Kasual.id is an Indonesian clothing apparel company that sells casual clothing online. They let customers buy custom size pants without any additional fee. To support that, Kasual has a measurement guide, size guide, fit guide, and virtual fitting service that are accessible through the website. However, customers can not find those pieces of information on the website easily. When they visit the Kasual website, they still ask the admin through the live chat to get the information.
How might we improve Kasual's important information discoverability on the website?
To understand Kasual's customers' behavior, we analyze it through Kasual's Hotjar to know what is happening on Kasual's website (quantitative), and then we conduct some in-depth interviews to get a deeper understanding of why users do what they do (qualitative).
From Hotjar, we can get heatmaps information about visitors’ scrolling and clicks behavior (or taps for mobile).
Heatmaps for Kasual's navigation bar before redesign (desktop view)
Heatmaps for Kasual's navigation bar before redesign (mobile view)
For taps/clicks information, we know that once users reach Kasual's homepage, they will search for information through the navigation bar, instead of scrolling on the homepage. This can be seen from the images above that every menu on the navigation bar (on the desktop version) has been clicked once at least.
For scrolling information, only 32% of mobile users and 16% of desktop users scroll through the end of the homepage. In conclusion, either mobile or desktop users barely reach the footer. Unfortunately, in the current design, there are many important pieces of information that are placed in the footer.
Kasual's website footer
From that, we can conclude that..
Users tend to search for information through the navigation bar instead of scrolling through the homepage or footer.