Trends is a data-driven project that leverages E-commerce insights from 570,000,000 user journeys and £1.5 billion eCommerce revenue.
The scope was to transform a statistics-heavy page into meaningful and usable data, with a focus on enhancing the user experience and accessibility.
This was an end to end process lead by myself. I worked with UX writer and Engineering to create a sucessful product which improved growth to the site.
As part of our efforts to enhance the user experience of Salesfire Trends, we have decided to break down the platform into three main pages, each presenting data in the most appropriate and engaging format for our clients. In addition, we recognise the importance of a logged-in state and an onboarding process to facilitate a seamless user journey into Salesfire Trends.
To achieve this, I began by exploring various means of navigation and wireframing the three main pages. Developing an effective UI for data-heavy pages posed a unique challenge, requiring a delicate balance between aesthetics and functionality. However, I leveraged my expertise in user-centric design to ensure that the final product met and exceeded our clients' expectations.
In conclusion, our approach to Salesfire Trends project is centered on providing a professional and user-centric platform that meets the diverse needs of our clients. We remain committed to delivering a seamless and engaging user experience, and we are confident that our platform will set a new standard for data-driven solutions in the industry.
The original image is the original sign up modal I had to redesign. Validation elements needed to be added, as well as a log in / sign up options which was lacking on the original modal.
The final design was a more up to date, attractive design with less focus for the USP section, and more on the usability and accessibility of the sign up modal.
We wanted a feeling of rolling/updating news on the News page for trends, so I had a lot of inspiration from Global news and newspaper sites to get the feeling of new stories and a live element. This Was fun to think of the UI for, and have it be accessible for readers, but also take the place of a visual hero.
For the news page - Accessibility was a key thought that was at the forefront of the design process. Hero designs can sometimes become a contrast issue and not readable for a user - so we became aware that a few design concepts we had were not WCAG compliant, and we opted for a more readable contrast.
This was a fun UX design problem, I had to design a calendar that would have the option to compare previous time periods with each other, or a custom date range. I initially had all of these tab options split out into separate fields, but I felt that was a bit broken up, so created one menu that did everything, which worked and looked a lot better.
This was one of the more difficult Figma design challenges I had, creating an auto layout calendar with different selected states, but turned out to be really rewarding and added to the design system. It also worked a lot better on mobile if it was all together like the final solution.
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Salesfire Trends worked out very successfully. We had customers that used the product every day calling in to say how much easier it was to use, and many more insights were gathering traffic, with the new comparison functionalities.
We also installed customer surveys and heatmaps onto the site as a way to track it's usability for the future, and found that the three tab menu and graph navigation was largely being used correctly and increased the CTR on the pages.
The overall traffic to Salesfire Trends increased after the UX redesign, and is still being used to gather insights today.
