MS - UX & Information Systems
Achieving a 30% spike in order rates post - launch
"as a UX Engineer, I tackled high-priority issues by redesigning and shipping the new search bar component within 2 sprints"
Problem
We encountered a high-priority issue where customers were abandoning our website due to difficulty scrolling through search results. This resulted in a decline in both online and pickup order rates. Users were frustrated because scrolling through search results required three click actions, leading to confusion and site abandonment.
Solution
After conducting usability tests and interviewing frequent users, we identified the root cause and allocated one sprint to address it. However, the initial solution using code proved to be non-scalable and caused browser dependency issues. After numerous discussions, we decided to revamp the search bar entirely. I proposed and designed an auto-suggest search bar, which was developed and implemented within another sprint.
Impact
The redesign of the search bar led to a significant 30% increase in order rates. By simplifying the search process, users experienced improved navigation and were more likely to complete their purchase, resulting in a notable positive impact on our business metrics.
Increase Revenue and User Interaction by restructuring the functionality of the clip coupons feature
"as a UX engineer, I doubled user interaction rate by optimizing the clip coupons feature, resulting in a 2x increase in engagement."
Problem
Users were not utilizing the clip coupons feature as expected, showing a discrepancy between anticipated and actual usage patterns. Users either didn't clip coupons or failed to add products to their cart after clipping coupons, indicating confusion in the user experience.
Solution
A moderated usability study with 15 users was conducted to gain insights. Two key adjustments were made:
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1. UX Redesign: The flow was streamlined by introducing buttons sequentially. When a user clips a coupon, the "add to cart" button becomes accessible, reducing confusion.​
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2. Enhance Coupon Visibility: The page was updated to display all qualifying products associated with a clipped coupon, facilitating quicker decision-making.
Impact
The modifications significantly improved user interaction, doubling user engagement with the clip coupons feature. The clip coupon rate saw a noticeable enhancement, indicating that the adjustments effectively addressed the underlying usability issues and aligned user behavior more closely with the intended usage of the feature.
Designed Savings History Portal for Food Lion
"as a UX Engineer, I tackled high priority issues by redesigning and shipping the new search bar component withing 2 sprints"
Problem
When Food Lion became part of Peapod Digital Labs (PDL) acquired by AHold Delhaize, its design didn't align with other operating companies (opcos) within PDL after an acquisition. This misalignment necessitated a redesign of the Food Lion website to ensure consistency across the platform.
Solution
Taking the initiative as a UX Engineer, I led the effort to design and develop the savings history and order history sections of the Food Lion website. By focusing on user experience and aligning with PDL's design standards, we aimed to create a cohesive and intuitive digital experience for Food Lion customers.
Impact
Taking Unfortunately, I don't have access to specific impact data as my tenure with the organization ended before the project was officially published. However, at the time of my departure, the deployment of the redesigned sections had been completed in the production environment, setting the stage for improved user engagement and satisfaction once officially launched.
Meet Team Salty
