The leading Swiss online supermarket
UX & Design Lead
01 THE CHALLENGE
Redesign catalog information architecture for 15.000 daily users
We redesigned the architecture of the product catalog since it grew so much and became very difficult to browse. The users also did not have the possibility to refine their search since we did not set up any filters at this point.
During many years our catalog was growing up to 33 main entrances, 300 secondary ones and +3040 third entrances… 😮
How did we manage to restructured the information architecture ?
02 THE SOLUTION
User-friendly IA & navigation
We realized that we had many specific categories but lacked spaces to inspire our clients (example: a space with only best deals, important brand offers etc..). Implementing a Shop in Shop approach allowed us to generate value and confidence to our customers.
70% of our users leave our page if they don’t find a product within 2 minutes of navigation.
How to improve this? We redesigned the different types of navigations.
71.43 % users use central navigation
Time: 11,7s seconds
Misclick rate: 2.2%
19.05% users use search
Time: 4,3 seconds
Misclick rate: 0%
9.52% users use menu main navigation
Time: 18.3 seconds
Miskclick rate: 0%
We did 2 days of usability test moderated by the agency :Ratio in the heart of Lausanne and recruiting test users job by TestingTime.
03 THE RESULT
Smooth user flow and consistent design
After 6 months of work we managed to implement the project and offered a brand new proposal with a smart categorization system focused on our customers needs. The filters that we’ve integrated helped the customers to fill their cart more efficiently.
Users use the filters in the search after implementation
Increase the possibility of purchase in search after implementation of filters
Of the daily users traffic on the Discounts & Organic pages.
Time save to fill a basket ready to checkout