Curran’s websites (sisalcarpet.com and curranonline.com) used very different sitemap and product table structures. Both sites were difficult to browse leading to high abandonment rates, particularly on curranonline.com. Curran is a small company focused on catering to design and architecture industries, as well as design-oriented consumers.
ahrefs (site audit)
Figma & Figjam
Jira & Confluence
Responsive web design
Through research I uncovered 3 main problems with the browsing experience of the websites:
1. Little to No Filtering
During usability tests, it took customers an average of 6 minutes to find a product on curranonline.com and under 2 minutes on a competitor's site. Most users said they would abandon this process after a few minutes of not finding what they needed.
Example: If someone clicked Deep Seating in the primary nav, they saw a page organized by brand and there was no way to see all deep seating at once or filter on a product attribute.
How might we make Curran's product catalog filterable, consistent, and organized?
We converted our key problems into UX outcomes:
No Filtering → Filterable
If we do a great job of implementing filters then customers will be able to find the products they need quickly and easily so that they don't leave the site to find a more efficient shopping experience.
Inconsistent → Consistent
If we do a great job of restructuring the sites' navigation and show consistent wayfinding, then customers will be able to browse more freely so that they don't feel lost and abandon the sites out of frustration.
Unorganized → Organized
If we do a great job of organizing the products on the backend and present product variations at the product card level then customers can quickly scan all available options so they don't abandon the sites when they get tired of scrolling through duplicate items.
Example: Because of the tangled site map on curranonline.com the search bar was the customer's best bet for quickly narrowing results. This was not best practice since using search only works if the customer knows exactly what they are looking for.
The foundation of this major update was to simplify the path to purchase for both sites.
The new primary navigation went through a few rounds of testing before we landed on the best model for each site.
After testing, iterating and conducting competitive research, we landed on a new information architecture and navigation upgrades for both sites including:
Intuitive and organized hierarchy
Robust filtering & sorting
Improved site map structure
"It [curranonline.com] looks great and was easy to read, search and filter based on my needs."
- customer quote from the customer service team
Customers are now able to narrow their search and find what they need quickly and easily so they don't leave the sites for a more efficient shopping experience.
The conversion rate is up an average of 41% across all sites
(90 days after launch compared to the previous period)
As the site grows it will follow a new, organized structure. Customers can easily figure out where they are on the sites and navigate freely so that they don't have to call customer service for help or abandon the sites.
Customers can now easily discover and compare products and they spend less time wading through duplicate product listings.
The bounce rate is down by 6.7%
(45 days after launch compared to the previous period)