Diagnosing Business Challenges

To understand why Kibuc was attracting traffic but not converting sales, we conducted a CRO audit to identify key challenges and opportunities for improvement.

- Benchmark Analysis: We evaluated the business within its sector, analyzed key competitors, and defined both micro and macro KPIs to measure performance.

- Data Analysis: Using Google Analytics, we conducted an in-depth review to uncover critical pain points impacting user experience and conversion rates.

We also assessed Kibuc’s site performance to explore opportunities for optimizing speed, reliability, and overall service quality for customers.

Identifying Usability Issues and User Needs

We conducted a guerrilla test with 12 participants—6 on desktop and 6 on mobile—to identify pain points and behavioral patterns in the furniture and home decoration shopping journey.

To complement our findings, each session concluded with a brief interview exploring participants' online shopping habits and their approach to purchasing furniture and decoration products.

After the test, we grouped the insights into categories: Home, Product Grid, Product Page, Cart, and Checkout, enabling us to clearly identify areas for improvement.

Understanding User Mental Models

Through the guerrilla tests, we identified that the existing information architecture (IA) was ineffective in meeting user needs. To address this, I proposed conducting a card sorting test to better understand users' mental models when categorizing furniture and decoration products. This insight allowed us to develop an initial, user-informed information architecture that aligned with users' expectations and behaviors.

Defining User Personas

Based on the insights gathered, we defined three core user personas for Kibuc, which served as a foundation to guide the development of the e-commerce design and ensure it aligned with user needs and behaviors.

RESTRUCTURE

Problem: Menu organization doesn't match how users naturally think about and categorize products.

Strategy: Redesign the e-commerce information architecture to enhance product findability.

OPTIMIZE

Problem: The performance of Kibuc’s e-commerce platform is significantly below user expectations.

Strategy: Optimize Kibuc’s technology and UX to improve navigation and overall performance.

ENGAGE

Problem: Kibuc’s e-commerce receives high traffic but suffers from low conversion rates.

Strategy: Elevate the brand image and inspire user engagement to drive higher conversions.