1. Low interaction
Low interaction rates with the carousel even though it takes up a large percentage of the page.
I wanted to redesign the logged out homepage as soon as I started working at Ocado Retail. I felt it was a really poorly designed page that could work much harder to educate and acquire new customers. 2 years later I seized an opportunity as we looked to improve the performance of the page.
After many user studies, competitor research and analysis on our homepage we decided to create a brand new logged-out homepage to acquire and educate customers.
I created this short video to enter the Contentsquare Digital Experience Awards 2023 for the ‘Best single page optimisation’ category. We came 3rd place.
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Screenshots of the original webpage on Desktop, Tablet and Mobile devices.
Hover over or click one of the issue's below to see where on page the issue was located.
Low interaction rates with the carousel even though it takes up a large percentage of the page.
High overall exit-rate for such an important page.
Low engagement with slot booking (main action) and product listings.
Customers become frustrated with the unclickable elements on the page.
Participants reviewed the current LOHP and provided feedback whilst completing tasks.
Increase the amount of slots booked from the logged out homepage.
Educate new customers on the benefits and unique selling points of Ocado.
Improve the structure and content so that its easy to digest for new customers.
I collaborated with several teams across the business such as content marketing, social and creative to make sure content on the wireframes was useful and relevant.
We used all the data and insights to inform our decisions in terms of which content to keep, remove and add. I worked with various teams across Ocado Retail to generate content for the page.
I used psychological principles such as gaze cueing and social proof to help nudge customers to book a delivery slot.
Once the design was approved by the relevant teams the page was coded by our front-end development team and then set up as an A/B test comparing it against the original page.
Here I was exploring how to fit the page into the style of 'windows' which is used elsewhere in Ocado's banners and print. This became a compromise as I had to balance out fitting within the strict guidelines and responsive web.
Whilst taking part in a user study participants reviewed the new page and provided verbal feedback.
As the test yielded such positive results the next step was to get it hard coded onto the site.
We then started to iterate on the page layout and design to work which bits of content resonated with customers most.
We hope that by improving the mobile design we can improve key performance indicators even further.
Richard Watters (me) - Senior UX Designer.
Robert George, Alessandro De Oliveira, Neeti Soni, Billy Atim - Web Developers.
Jonathan Pritchard-Barrett and Emma Rodin - Copywriters.
Nicole O'Brien - Conversion Rate Optimisation Executive.
Matthew Wilson - Digital Optimisation Manager.
