Background: Brass Witch is an accessory for Brass Instruments to be used by musicians for note-taking during rehearsals. The Brass Witch Website's primary goal is to inform, influence, and direct to sale.
Tools: Figma, Adobe Creative Cloud, Webflow
Tools: Figma, Adobe Creative Cloud, Webflow
Business Problem + Context:
Brass Witch primarily markets their products on social media. The challenge is to effectively direct users from social channels to points of sale, optimizing the customer journey from brand discovery to purchase.
Brass Witch primarily markets their products on social media. The challenge is to effectively direct users from social channels to points of sale, optimizing the customer journey from brand discovery to purchase.
Research Goal:
We need to track the user's purchasing journey from discovery about the brand to sale. Our objectives include:
- Discovering how/where/when users access the website
- Understand user behavior and pain points in finding distributors on the site
- Identify opportunities to streamline the path from landing page to point of sale
We need to track the user's purchasing journey from discovery about the brand to sale. Our objectives include:
- Discovering how/where/when users access the website
- Understand user behavior and pain points in finding distributors on the site
- Identify opportunities to streamline the path from landing page to point of sale
Our goal!
Usability Heuristic Evaluation:
As the original designer of the website, I recognized the importance of employing objective criteria to evaluate its effectiveness. To ensure an unbiased assessment, I used the Nielsen Norman Group's usability heuristics to identify areas for improvement.
Possible usability concerns included:
- The user may not be able to find highly desirable information
- Language used may not be commonplace for non-musicians
- Certain navigations are not clearly defined
As the original designer of the website, I recognized the importance of employing objective criteria to evaluate its effectiveness. To ensure an unbiased assessment, I used the Nielsen Norman Group's usability heuristics to identify areas for improvement.
Possible usability concerns included:
- The user may not be able to find highly desirable information
- Language used may not be commonplace for non-musicians
- Certain navigations are not clearly defined
Original website landing page
Website Analytics Review:
I conducted a thorough review of Brass Witch's website analytics to understand user behavior and identify pain points in the current user journey.
I conducted a thorough review of Brass Witch's website analytics to understand user behavior and identify pain points in the current user journey.
Key findings:
- High bounce rate on the landing page (65%)
- Low click-through rate to distributor pages (15%)
- Average time on site: 1 minute 30 seconds
- Mobile users make up 70% of traffic
- High bounce rate on the landing page (65%)
- Low click-through rate to distributor pages (15%)
- Average time on site: 1 minute 30 seconds
- Mobile users make up 70% of traffic
Getting to Know Our Users:
I interviewed 5 previous Brass Witch customers and 5 potential customers to gain insights into their shopping habits and expectations when looking for artisanal products like those offered by Brass Witch.
I interviewed 5 previous Brass Witch customers and 5 potential customers to gain insights into their shopping habits and expectations when looking for artisanal products like those offered by Brass Witch.
Key user insights:
- Users primarily discover Brass Witch through Instagram and TikTok
- Users expect to find distributor information within 1-2 clicks from the landing page
- Mobile-friendly design is crucial for the majority of users
- Users did not know how to order, and when they did, struggled to find the closest distributor to them
- Users did not know how to contact Brass Witch staff besides on social platforms
- Users primarily discover Brass Witch through Instagram and TikTok
- Users expect to find distributor information within 1-2 clicks from the landing page
- Mobile-friendly design is crucial for the majority of users
- Users did not know how to order, and when they did, struggled to find the closest distributor to them
- Users did not know how to contact Brass Witch staff besides on social platforms
Previous ordering page
Solutions:
I used the research goals to brainstorm potential solutions. Here are the key ideas that emerged:
- Interactive map with distributor links
- Condensed site structure with fewer pages + increased internal linking
- Redesigned landing page with clear calls-to-action
- Optimized typography and layout
Changes were sketched out on paper, and then flows were created using Figma.
- Interactive map with distributor links
- Condensed site structure with fewer pages + increased internal linking
- Redesigned landing page with clear calls-to-action
- Optimized typography and layout
Changes were sketched out on paper, and then flows were created using Figma.
Paper iteration
WIP
Implemented changes:
Improved landing page, with clickable links visible.
Improved order page with interactive map.
Newly added contact help fowarding
Improved navigation bar with reduced number of pages
Usability Testing:
We conducted moderated usability tests with 8 participants (4 existing customers, and 4 potential customers) to gather qualitative and quantitative feedback on the new design.
Tasks for usability testing:
- Find a distributor in your local area using the interactive map feature.
- Starting from the landing page, locate and access information about a specific product
- Find a distributor in your local area using the interactive map feature.
- Starting from the landing page, locate and access information about a specific product
Key Results:
- 39% reduction in bounce rate
- 51% increase in users reaching distributor pages
- Average time on site increased to 2 minutes 45 seconds
- 39% reduction in bounce rate
- 51% increase in users reaching distributor pages
- Average time on site increased to 2 minutes 45 seconds
Overall, the redesign significantly improved the user journey from social media discovery to finding a distributor. Key achievements include a streamlined path to purchase, improved mobile user experience, and increased engagement time on site - all of which would optimally lead to higher sales.
Moving forward, we plan to continue monitoring analytics to identify areas for further optimization and investigate the potential for an e-commerce feature for direct sales.
