My role

Cafe La Moda is a fashion price comparison site, similar to the likes of Lyst and Shopstyle.

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Product Designer

Problem

Cafe La Moda is an fashion shopping site, similar to the likes of Lyst and Shopstyle. The site has a bounce rate of over 70%, so there is a need to make certain that users stick around until they find exactly what they need to buy, exit the site and of course become a conversion on the affiliated site. 

Goal

To ensure users can find exactly what they want to buy with ease, resulting in improved revenue for Cafe La Moda’s clients.

Discovery

How could we help users navigate hundreds of categories on a small screen? What would happen if more categories were added? What is the best way to showcase our best brands?

Expert advice; I involved an affiliate specialist with fashion industry experience, asking her to specify common trends within the market and especially with Cafe La Moda’s top clients.

Observations; I ran Hotjar on the site - a tool that allows you to see exactly where users are clicking or tapping, this showed exactly where they’re bouncing.

Definition

Observations showed users were getting lost in the navigation system, requiring many clicks to arrive at the section they needed.

Design

The solution meant the user would do a maximum of 3 taps before seeing the right product listing. I restructured the category tree, enabling us to move anything lower than level 3 into the filters as ‘product types’. Along with these navigation improvements, I added homepage features such as ‘shop by brand’ to further reduce homepage bounce rate.