User journey
Map user journey, ideal task flows, and content requirements for direct to consumer website.
Client
Blueair, Inc. Founded in Stockholm in 1996 with the goal of making the world's best air purifier. Today, Blueair is available in over 60 countries around the world as part of the Unilever family of brands.
Role
UX design, content strategy, copy
Challenge
This project sought to provide user behavior and customer journey information for an agency partner signed on to redesign Blueair's underperforming ecommerce website on the Salesforce Commerce Cloud platform. To provide the necessary context, I evaluated gaps in site behavior, identified customer journeys, and mapped content to ideal user flows.
Project tasks
Evaluate current site behaviors and identify problematic areas
Define customer stages and set on-site goals at each stage
Layout the ideal flow to achieve each goal and map core user needs
Define content requirements that support user needs on each page
Map content areas on each page and create wireframes as starting point
Solution
Evaluating behaviors and identifying problems
I partnered with the in-house analytics expert to understand user behaviors and trends on the current site. We saw that most users entered the site from a category (CLP) or product landing page (PLP) and then dropped off, indicating that the site content was not addressing the user's needs.
Stages and corresponding on-site goals
Defining customer journey stages and setting on-site goals
First, I defined the customer journey stages: Awareness, Education + Research, Consideration, Purchase, Loyalty, and Advocate. Using my knowledge of blueair.com customers, I identified logical goals to move users through to the next step in their journey to becoming brand advocates.
Laying out ideal flows and core user needs for content
Next, I mapped out four 'hero' task flows to show how users would ideally reach goals in the Education + Research, Consideration, Purchase, and Loyalty stages. Further, I defined the two or three core user needs fundamental to each hero flow.
For the Education + Research stage goal of capturing an email address, I described the needs as trust and education.
Example of the ideal task flow for users in the Education + Research phase.
Core user needs for Education + Research ‘hero’ task flow
Trust in the brand – Are other people using the brand's products? Do I recognize any of their endorsements or accreditations? Do this brand's values align with my own?
Education on what makes a good air purifier – What information is necessary to evaluate an air purifier? What do I value most? Is this brand better than others?
Education on the needs an air purifier can address – Can it do what I think it can? Are there limitations?
Defining content requirements to support user needs
To define content that supports user needs, I zeroed in on the pages within each flow and used a template to organize the content required for each page.
Content requirements
Example of content requirements to achieve the Education + Research phase goal of ‘capture email address’.
Using this process for each task flow and goal, the focus pages for the site redesign became the homepage, why Blueair, category and family landing pages, product detail pages, and product refinement tools (compare tool, faceted search, and guided sales module).
Mapping content areas and creating wireframes
To further define the content for each page, I organized each piece of supporting content by the core user need it helped to fulfill. For context, I mapped the pieces of content to basic wireframes and provided examples for the agency team to reference.
Homepage content requirements mapped to the user core needs.
Homepage wireframe part 1
Homepage wireframe part 2
Homepage evolution
The brand website with these recommendations launched summer of 2020.
July 28, 2019
August 6, 2020