Redesign 'Style Quiz'
Redesign 'Style Quiz'
Market Team (3)
Engineer Team (2)
The style quiz is the main way for engaging users with our furniture & designs. It helps users find their style and now has a 1.6% conversion rate in this funnel. As part of the continuous work to improve conversion rate, this project was expected to contribute to the growth in the long term.
Following graph shows the Style Quiz funnel (data from Mouseflow) :
Project Inspiration Page
Project Personality Page
Project Payment Page
Payment Confirmed Page
What makes the 32% drop off?
From 30 effective feedback & 980 visits in this funnel observed from Mouseflow:
Not in mood:
of visitors felt they were just looking around, rather than buy something.
of visitors started the quiz without a clear mind of an aimed space.
of visitors bounced to other exploration sections instead of finishing the test.
Actual scene pictures will cause more effort to recognize the image contents, especially in small-scale pictures.
Having extra exploration sections while taking the quiz will cause a bouncing fiction experience.
Other exploration options
Most users tend to define the 'Style Quiz' as an exploration section rather than a pre-process of a serious purchase, they are still cognizing the website, thus not ready to go through a purchase phase or even have no idea about which space to improve. But they do have interests to explore around. We should spark them, help them make decisions, and encourage them to keep exploring.
Isolate quiz process, reduce distractions.
Minimize the visual elements.
Encourage users to finish the quiz process (Give not sure yet options).
What makes the 48% drop off?
From 283 visitors that willing to stay on this page yet still dropped, we found (observed on Mouseflow):
High Fiction Experience:
of dropped visitors had experienced high fiction experience.
Bouncing & Click-Rage:
of Fiction Experience involved Bouncing, Click-Rage (Friction Events), or both, which means users did too many repeat operation/navigation.
Low user engagement:
of all visitors willing to finish scrolling down 1 design set.
1. This page obviously has an unsmooth operating experience which rises drop possibility. It wears down users interest of this website.
2. Users have limited interest on navigating the long content.
Users need to click too many times to navigate the menus.
(High fiction experience)
Side bar visual overload:
The sidebar should have a lower visual weight compare with the dominant part. The visual focus need to be focus on one thing at a time.
Users need to mandatorily select 10 pics cost to navigate 2 sets of designs on average, yet only 35% of total visitors willing to view 1 set of pictures. It wears down user patience.
Crowd view space:
The UI elements are squeezing too much space of the major contents.
Each time you select a picture, the sidebar pops out, covers the main contents.
Reorganize the screen view, maximize the main operation area.
Smooth the menu operation & navigation experience.
Give the view a hirearchy, to reduce visual load.
Reorganize the screen layout
Maximize the main operation area, make the view fits the nature of horizontal navigation.
Reduce excessive clicks
Offer a full option view for users to reduce excessive navigational operations.
Smooth slide-bar interaction
Replace the trigger button with a slide element, fit the instinctive cognition, also give options to collapse the bar by clicking any space outside.
Old slide bar interaction
New slide bar interaction
Smooth 'Edit Selected Pic' operation
Reduce navigation length by reducing the thumbnails into small sizes; Give 'next' & 'back' to quickly switch between pics; highlight the panel when operating, avoid distractions.
Give users interactive & instant feedback when they finish every selection.
What I learnt
Fiction events influence intermediate users the most.
Intermediate users have an intermediate interest in the website. They have the highest possibility to convert.
Friction experiences will especially wear down this group of user's patience when they need to stay in an operation panel for a while. When we consider the fiction scores, we should focus more on intermediate users.
Define intermediate user group.
I define intermediate (user group divided by interest level) on this website is by filtering pages they visited. Like if we need 3-page visits to cognize the web product, then they had finished this stage, and they are still staying on this website and wanted to explore more on it. This group is what I called the Intermediate User Group.
Simulating the very instinctive behaviors can bring a nice experience.
Object affordances play an important fact when we cognize the use of a thing. Like buttons, slides, we instinctively know how to interact with them. Use proper affordance language can save visual information to the most important things.