page visits being reduced as expected, which led to less banners views.

The problem

The business introduced a credit option, but customers were not made aware of this possibility, so the numbers of applications were not as high as expected.

The hypothesis

By introducing a new pricing options component on premium product pages, we would potentially reduce friction around pricing, as more customers would consider the purchase through credit.

After doing extensive research, I've decided to design a radio button option, with the full price and the credit option on the product page. The user selection would carry over to basket, making it easier to apply for credit during checkout.

The results

The results were really promissing, with 3.4% uplift on Credit applications started (at 99% confidence), +2.2% Credit applications completed (at 93% confidence), +2.0% Conversion Rate (at 93% confidence), +2.2% Revenue Per Sessions and Incremental value of £156k.

This test was then productionised and it's currently live

The problem

Currys.co.uk compare feature needed an urgent redesign. It was only available on the product listing page, the feature was only available on a new tab and it didn't store the selected products.

The hypothesis

By enabling the compare feature on product pages, we believed it would make the journey to users more seamless, as they would be able to add products to comparison on both listing and product pages. Also, creating a sticky area storing the products added to compare would help the users navigate it better.

The results

This test ran on both desktop and tablet, with +1.48% Conversion rate at 98.51% significance, a +£200k Total revenue uplift in the 21 day test duration and with a healthy +£8 increase in AOV.

This test was then productionised and it's currently live

The problem

Currys/PC World present more than 320 laptops and that is a massive number for an e-commerce website. Product variety is a great thing, giving users plenty of choice, but it can be an issue as many users might not know what laptop to choose or which one actually meets their needs. Our colleagues working across Currys and PC World stores have a questionnaire that they have been using with customers.

The hypothesis

We believed that by creating a dynamic laptop selector, would help users finding the right laptop.

The problem

After doing user research (Heatmaps, user clicks and user recordings), we discovered that not many users were using the navigation menu to get to the category pages they wanted.

The hypothesis

With that problem in mind, I've designed a solution to add the most popular categories block on the homepage, that could bring more customers to move down the funnel, due to improved user experience. A MVT was conducted, with one variation containing level 2 categories and another with level 3 categories.

The results

The variant with level 2 categories was not successful, with a decrease in conversion rate, AOV and RPV.

The variant with level 3 categories was flat, with a 0.07% increase in conversion rate, +0.02% AOV and +0.08% RPV.

The conclusion was that sending customers to level 2 categories was not ideal, as it may not be exactly where they want to be. And sending them to the level 3 categories had, virtually, the same results as the navigation menu.

One of the landing pages I've designed and developed during the period I've worked at DrinkSupermarket.com

Briefing

After conducting user and competitor research, we understood that it was extremely important for our users to have payment the methods, trusted reviews and secure badges visible on the website, bringing trust and more sales.

The solution

The initial footer didn’t have any of those badges, so I redesigned it to accommodate Reviews badges (Google and Trustpilot), secure badges (McAfee and SSL Certificate) and payment method icons.

Briefing

Desktop: The first version of the navigation menu was simple and didn’t have much space for promotional banners and offers. The business requested a navigation menu that was easier to browse, easier to find the subcategories and that could have price ranges and promotional products.

Mobile: The previous mobile navigation menu didn’t have multiple levels, so it was requested to have all categories and subcategories.

The solution

Desktop: The approach used was a large full width menu instead of the normal dropdown, with some categories columns and one column with a special product. I’ve added the price range at the bottom.

Mobile: I’ve created a multilevel navigation, with a smooth transition and the possibility to navigate between all categories.

The problem

We discovered that the purchase success page was not very clear, and a few customers didn't notice that the purchase was made.

The solution

The goal was to create a cleaner and more visually appealing solution. The icon animation was really helpful to give the sense that something was changed. Giving the possibility to share and reviewing the company was also considered and implemented, which helped the company to get more good trustpilot reviews.

My first project at DrinkSupermarket was to redesign their entire website, making it easier to navigate and to shop.

In October, 2014 the new website was launched, and I was responsible for the user interface design as well as all the magento front end development, using HTML, CSS and Javascript.