Tray Corp, a leading Brazilian eCommerce company, faced usability challenges with its heavily trafficked Orders page, representing 55% of weekly visits. Users reported issues, prompting a redesign initiative.
My role
Research
Strategy
Writing
UI Design
Objective
Enhance user satisfaction, reduce effort, and address high page abandonment.
In-depth methods
Interviews
Satisfaction assessments
Surveys
Heatmaps
Session recordings
Usability analysis
Issues identified
User dissatisfaction
Effort-intensive order filtering
High abandonment rate
Feature location difficulty
Misaligned page structure
Strategy
Goals
Reduce cognitive load, increase productivity, enhance personalization, empower users.
Structural Problems
Financial data exposure, information overload, unclear hierarchy.
Proposal
Simplify by reorganizing hierarchy, introducing a user-friendly date picker, quick action button, and a concise "resume" feature.
Usability Tests
Qualitative Tests
5
Individual meetings
10
Identified problems
Quantitative Tests
78
Testers using Maze platform
+5
Identified problems
Final Adjustments
Collaborated with developers to address feedback and Maze results, refining the redesign.
Results
User Satisfaction
Increased from 3.5 to 4.1
Customer Effort Score
Improved from 4.6/7 to 5.8/7
Page Abandonment
Reduced from 1 click per 34 to 1 click per 178.