One day, business unit noticed that there was a significant drop on the App product metric during purchase process. While Development Team worked on checking the setting of data tracking, I worked as a senior UX designer and partnered with the other UX designer to identify the problem as well. We analyzed the existing tracking data and conducted user study to better understand user behavior. We also compared the usability testing results of users' purchase journey on the mobile device from our service which include App and mobile web.

Problem Statement: As a designer/ developer/ product manager I need to know the reason cause the drop and plan for further App enhancement

Responsibilities: I was a senior UX designer, conducting the user research and analyzing the qualitative and quantitative data to identify the problem and reason from users behavior. I also shared the insights from research to cross-functional teams and helped to define the next step for the product enhancement.

App user purchase journey

Usability testing result of purchase process on App and mobile web

Base on qualitative and quantitative data, we were able to reveal the facts how users experience their purchase journey with our E-commerce App. The research results indicate the next step for enhancement:

• Better division of search scope

• More efficient for screening search results

• Clear communication for member points and order status

After discussion between Business Department and Product Department, we decided two enhancement approaches for a quick win with limited resource.

More Efficient Search on Small Screen

Wishlist Enhancement