Planificador
Creativo
Digital Agenda
My role
Redesigned Website
UX Research & Analytics
Project Duration
4 months, 2024 (part-time)
MAIN TOOL USED
Shopify - Mouseflow
About
Background
Planificador Creativo is an e-commerce store that sells digital planners tailored for Spanish-speaking countries.
What challenges was the store facing?
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Low Conversion rates
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​Lacked understanding of their audience, including what they like and dislike about the current planners and what features they would like to see in the new version of the planner.
What steps did I take?
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Used Google Analytics 4 to analyse visitors' geographic locations and preferred channels, identifying where users are dropping off the website.
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Conducted Social listening to understand the audience, gather real-time feedback and insights from costumers to identify their preferences and pain points.
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Conducted user interviews with customers who purchased the planner to gain insights into the features they like and dislike and what features they would like to have.
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Conducted usability testing of the website to evaluate who users interacted with the website
Findings and insights
 Visitors are mostly from Mexico, Colombia, and Uruguay. |  87% of customers were female |  Facebook ads led to more desktop and mobile website visitors compared to TikTok ads. |
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 60% of users interviewed found the desktop homepage overwhelming and not accessible |  4 out 5 costumers expressed dissatisfaction with the planner they purchased, citing various issues with its quality and functionality. |  Customers expressed a desire for features such as full customisation, menstrual trackers, meal planning, and habit tracking. |
Revamping the homepage
​Based on the feedback from the homepage usability testing, I designed the page with a minimalistic style while integrating the brand colours throughout.
before
after
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How users interact with the Home page?
Used the Mouseflow heatmap tool to evaluate how users interact with the new homepage. The experiment was conducted five days after publishing the new design. From this study, we observed that the main clicks were on the CTA in the hero image, 'Discover the Creative Planner,' and 'Buy Now' after the user had read or scrolled halfway down the page. However, due to time restrictions, we could only evaluate the interactions for a limited time
