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