Blends initial analysis included Hotjar analysis, the creation of a Google Analytics Audit and UI/UX report. By using this research, we designed desktop and mobile versions of the site to focus on what we’d observed. We also felt that the Eco Kids Planet branding needed to be strengthened to give the clarity that the client was looking for. By using existing colours and changing their fonts to have clearer branding across their site, we felt that we were able to achieve what was needed.
Key learnings from these reports were:
- Seamlessness Experience
We needed to create a more seamless shopping experience for users to navigate the website more easily.
- Retain Subscriptions
Existing subscription customers are the main source of income. Eco Kids were losing them, and we had to make sure to retain as many of them as possible.
- Focus on Products
The products needed to be more of the focus as people didn’t know what they were shopping on the site.
Blend implemented some upgraded design features to the website by improving the home and product pages and really focusing on what Eco Kids Planet sells - magazine subscriptions for kids. We also focused on navigation, making the entire checkout process simpler and easier.
Navigation is critical for any website. It’s the place that near enough everyone uses to easily journey through a website. A navigational bar at the top of a website is a piece of UI that contains useful links across a website. Having the right kind of links within the navigation is highly important - because some studies have shown that up to 50% of sales could be avoided due to users not being able to find the correct information quickly enough.
It should be logical, secondly, it needs to be intuitive, it needs to be structured properly, clear, consistent, simple, visual - but most importantly - accessible.
This is why navigations are important - well best practice really. This is why Blend approached the navigation with Eco Kids Planet with a goal in mind to make it easier and more accessible for users (giving more pages for SEO).