Existing data, analytics and empathy-mapping

Together with on-site analytical data and feedback surveys, we carried out an empathy-mapping workshop for the end-to-end experience. Below each step of the journey we mapped pains, gains and communications.

I did redesign some complex user journeys (checkout, Navigation, Postcode eligibility) to decrease the bounce rate. Looking at the data and talking to customers, made it clear that a lot of people were having a hard time to check out and finding the right product. Having gone through a series of interviews with the stakeholders and product owners, I have gathered enough information to move forward.

Empathy-mapping workshop

Google Analytics ( No permission to show Data so i had to hide it)

User Research

To understand better user-needs I organised a card-sorting research activity with existing customers. Particpants were asked to rank scenarios in order of frequency, from never - always. A questionnaire also gave users an opportunity describe scenarios we may not have accounted for.

Problems with the previous interface, identified from analytics, heuristic evaluation, User interviews, Feedback, SessionCam and against Baynard Institute benchmarks were:

• Categories were broad, vague and users could not easily infer the scope of products easily in each cateogry
• Secondary hierachy (intermediary category) pages are hidden and not directly accessible from the homepage. On mobile, categories could not be navigated to via menu.
• Users are using the search bar more than ever to find the items quickly and bounce rate is high due to slow loading & customer has to click on the item and visit the category and products ... looks like a long journey and too many clicks for one product.


Card-sorting research activity. User-need and scenario hierachy

Identifying user and business goals

The primary goal of Rapid was to provide a quick delivery service for groceries. It was essential the interface would:

• Allow users to quickly navigate to products for a rapid shopping experience
• Allow users to easy view popular & favourite products
• Communicate clearly the scope of categories & Search results.

70% of mobile users, when landing directly on the homepage, will try to infer the type of site and the breadth of products carried by performing a “Scroll & Scan” of the homepage contents.

The hypothesis was shortcuts beneath each category would give stronger indication of category breadth and quick navigation to popular product-list-pages.



Homepage shortcuts & navigational drawer wireframes (Low fidelity wireframing)

To test our assumptions on how the category shortcuts would perform, I organised a remote click-map task with 27 participants. Participants were tasked with finding a particular product by browsing. The results gave a healthy indication shortcuts were being not only being used, but guiding users to click primary categories. This validated our assumptions on user behaviour for the design.



Click-map user-testing. 24 participants using Optimal Workshop. Category shortcuts

Outcome and performance

One month after pushing the new designs live, we repeated analytics and heat mapping. The results were positive and booking conversions had improved significantly on mobile. Through-traffic had improved from the homepage to the experience and gift page.



SessionCam click and attention heatmaps

Search Functionality improvement

As per Analytics, search is the most used component so we have improved the component further where customer can search and see the relevant products and categories according to the search term. user can add to the basket at the same time without going to the category page and product page.

Postcode validation

Waitrose Rapid Delivery service is only available in selected areas only so users have to go through Postcode validation to enter into the website, to place an order and while registration.