๐๐ฎ๐๐ธ๐ฒ๐ฟ'๐ ๐ฐ๐๐ฟ๐ฟ๐ฒ๐ป๐ ๐ฐ๐ผ๐ป๐๐ฒ๐ฟ๐๐ถ๐ผ๐ป ๐ฟ๐ฎ๐๐ฒ ๐ถ๐ ๐ฌ.๐ฐ%. ๐ง๐ต๐ฒ ๐๐ฎ๐ฟ๐ด๐ฒ๐ ๐ถ๐ ๐ญ%.
Getting from 0.4% to 1% is a significant increase, so I did not begin by simply redesigning the existing pages.
๐ ๐๐๐ฎ๐ฟ๐๐ฒ๐ฑ ๐๐ถ๐๐ต ๐ฎ ๐ฟ๐ฒ๐๐ถ๐ฒ๐ ๐ผ๐ณ ๐๐ต๐ฒ ๐ฐ๐๐๐๐ผ๐บ๐ฒ๐ฟ ๐ท๐ผ๐๐ฟ๐ป๐ฒ๐.
I looked at the experience from the homepage and product discovery through to the cart and checkout.
The main question was: ๐ช๐ต๐ฒ๐ฟ๐ฒ ๐ถ๐ ๐๐ต๐ฒ ๐ฐ๐๐ฟ๐ฟ๐ฒ๐ป๐ ๐ฒ๐ ๐ฝ๐ฒ๐ฟ๐ถ๐ฒ๐ป๐ฐ๐ฒ ๐บ๐ฎ๐ธ๐ถ๐ป๐ด ๐ถ๐ ๐ต๐ฎ๐ฟ๐ฑ๐ฒ๐ฟ ๐๐ต๐ฎ๐ป ๐ป๐ฒ๐ฐ๐ฒ๐๐๐ฎ๐ฟ๐ ๐ณ๐ผ๐ฟ ๐๐๐ฒ๐ฟ๐ ๐๐ผ ๐ฐ๐ผ๐ป๐๐ถ๐ป๐๐ฒ ๐๐ผ๐๐ฎ๐ฟ๐ฑ๐ ๐ฎ ๐ฝ๐๐ฟ๐ฐ๐ต๐ฎ๐๐ฒ?
The initial audit is now complete and a number of opportunities came out of the review, including:
โข Multiple popups appearing around the same time when users first arrive
โข A homepage hero carrying too many messages and competing priorities
โข A cart experience with limited support for users who are still deciding
โข Opportunities to reduce friction before checkout
โข Opportunities to improve abandoned-cart recovery
One of the practical considerations was Shopify's hosted checkout.
Some parts of the checkout experience are difficult to change directly. In those cases, I focused on what could be improved earlier in the journey rather than trying to redesign around platform limitations.
๐ง๐ต๐ฒ ๐ณ๐ถ๐ฟ๐๐ ๐ฑ๐ฒ๐๐ถ๐ด๐ป ๐ฐ๐ผ๐ป๐ฐ๐ฒ๐ฝ๐๐ ๐ฐ๐ฎ๐บ๐ฒ ๐ผ๐๐ ๐ผ๐ณ ๐๐ต๐ฎ๐ ๐ฟ๐ฒ๐๐ถ๐ฒ๐.
For example, the current thinking around the 10% discount signup is to move the opportunity to the cart.
The cart is a point where the customer has already shown purchase intent, while still giving Hawker more control over the experience than inside the hosted checkout.
The initial concepts also explore:
โข Reducing competing messages when users first enter the site
โข Simplifying the homepage journey
โข Giving the cart a more useful role in supporting purchase decisions
โข Moving email capture to a more appropriate stage of the funnel
โข Supporting users who leave before completing their purchase
๐ง๐ต๐ฒ ๐จ๐ซ ๐ฎ๐๐ฑ๐ถ๐ ๐ฎ๐ป๐ฑ ๐ถ๐ป๐ถ๐๐ถ๐ฎ๐น ๐ฐ๐ผ๐ป๐ฐ๐ฒ๐ฝ๐ ๐๐ผ๐ฟ๐ธ ๐ฎ๐ฟ๐ฒ ๐ป๐ผ๐ ๐ฐ๐ผ๐บ๐ฝ๐น๐ฒ๐๐ฒ and I'๐บ ๐ฐ๐๐ฟ๐ฟ๐ฒ๐ป๐๐น๐ ๐บ๐ผ๐๐ถ๐ป๐ด ๐ถ๐ป๐๐ผ ๐๐ต๐ฒ ๐ณ๐ถ๐ป๐ฎ๐น ๐ฑ๐ฒ๐๐ถ๐ด๐ป ๐ฝ๐ต๐ฎ๐๐ฒ.
This is where I am taking the initial concepts and developing the final high-fidelity designs.
That includes applying the Hawker brand more fully, refining the UI, working through the details of the interactions, and making sure the individual screens work together as one customer journey.
The work is still in progress, so the visuals I am sharing are not presented as the final answer. They show the project at the point between: ๐จ๐ซ ๐ฎ๐๐ฑ๐ถ๐ โ ๐ถ๐ป๐ถ๐๐ถ๐ฎ๐น ๐ฐ๐ผ๐ป๐ฐ๐ฒ๐ฝ๐๐ โ ๐ณ๐ถ๐ป๐ฎ๐น ๐ต๐ถ๐ด๐ต-๐ณ๐ถ๐ฑ๐ฒ๐น๐ถ๐๐ ๐ฑ๐ฒ๐๐ถ๐ด๐ป
The audit work is complete.
The design approach has been established and n๐ผ๐ ๐ ๐ฎ๐บ ๐ฏ๐๐ถ๐น๐ฑ๐ถ๐ป๐ด ๐๐ต๐ฒ ๐ณ๐ถ๐ป๐ฎ๐น ๐ฑ๐ฒ๐๐ถ๐ด๐ป๐.
I will share more of the process as the project develops if there is enough interest :)
For those interested, the initial conversion audit can be viewed here:
Hawker Conversion Audit
