Retail
Puma
E-commerce UX — bounce rate from 76% to 33%, visit length 2 minutes
- Role
- UX Lead
- Duration
- Redesign engagement
- Team
- Developers, brand, e-commerce
Background
The client needed a new user experience. I analyzed the user data and revised the information architecture and user flows so the bounce rate decreased from 76% to 33% and the average length of visit became 2 minutes.
Within those updates, the new brand-guided web design was introduced.
My role
UX and UI design and delivery for Puma e-commerce. In addition to UX work, I coordinated the developer team through implementation.
What I did
- Analyzed user data to understand where people entered, dropped off, and what paths failed to match shopping intent.
- Revised site structure and user flows before visual design.
- Wireframed and designed the updated storefront within Puma brand guidelines.
- Coordinated developers through delivery so what shipped matched the intended experience.
Outcome
Bounce rate decreased from 76% to 33%. Average visit length reached 2 minutes.
Impact
33%
Bounce rate after redesign (from 76%)
2 min
Average visit length
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