Yatsy
UX Research
Duration
4 weeks
Role
User Research & Design
Collaboration
Strategy Lead Yaeji Kim
User Research & Design Sejin Hwang
Development & Data Joanne Kim
Marketing JJ Yu
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 gap,
I reviewed Web Analytics and conducted UX Audit.
Web Analytics Findings
73% of customers access the website using mobile device 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
Researching homepage experience will reduce drop-off rates
On average, 70% of customers leave the website from the homepage, with 30% of those remaining dropping off at the collection pages. Few customers reach the product detail page, making it critical to review the homepage experience in this research.
*Numbers and specific details have been fictionalized due to confidentiality.
UX Audit Findings
- Missing CTAs on the first screen
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Products are displayed into 2 divisions
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No promotions or incentives to sign up
- Small graphic errors detected
Research Plan
With primary data, I ran a discovery session with stakeholders to define the project needs.
Identify user pain points in purchasing socks through the digital website
- Transition from Instagram
- Homepage Browsing
- Check-out
How do customers transition from Instagram to the website?
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What expectations do customers have when moving from Instagram to the website?
- What challenges do they face when landing on the homepage?
How intuitive is the homepage for navigation and product discovery?
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How effectively does the homepage guide them to the products they want?
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What aspects of the homepage motivate or discourage them from proceeding to checkout?
What specific challenges do customers face during product selection and checkout?
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How do users feel about the speed and clarity of the purchasing steps?
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What obstacles arise in the checkout process?
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Are customers aware of promotional offers and benefits at checkout?
How do design elements (e.g., navigation, buttons, CTAs) create friction or confusion in the purchase flow?
- The current homepage may not provide information that customers expect when transitioning from Instagram.
- Users may find homepage navigation confusing.
- Confusing website navigation might lead to a longer time required for customers to find and purchase products.
- The sign-up promotion does not help customers' purchasing decisions.
Participants
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five females (23-35 years old) active online shoppers and highly interested in fashion accessories
- Explore the brand’s Instagram feed and move to the website homepage
- Browse products to purchase
- Make a purchase
KPIs
- Time on task
- User error rates
- System Usability Scale
Findings
Findings were collected and analyzed using an affinity diagram.
All participants felt the look and feel between Instagram and the website different.
On Instagram, customers encounter a soft, girly, and playful aesthetic that sets an expectation for the brand. However, the website conveys a stark and modern visual identity that feels disconnected from Instagram. “It’s kind of like different brands…” (P3)
All participants found the homepage difficult to view multiple products simultaneously.
Most users had to take extra steps to find multiple products because the homepage displays items by collection and lacks product recommendations after viewing an item.“The product images are too small, and I have to scroll sideways. I’d prefer to see everything on one page.” (P1)
"On other sites, there's a 'view all' option. I prefer seeing all products at once, so it would be great if I could do that here too." (P4)
All participants wanted more detailed sock descriptions.
When customers come from Instagram, they want more detailed information about each product unavailable on Instagram, such as color options, material, and length on 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)
Most participants wanted to see more detail on how to match the socks with the outfit through model shots.
Since Instagram mainly shows images of the socks by themselves, participants wanted to see how the socks could be paired with outfits and shoes on the website. This additional context seemed to strongly influence their decision to purchase.“I didn’t see enough information on how these socks apply to everyday life.” (P5)
“I really liked the creator’s comment that suggests shoes to match with socks but I want to see photos as well. ” (P3)
Promotions motivated most participants to sign up, but they felt the process wasn’t engaging enough.
All five participants wanted to sign up after seeing the promotional message, but its design is visually unengaging and only appears on the homepage, making it easy for customers to miss it or forget by checkout.“I knew the sign up benefits but I forgot after I looked over products.” (P4)
"I often use coupons like this but because it only shows on the homepage I think it would be nicer if I can see this as pop up during checkout." (P2)
Insights
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.