User journey research

Requirement Gathering - How the site is currently used.
Defining the existing user journey, identifying the unnecessary loops, hesitations and common wrong turns.

Data gathered from lab testing and heat mapping of the current site identified how users were using it and where time was spent/wasted.
Under lab testing; users we’re presented with questions/tasks that would test the basic expected tasks the site should be fulfilling.

This is what the data showed, and that some users we're often unsure of where to turn, but this highlights that the desired converting path can be improved.

More to come in this project - Competitive analysis, mobile usage, IA & navigation, Visual Design and Prototyping, Optimisation testing.