Granngården
UX improvements and design proposals based on real customer journeys in e-commerce.
Through my work at Granngården, I identified areas for improvement in the customer experience. Here are three examples of UX insights and design proposals I developed, which are either in development or have been implemented.
The work was based on real customer journeys, data from analytics tools such as Hotjar and Microsoft Clarity, and direct customer feedback. The goal was to identify friction in the user journey and propose concrete, data-driven improvements.
User Focus
Based on real user needs and behaviour
Data & Feedback
Built on customer feedback, analytics and real data
Continuous Improvement
Small, targeted changes that make a real difference
Design Proposals
Clearer Next Steps in the Purchase Journey
After a free item was added to the cart, there was no clear guidance on what to do next. The proposal focused on guiding the user forward through clearer CTA options, reducing uncertainty and increasing conversion.
Clearer navigation options guide the customer forward and reduce uncertainty in the purchase process.
Clearer Communication During Login Issues
A proposal to reduce uncertainty during technical issues by providing clearer status information and a faster route to customer support, identified through customer insights in Hotjar.
Clear information and guidance reduces unnecessary frustration.
Key Purchase Information Higher in the Mobile Flow
An observation on how key purchase information about expected delivery time and in-store stock was placed too far down in the mobile flow, without influencing the purchase decision. The proposal moves key elements higher in the hierarchy, allowing users to scroll down for the reviews overview.
Key information becomes visible and clear, creating confidence and increasing conversion.
Learnings
Outcome & Reflection
The work gave me experience in analysing user behaviour and identifying areas for improvement in a real e-commerce environment.
By combining customer insights with data from analytics tools, I was able to develop improvements focused on the user experience and a clearer purchase journey.
