This case study will detail the process of how we achieved, through a small series of hypothesis validation through AB tests:
Higher average session duration
70%
increase in 1st Party Data Collection
38%
improvement in Bounce Rate
39%
increase in Store Locator
27%
The Challenge
Redesign the Benadryl® website incrementally, using AB tests to ensure seamless customer journeys. Also, identify opportunities for improvement through meticulous data analysis and optimize touchpoints to enhance the overall customer experience.
The Team
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Senior UX Designer | Thaís Petry
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Digital Strategist | Homero Carmona
Website Audit
We initiated the project by conducting a comprehensive audit of the Benadryl website. We presented our findings to the brand and subsequently offered our services to further refine their online presence.
In the audit, we presented:
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Analysis of the sales funnel, from traffic to eRetailer Exit, based on Google Analytics, Google Search Console, and Channel Advisor.
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Protopersona, based on Google Analytics Demographics.
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Usability analysis to evaluate the website's user-friendliness and identify areas for improvement.
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User journey and key pain points based on Google Analytics Behavior Flow and our expert insights.
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User journey To Be and business opportunities.
The Process
After presenting the website audit to the stakeholders and receiving their approval to proceed, we took action and started executing our plan. Following the Design Thinking approach, we followed its 4 iterative phases: Immersion, Ideation, Prototyping and Validation.
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For immersion, we gained more access to the company's databases, expanded the scope of our research, and refined our analyses.
For ideation and prototyping, we devised strategies focused on specific metric improvements and worked on Concept Designs to validate the look and feel with the business.
For validation, we planned and executed series of AB tests to validate the expected results.
Desk Research
We started the project with Social Listening by diving into Quora, Reddit, Google Trends and Answer the Public platforms to understand what users say and ask about the medicine and its competitors.
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Then we analyzed the documents made available by the brand to understand other aspects of the business.
Persona
Based on our desk research and access to Analytics data, we designed a persona named "Nicky" to consolidate our findings and give the stakeholders a better understanding of the specific audience cut visiting their website. We highlighted her goals, behaviors, fears, doubts, and frustrations. Also, presented other key findings in the narrative of other members of her family.
Benchmark
Through our desk research and discussions with stakeholders, we got a good grasp of the main competitors and other key J&J brands. We compared them to identify improvements opportunities.
User journey
With more data at our disposal, we refined the user journey by analyzing user heatmaps on the website. This allowed us to highlight:
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User behavior patterns based on heatmap data.
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Usability issues we discovered during the website audit.
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Key pain points and thoughts of the users.
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Promising opportunities for improvement.
Workshop
Armed with our new insights, we facilitated a workshop with the Core Team to define the primary goals of the website redesign. Together, we determined the primary and secundary metrics to focus on. This collaborative effort resulted in a list of actionable recommendations and a comprehensive roadmap.
Prototypes and hypotheses
We defined the new Site Map of the website in collaborative sessions with other business partners. Then, we generated prototypes of the new medicine purchasing journey on the website, strategically designed to improve the metrics agreed upon in the workshop.
Validation through AB testing
We started the validation process by prioritizing hypotheses based on ease of execution and impact on the business. We defined the roadmap, conducted tests, and analyzed the results.
Impact
We have observed that the project has had a significant impact on key aspects of the business:
✓ Enhanced User Experience: The redesign of the Benadryl® website through AB tests and optimization of touchpoints resulted in an improved user experience, making it easier for customers to navigate and purchase the product they need.
✓ Data-Driven Experimentation Culture: The AB tests and data analysis results influenced the website redesign fostering a data-driven culture, reducing risks and accelerating business results through informed decision-making.
Higher average session duration
70%
increase in 1st Party Data Collection
38%
improvement in Bounce Rate
39%
increase in Store Locator
27%