Feb – March 2020
Tools / methods used
Prototyping, Remote usability testing, A/B testing
UX Designer (Laurence Davis), Product Manager, Developer
I was hired by Pact coffee to analyse and improve their subscription funnel. Following a website redesign, Pact noticed a significant drop in the number of customers completing their coffee subscription sign-up process.
After comparing Pact’s old and new websites I hypotnesised the main pain points and UX issues in the subscription process. We then agreed it would be best to try to validate the assumptions through usability testing.
I set up remote usability tests for the existing website using Userlytics. We tested the subscription process with five users on mobile and five on desktop. Pact’s previous website was also tested so we could attampt to validate the areas that had performed better previously.
In addition to the usability tests, we also asked the Userlytics participants questions about their coffee drinking habits and level of knowlege to add context to each test. Users were also asked to complete a card sort to help us determine which attributes of a coffee they found most and least important and appealing.
The main observations from the usability testing were:
I sketched out new layouts for each step making the following main changes:
Each prototype was then tested remotely with five users, via Userlytics. The following observations were made:
After the first round of usability testing I iterated each design to include:
The final designs were agreed and sent to the Pact development team. The new design is set to be A/B tested in early April 2020.