To test the new website navigation hierarchy we performed tree testing for evaluating the find-ability of topics and navigation elements in the new website.
From our initial findings we learned that users were looking for information on the products themselves, before and after testimonials, and most importantly – their own account information.
To understand the Heart of the Customer we created this visual story detailing how people interact with the Proactiv brand. Understanding that in real life, a user doesn’t take a linear journey, and different sections of the steps might overlap, for sake of the map we created this as a step-by-step illustration.
We took our general customer/user and divided their path into four swim lanes: phases, actions, thoughts, mindsets/emotions. From here we were able to determine that users finds acne frustrating – which is a given, users found the site confusing – too many drop-downs, the navigation wasn’t intuitive, and when receiving products they didn’t get what they wanted when they wanted. Lastly billing cycles were confusing and frustrating.
We created an experience map to illuminate the current Proactiv member’s site holistic customer experience. Unfortunately it provided a list of pain points and virtually no positives. Fortunately that gave us actionable items to move forward.
Customers were frustrated by the lack of detailed product information, the lack of information regarding why certain products couldn’t be added to their kits, and the irresolution of error messages that didn’t seem applicable to user’s action.
We resolved to fix these issues with clearer language, step-by-step iteration of products layouts that would alter as each product was chosen to show what could be added to their kits and what was restricted, and limit error messages to the dunning flow – the structure of non-payment.