Vamos Parcelar: Website/E-commerce
Overview
After a thorough analysis of the company's evolution and growth, the product team was tasked with redesigning the user journey on the website, focusing on in-depth research and improved usability.
We began with comprehensive desk research, followed by refinement through secondary research, including user interviews.
Finally, we conducted a benchmark analysis to understand competitor behavior and establish an information architecture informed by all our research.
Company: Vamos Parcelar
My role: Product Designer
Timeline: 3 months
Responsabilities: research planning; leading group dynamics; interface design
Desk Research
Our first step was to gather and organize all the information held by our stakeholders. We used these insights to create a CSD Matrix and plan a user survey to validate our assumptions.
Information Architecture
Following this, we conducted a card sorting session with our team to reorganize the information and create a comprehensive sitemap encompassing all functionalities.
Personas
After conducting our questionnaire, we were able to validate our personas with greater confidence.
Metrics
To develop a product that could be more effectively analyzed through metrics, we studied data from Google Analytics and collaborated with our marketing team to define hypotheses that could be mapped across all features.
Key metrics analyzed:
1. Average time on page: Detran
2. Conversions (key actions)
3. Bounce rate
The impact
The impact
The entire decision-making process was driven by the need to increase service sign-ups. Many users were visiting the e-commerce platform but not converting. We analyzed the heatmap and reorganized the information so that users could quickly see what was most important and complete the service sign-up more easily.
