CLIENT
Sony,
Global
Services
UI/UX, UX Research, Information Architecture, Analytics, Competitor Review, Accessibility Review, Audit
Responsibility
Senior Product Designer
Challenge
The existing online platform for the Switch Up campaign faced significant challenges:
Unclear Value Proposition: Users struggled to understand the benefits and mechanics of the trade-in program.
Complex Transaction Process: The multi-step procedure, spread across three separate Sony websites, led to user frustration and drop-offs.
Low Conversion Rates: The convoluted user journey resulted in suboptimal engagement and participation.
The objective was to redesign the responsive website to present a clear, cohesive, and user-friendly experience that would drive higher conversions.
Process
Adopting a service design approach, I embarked on a comprehensive process to reimagine the customer journey:
Research Workshops: I conducted in-depth workshops with stakeholders and potential users to gather qualitative insights into their needs, pain points, and expectations.
Customer Journey Mapping: Utilising data from the workshops, I crafted detailed journey maps to visualise user interactions, identify friction points, and uncover opportunities for improvement.
Cross-Functional Collaboration: I collaborated closely with cross-functional teams, including marketing, development, and customer support, to ensure that the redesigned journey aligned with business objectives and technical constraints.
Wireframing and Prototyping: Based on the journey maps and collaborative inputs, I developed wireframes and interactive prototypes to conceptualise streamlined workflows and intuitive interfaces.
Stakeholder Engagement: Regular presentations of findings and prototypes to stakeholders ensured alignment and facilitated iterative feedback.
Usability Testing: I conducted usability tests with target users to validate design assumptions, gather feedback, and refine the prototypes accordingly.
The redesigned Switch Up platform introduced several key enhancements:
Unified Platform: Consolidated the three separate websites into a single, cohesive platform, reducing user confusion and streamlining navigation.
Transparent Value Proposition: Clearly articulated the benefits and steps of the trade-in program, ensuring users understood the offer upfront.
Simplified Transaction Flow: Redesigned the multi-step process into a more intuitive and linear progression, minimizing cognitive load and facilitating completion.
Responsive Design: Ensured seamless accessibility across devices, enhancing the user experience on desktops, tablets, and smartphones.
Impact
The implementation of the redesigned platform yielded significant results:
Bounce Rate Reduction: The homepage bounce rate decreased from 75.5% to 42%, indicating a substantial improvement in user engagement.
Increased Conversions: The number of new customers participating in the trade-in program rose by 30%, reflecting enhanced user satisfaction and trust.
This case study exemplifies the power of service design in transforming complex user journeys into seamless experiences. By leading research workshops and collaborating with cross-functional teams, I was able to deliver a solution that not only met business objectives but also resonated with users, driving meaningful engagement and conversions.
