Exhilo Studio
Inspired by a latin phrase which means "creation from nothing," Exhilo fosters a community of creatives through local meetups and creates quality apparel for people to express their creative lifestyle and values.
Sales Funnel Optimization Case Study
Role: UX Designer, Visual Designer, Copywriter
Team: Curtis Ying & Marketing Agency
Project Type: Web
Duration: 4 Weeks
Tools: Photoshop, Illustrator, Shopify, Google Analytics, Hot Jar
Problem
Although there are many website page views, there are very few purchases.
Business Goal
Increase purchases on the ecommerce website.
Access the Situation
1m 39s
Current Average Session Duration
3 Orders
Month of July
471
New Users
Hypothesis
Potential customers do not purchase, because they do not trust Exhilo Studio.
Hypothesis
Build trust by adding a number of storytelling elements
Personal story on the homepage
Testimonials
Convincing Copy at Checkout
Logos of reputable companies
More info in the About page
Portrait & Personal Story
Summary of Findings
Common trends from testers:
Onboarding – It was unclear how to download torrents and what file type to download.
Torrent Search – The search feature was jarring because it took users outside of the app.
Music Player – Users could not find music controls or easily identify what song was playing.
1. Onboarding
Based on the research, new users have difficulty navigating the app because it lacks clear instructions on the steps to finish downloading a torrent. The proposed solution is to create an unobtrusive onboarding experience with three clear steps placed in the zero state of the app homepage.
ℹ Pairing iconography with text reinforced each significant step to successfully download a torrent.
Onboarding Solution
By clearly outlining the main steps for app usage, new users are able to easily understand and utilize all the app's features, leading to a great overall first experience.
2. Torrent Search
The search for torrents through the web is a strong feature but easily misunderstood due to the lack of visual cues. Users don’t expect to be taken out of the app and onto a web browser.
Torrent Search Solution
The redesign of the search feature mimics a standard search bar to ease users into the experience of launching their web browsing app.
3. Music Player
The app has a powerful music feature but has unfinished engineering and poor UX, with music controls only found in a hidden queue tab.
Studying Music Apps
By conducting a competitive analysis of other popular music apps, it was evident they all follow the same design pattern of a mini-player and full-screen mode. This discovery lead me to propose similar features for the BitTorrent app to the engineering and product managers.
ℹ Spotify’s UI UX stood out the most amongst other music apps.
Music Playing Solution
By making music-playing controls accessible on all app pages, this feature becomes significantly more usable and delightful for users. Our decision to create a mini-player that mirrors the behavior of other popular music apps ensures that users can easily and seamlessly interact with this feature without learning something entirely new.
Success Metrics
In addition to more usability testing with more users, the team can further gauge the success of these designs by monitoring Google Analytics. The success of the onboarding and music player screens can be tracked by the increased average time spent. To gauge the success of torrent searching, we can track for an increase in successful search inquiries through the app.