I joined the team just after the hypothesis had been defined by the team and head of UX. We were embedded into the client’s office and 100% of our time was booked on this project so we could work quickly and seamlessly with the client, our product owner, and as a team 

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My first task was to review some of the early research and see how this might affect the design I would implement, and to see how the hypothesis had been reached. It quickly became apparent to me that the hypothesis had merit and that while it wasn't necessarily reducing the number of CTAs, of which there were only a few, but that there was certainly a lot of 'noise' that might be stopping users from making choices, so brevity and clarity to help users progress effectively. 

 

We then worked very closely as a team to run through iterations of design​, test and build. After the I designed the initial concepts we came together as a team to see how they measured up against our current learnings and decided on which route to progress, I then went through another round of design which I quickly put into a wireframe prototype which myself a few team members went out to a local coffee shop to garner some preliminary user feedback. Based on this feedback I went into a third round of design which was pulled into an MVP, all the while working in tandem with the Designer and Developer.

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The developer created a scaled back MVP beta that I put into remote testing and based on this we continued to make further adjustments. There were some particularly useful learnings that came out of this, including that less choice did not mean less information but that the information given needed to be direct, to the point and factual due to the subject matter.

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We released the full beta page to 10% of the Canadian markets traffic with a 55% reduction in page weight in comparison to current PDP. Currently the results are still inconclusive but here are some of the results:

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• Featuring the Test Drive CTA in the sticky CTA block increased Test Drive initiates by 320%

• Mobile experiment sessions produced mixed results

  • Highest uplift in Test Drive Initiates (546%)

  • Statistically significant decrease in configurations started on mobile (-7.17%)

• Experiment did not alter exit rate to a statistically significant degree

• Users who interacted with the variants component of the page completed a configuration at a higher, but at a statistically insignificant, rate than the rest of the page

• 12% of visitors used the specifications accordion component on the test page compared to 6.4% of visitors who visited the specifications page on the control page