Hallmark

Inspiring people to express their emotions, each day again.

Hallmark

Hallmark is a heartwarming company that inspires people to express their emotions, each day again. Through post cards, gifts, wooden and chocolate cards people can send their loved ones a message or emotion via the online webshop.

Platforms

1 mobile app (Android & iOS) and 1 webshop for customers

Type of project

eCommerce webshop for B2C.

Project date

2019-2020

My role

UX Designer, UI Designer, Brand Designer, Prototyping, part of 3 teams: the CRO A/B testing team, the team who rolled out the new brand identity, the Marketing & Digital team.

Challenge

The challenge was to optimize the webshop to increase conversion. This was done by researching user data gained from quantitative research, such as surveys. Because there were already usable designs in place, I didn't use much wireframes and could create tests with visual components or I was able to create visual components quickly based on what was there already.

Problem

The problem was that there was so much information from users directly, but not a lot of data like user paths and bounce rates etc.

Actions

We started setting up the data part with Hotjar and Google Analytics. From there I could make assumptions on what the reason could be for bounces or users struggling to find their desired path. With meetings, discussions and test sessions we've created and validated certain ideas and prototypes. From there on, we've created and ran A/B test. This resulted in a lot of winning cases, from where we optimized the website based on these A/B tests. Sometimes, the new solution failed when it was launched on the website so we investigated why. It was either to not being built well or users found it confusing as it was too radical of a change. So we rolled things out step by step in these cases to see if it worked then, and most of the times it did. Cases that still didn't work, strangely enough, were dismissed while the A/B tests gave good results. Sometimes a validated test isn't always the best solution!

Results

Due to multiple A/B tests, the conversion rate of the website went up by almost 38%. Most A/B tests were successors, as the rates were much higher, with some extraordinary winners such as the new top banner. The feedback surveys were more positive as well, where users were highlighting that they could find what they were looking for much easier due to the new top banner! The overall user experience was higher rated than before, as well as the customer satisfaction rate.