User interview, Design audit, Prototyping, User testing.

After analyzing the website, I developed hypotheses to explain low engagement and conversion. To validate them, I conducted user testing with six participants from the target audience.

Beyond uncovering several minor UX issues, the key insights were clear:

1. Users didn’t know where to start on the site

2. The main concern for people moving to a new city, furniture cost estimates, was nowhere to be found.

The user's engagement started with a short quiz that helped to identify the user's specific case. I designed a prototype that would make the beginning of the quiz flow difficult to miss, using a bright but short form at the top of the home page. This encouraged users to start interacting with the website right away. I cleaned up the rest of the pages, making the website look more consistent, and fixed other minor UX issues. 

After the prototype was done I conducted one more user testings. It confirmed the solution and allowed me to polish it before its implementation.

While I can’t share exact numbers, the implemented solution increased website conversions so much that the company had to update their sales processes to handle the surge in requests.