FairFX: customer acquisition
% increase in conversion
£m increase in turnover
% increase in ceo happiness
introducing user centred design
This included information about the product, customers, stakeholders, the business, site traffic, what data was currently available and what additional data would we need to acquire through further research.
This formed the basis of a high-level plan of areas to investigate in more detail.
product and stakeholder research
finding existing data
I created a user journey storyboard which I put on the wall to use as a constant physical source of reference throughout the project. I find it helps to be able to easily see what you are working on, to make notes and to use it to facilitate conversations with stakeholders and people in the team.
USABILITY LAB TESTING
heatmaps and session recording
We needed to help customers better understand which product they needed, what were the costs involved, how the products worked and what the benefits were of using the product. My hypothesis was therefore that if we were to restructure the site navigation and re-organise and re-write the content on the product pages, customers would be able to better understand how the products worked and would be more likely to purchase.
I addition to making the navigation easier, it would also enable us to land traffic (i.e. from paid search) directly on to the page related to their specific search. So, for example, a search on the keyword ‘euro card’ could take the user directly to the Euro Card product page.
The information was arranged on the page according to the priority of importance to customers. I added a sticky secondary nav bar to the product pages so that wherever the user was, they could always quickly find the key information they needed.
split traffic (a/B) testing
The test ran for 8 weeks until reaching statistical significance and showing a conversion uplift of 18%.