E-commerce Home Page

Improvements for the H&M home page to help the customers find what is most relevant for them and increase engagement with relevant and recommended content.

Goal

We believe that creating a more personalised and relevant online experience for our customers will make it easier for people to browse and purchase products therefore increasing retention and revenue improving the accuracy of our personalisation service and inspirational content.

My role and responsabilities:

• User research to understand the context and identify opportunities
• Facilitating workshops to ideate and connect stakeholders
• Providing low and high fidelity prototypes
• Presenting the design solution to stakeholders
• Leading recurring round table sessions to make sure all the involved teams are aligned and up to date
• Connecting and being the main point of contact for the pre transactional customer journey for the landing experiences

Current experience analysis

The first studies were done before by the team together with data analysts to understand the current behavior.

Data analysis in the home page from 2020:

• 41 million unique page views. This equals to 8% of all pages
• 42% of the customers are starting their session on the home page
• 24% considering only web touchpoints
• Visitors spend 21 seconds on average. (The average session duration is 5 min)
• Visitors who enter the page and exit without viewing a second page is 13.74% (bounce rate)

User Interviews

5 customers were interviewed to understand their behaviours when interacting with the current home page, capture impressions and identify pain points

Some example of questions used during the interviews:

• Understand the customer background asking how they shop online, how often they shop and which sites/apps they use for it
• What do you think about the H&M home page?
• Which option would you go first?
• What caugth your attention the most?
• What would you change here and why?
• What would you expect to see on the home page?

Pain points

• Lack of shoppable content
• Content not relevant to the customer
• Feeling not personal
• Lack of inspiration and curation

Main insights based on the customer pains and needs:

A safe house: The customer needs a place that they know has quick entries to assortment and that they can revisit to start new exploration loops when stuck.

Inspiration: The customer needs a place where they can access content that triggers exploration loops in scoped areas.

Personalisation: Offer relevant and personal content for all the contexts. Favourited products, visited products, visited categories, and reccomendations were mentioned.

Flexible & Dynamic: Flexible home page structure to cater for different user needs, regional needs.

A map with all the components information was created to make it easier to identify the job to be done for each component according to the customer needs.

Some workshop sessions were performed to connect all the insights to the stakeholders and start to propose solutions. The participants included data analysts, product owners, product designers, AI engineers and business experts.

High fidelity prototypes were created to test the main concept and each component. The prototypes were created considering the different usage of components and the 3 different scenarios: new visitor, returning visitor and logged in customer (member), and the mobile and apps touchpoints.

To validate the concept and components we performed:

• Moderated interviews
• Unmoderated tests
• Card sorting
• Design reviews
• A/B tests experiments
• Heatmap analysis

After iterations based on the validation insights, a MVP version was launched in March 2022.

Some of the numbers after launch:

• 32% decrease in bounce rate
• +2.2% increase in revenue
• +118% increase in visit to brands PLPs
• Engagement with components increased (around 16% to 30% CTR)
• Increase in visits to PDP 2.62% and PLP 5.91%

As more teams are contributing with the home page, I am facilitating alignement sessions to make sure everyone is aware on what is going on and also to share interesting highlights or learnings related to the home page.