We began by holding various meetings with cross-functional teams where we brainstormed and compiled an extensive list of features that we wished to incorporate into the new experience. Our list included even the most ambitious ideas. Then, we selected the practical features that corresponded with our personas.
Once our client approved our initial concept, we proceeded to create wireframes for the user interface. We spent a few weeks on this task while consulting with our client every week on the progress. Once the client was satisfied with our concepts, one of our team members would begin designing high-fidelity mockups. Concurrently, we continued working on wireframes. After completing each set of application screens, we sought the client's approval before moving on to UI design.
Naturally, during the design process, we encountered situations where we couldn't predict the best course of action for our users. Our priority, however, was to increase goal conversion, as measured by Google Analytics. To achieve this, I designed an A/n experiment using Google Analytics with different variants in these situations. We defined five variants of a recipe page with variations in the arrangements of CTAs. Consequently, we increased the conversion rate of the primary CTA by 97%.
This project was our first attempt to put so much effort into data analysis. This year, I obtained certification in Google Analytics and created a measurement plan for the application. After deployment, we continued to analyze user behavior and conversions as reported in Google Analytics. Over the next few months, we conducted several additional A/n experiments and user surveys to enhance user flows and experience.
