Capstone
This project details an iterative design research and redesign initiative focused on significantly improving user engagement and information retention on our Product Overview pages (Q2 2024).
We observed critically low user engagement and shallow scroll depth, with most users failing to read beyond the initial Hero section (average time spent below the first section was less than 4 seconds). Qualitative data revealed that users felt overwhelmed by dense text content immediately below the Hero, leading to quick bounces and reliance on navigational menus.
🔬 Approach & Key Changes
Process: We conducted 3 user studies incorporating 7 design iterations with 71 participants to isolate pain points and test hypotheses.
Solution: We implemented design patterns utilizing Progressive Disclosure and Microinteractions to reduce cognitive load by initially hiding detailed content until the user actively showed interest. The core content remained unchanged; only the interaction patterns and form were modified.
📈 Results & Impact
The final experiment demonstrated a marked increase in key performance indicators:
Use Case Engagement increased by 61%
Features engagement increased by 31%
Information recall increased 24%
Confidence in Product Knowledge increased 15%
🎯 Key Recommendations Implemented
The research culminated in four actionable recommendations that redefined the Product Overview page structure:
Prioritize User Intent: Move use cases and features higher on the page to meet immediate user needs.
Succinct Communication: Reduce overall content length and enforce concise communication to lower cognitive load.
Transparency in Pricing: Expose pricing information early to reduce friction in the buying journey.
Visual Proof: Incorporate more visuals to show the product's functionality and interface (e.g., screenshots, short videos).
Slide deck available upon request
