Mas Abrazos | abhijai

Telemetry data driven Discovery research for Huggies Latin America

Research: How can we further refine the already redesigned website for Huggies Latin America region?

[NDA]: Due to non-disclosure agreement signed with the project stakeholders, only limited work is shared.

Tools used: Google Analytics 360, Fullstory, Usertesting.com

Group size: 2

TASK

Understanding the telemetry data for the website before and after the redesign
Know more about the reasons behind telemetry data performance by conducting user tests
Perform heuristic review to understand gaps in the redesigned website
Collate all design recommendations and prioritize action items for the re-redesign

TELEMETRY

The approach followed for Telemetry data analysis was to utilize Google Analytics 360 and Fullstory for measuring UX parameters before the current redesign and after the current redesign. The redesign was launched in the month of July. So, measurement was done in the month of May, June, July and August.

Also, other than this longitudinal measurement, lateral measurement was also done i.e. measuring the UX parameters for all key-regions in Latin America – Brazil, Columbia, Costa Rica and Peru.

Following are the UX parameters measured via Google Analytics 360:

Demographics overview
Mobile and desktop users
Number of users
Returning users
Bounce rate
Bounce rate benchmark
Average session duration
Average session duration benchmark
Engagement

Demographics overview was important to recruit participants for user testing.

With the analysis, it was found out that bounce rate has increased overall and average session duration has reduced. There were some regions deviating from this trend though indicating cultural differences across the Latin America market.

On further analysis using Fullstory, it was found out that Landing page and Sign up pages are the top 10 contributors for bounce rate. Hence, the UX parameters measured via Fullstory focused on these 2 pages.

Following are the UX parameters measured via Fullstory:

Site search keywords
Number of page visitors
Page timings
Scroll depth of landing page
Number of clicks on different CTAs of landing page
Error/rage/dead clicks sessions
Intent to sign up (for sign up page)
Funnel conversion rate (for sign up)
Lost conversions due to drop off in sign up process

With the Fullstory analysis, some initial hypothesis were suggested explaining the reasons behind certain UX parameters performance:

Some search keywords indicate that users are interested in sizes, types of products, stages etc. which suggests that the content needs to be inclined as per search keywords
Page timings contributes towards bounce rate
Scroll depth is not going beyond first fold which could be due to the fact that users are goal oriented and prefer to achieve goals via top navigation bar. Other reasons include content not being engaging or understandable.
Intent to sign up increasing and funnel conversion rate for sign up reducing indicates that page timings or certain error/rage/dead clicks could be some reasons
Certain CTAs are not being utilized much – could be because landing page content is not relevant or easily understandable or not engaging

USER TESTING

To find out more about the reasons behind UX parameters performance, a baseline testing was conducted to evaluate the current redesigned landing page.

As indicated by demographics overview via Google Analytics 360, following was the screener used to recruit participants for baseline testing:

Country: Brazil, Columbia, Costa Rica
Smartphone users
Age: 18-65
Gender: Female

Screener:

Which of the following statements are true?
- I have a baby who is less than 3 years old [Accept]
- I have a baby who is more than 3 years old [Reject]
- I am expecting a baby in the next 3 months [Accept]
- I have a grand child who is less than 3 years old [Accept]
- I have a grand child who is more than 3 years old [Reject]
- I am expecting a grand child in the next 3 months [Accept]
- None of the above [Reject]
I have used a website to do research on/buy the following products for my children or grand children
- Breastmilk alternatives [May select]
- Bathing products [May select]
- Diaper/wipes [Must select]
- Clothing [May select]
- Vitamins [May select]
- None of the above [Reject]

The baseline test conducted was a short test i.e. time to complete the task for each participant was 5-7 minutes.

Tasks:

What do you expect out of a homepage for a diaper website? [Verbal response]
Launch URL: https://www.maisabracos.com.br/ -Once the new page fully loads, move on to the next step.
Please scroll through the entire page and talk about anything you find vague or confusing.
What are your thoughts on the images on the page? [Verbal response]
Please rate your agreement with the statement "I found the page to be visually pleasing". Please explain your answer. [7-point Rating scale: Strongly disagree to Strongly agree]
Is there any information missing on the page? If yes, what is that information? [Verbal response]

With respect to the testing results, the results were categorized as common and different across the Latin America market.

HEURISTIC REVIEW

Landing page and sign up pages were further evaluated using Nielsen Norman groups 10 heuristic principles:

Visibility of system status
Match between system and the real world
User control and freedom
Consistency and standards
Error prevention
Recognition rather than recall
Flexibility and efficiency of use
Aesthetic and minimalist design
Help users recognize, diagnose, and recover from errors
Help and documentation

DESIGN RECOMMENDATIONS

With the results from telemetry data analysis, user testing and heuristic review, a list was compiled segregating the design recommendations on the basis of:

Source
Impact vs Effort: High, Medium, Low

For further prioritising the recommendations, a stakeholder workshop was conducted in which UX designers, Developers, Marketing managers, Product managers were invited. They were asked to place each recommendation on the effort vs impact matrix.