Yatsy
UX Research
Duration
2 months
Role
Researcher
Yatsy experienced increased website traffic after rebranding, but conversion rates for signups and purchases remained flat.
To address this issue, we conducted moderated usability testing with five participants to understand how customers currently interact with the website and identify key areas for improvement in the redesign.
The results showed that users struggled to navigate the homepage to view multiple products. Additionally, the current sign-up promotion lacked interactivity, resulting in missed conversion opportunities.
Recommendations included unifying product collections, simplifying content, enhancing product detail clarity, and optimizing the sign-up process to better capture and retain customer interest.
Project Background
To understand this discrepancy,
I reviewed Web Analytics and conducted a Content Audit.
Web Analytics
- Most customers enter via Instagram: 100% of customers access the site through the web, with 76% on mobile and 63.5% from social media. This highlights the need to prioritize mobile optimization and understand how Instagram influences what customers seek on the website.
- High drop-off rates from the homepage: On average, 70% of customers leave from the homepage, with 30% of those remaining dropping off at the collection pages. Few customers reach the product detail page, making it essential to review the homepage, collection pages, and product detail pages in this research.
Content Audit
Identify noticeable areas that could impact the user experience or fall short of market standards
- The website's brand mood differs from Instagram.
- Missing CTA buttons on the first screen.
- Only 7 items are available for purchase.
- These 7 items are split into 2 collections.
- No promotions or incentives to sign up.
- Small graphic errors detected.
Design Challenge
- Understand how users interact with the current website to make purchases and sign-up
- Identify pain points that appear on the website while purchasing socks
- Identify how customers feel about the website when they transit from Instagram (a key factor observed from initial research)
- How intuitive do users find the navigation and overall layout of the website to make a purchase?
- What challenges do users face when purchasing socks on the website?
- What do customers feel about signing up for the brand?
- What do customers expect to see from the website when transitioning from Instagram?
- Users may find website navigation confusing.
- The homepage may not meet customer expectations when trasitioning from Instagram
- A limited product range could reduce customers’ desire to purchase
- No promotions lead to no need for signup
- Lack of promotions may discourage users from signing up
- Moderated, Virtual, 45mins
- 5 participants, females (23-35 years old) active online shoppers and highly interested in fashion accessories
- Users were asked to:
- Explore Yatsy’s Instagram feed
- Explore Yatsy homepage
- Make a purchase by entering the website from Instagram
Findings
Findings were collected and analyzed using an affinity diagram.
Participants Find It Inconvenient to View Multiple Products
- All 5 participants wished they could view all products at once.
- Specifically, they had to return to the homepage and reselect products to explore others.
- "product images are too small on the homepage. I can't see all the products at a glance, and I have to scroll sideways. I’d prefer to see everything on one page." (P1)
Participants Want More Detailed Product Descriptions
- All 5 participants wanted more detailed sock descriptions after navigating from Instagram to the website.
- “Instagram didn't have details like the price or material of the socks I was interested in, so I’d look for that information on the website first." (P1)
Participants Struggle to Understand the Product Collections and its descriptions
- All 5 participants were confused about how the collections were categorized.
- 4 out of 5 participants found the product descriptions difficult and confusing.
- "When I see categories like 'Turning Point' or 'Relationships,' I’m left wondering what they mean." (P2)
Participants Attempt to Sign Up via External Sites but Encounter Errors
- 3 out of 5 participants tried to sign up using external sites.
- Some participants mentioned that if external sign-up fails, they might abandon the sign-up process or even their purchase.
- "If it’s not a brand I’m really into and I encounter an error with Naver or Kakao sign-up, I’ll just leave." (P3)
Participants Are Motivated to Sign Up by the Promotional Message
- All 5 participants wanted to sign up after seeing the promotional message.
- 2 participants attempted to sign up immediately by clicking the promotion message but expected to click on the message to go directly to the signup page.
- "Oh, so I don't click to get this? 'Free shipping coupon for new sign-ups...’" (P2)
Insights
Combine Collections and Add a ‘View All’ Feature
Insight: Users want to see all products at once, but the current collection setup on the homepage makes it hard for them to browse.
Action: Combine collections into one view and add a 'View All' option to make browsing easier and reduce confusion.
Update Homepage to Focus on CTA and Brand Story
Insight: Users look for a clear brand story, but the homepage’s focus on separate collections makes it harder to find.
Action: Adjust the homepage to highlight the brand story and include a clear call-to-action (CTA), making the brand identity stronger and the collections less confusing
Simplify Product Descriptions
Insight: Users find the product descriptions too complex and confusing, which makes them less interested in reading.
Action: Make product descriptions simpler and more direct, so users can easily understand how the collection ties into the product design.
Provide More Detailed Product Information
Insight: Users want more details on product texture, size, and color, in addition to the brand’s artistic concept.
Action: Include clear and detailed information about product features to make it more user-friendly, while still emphasizing the brand’s story.
Improve Sign-Up Promotion
Insight: The promotional banner encourages users to sign up, but it’s not interactive and only appears on the homepage.
Action: Link the promotional banner directly to the sign-up page and show it again during checkout for users who haven’t signed up, increasing the chances they’ll take advantage of the offer.
Delivery
Homepage To improve the user experience, we replaced the previous design’s excessive scrolling with a large banner and CTA.
This guides customers directly to the “View All Products" page and a Yatsy introduction, reducing unnecessary movement and providing quick access to key product information.
Collection Page We addressed customer confusion about the organization of collections by reorganizing the menu bar for clearer separation and easier navigation. Each collection page now features simple descriptions that highlight the inspiration behind the products.
Selected Collection Page We enlarged product images and added brief descriptions to enhance visibility and compensate for the smaller number of items.