Noel Leeming (part of The Warehouse Group) is a leading tech retailer in New Zealand and offers a vast range of services to help customers with their latest tech purchase. One of our business goals was to increase the attach rate of services with products purchased online.
As the Experience Lead on this brand, I reviewed the current experience based on data analysis and UX best practices. That helped in identifying opportunities for further research and experimentation, which I presented in the form of an experience strategy and roadmap to the business stakeholders. We prioritised improving discoverability as a key area to focus on. To deliver this project, I worked on the e2e design process – from quantitative research through implementation.
We started with the foundation – the information architecture of how Noel Leeming Services were structured in the navigation. As an important starting point for user discovery, it was essential to create the right hierarchy to make the range of services visible to the users.
We conducted a tree test on old IA against proposed IA to understand which was closer to users’ mental model.
Based on our hypotheses, we created a set of tasks asking users to find specific information in the link tree.
Hypothesis |
User task |
|---|---|
Users understand Repairs over HelpDesk to choose repair service. |
Your 1-year old smartphone has stopped working and you want to get it fixed. |
More users expect to find services under 'Services' than under 'Products'. |
You want to find out about a new washing machine installation. |
Users understand and can find My Tech Solutions easily. |
You're buying a laptop and looking for a bundle, including warranty and help for set up and tips to use it. |
Users understand and can find Helpdesk easily. |
You're facing issues on some devices for past few months. You're looking for long term technician support. |
The tree test helped us get insights into our hypotheses and users’ mental model.
More users expect to find services under the 'Services' link than under the 'Product' link.
You’ve recently purchased a TV, and you are looking for help to install it on the wall.
Majority of users associate set up / installation under Services than integrated with Products.
The overall results helped in validating that the new IA was closer to users’ mental model and expectations, with an increase in success rate by 18%. Although it still wasn’t a high success rate, this test helped in highlighting the risks of using business terminology for a few services.
Based on the results and insights, we updated the IA to make it easier for users to discover the range of services.
Updating the IA proved to be a great success with an overall 113% growth in page views across all devices, leading to improved discoverability and eventually awareness of our services range.
