Managing e-Commerce UX at SimpleTire

The SimpleTire customer experience was struggling to meet key performance indicators due to UX-related factors. 

My design and front-end process changes implemented in 2018 started having significant impact within weeks and year-over-year, we saw these key results:

• Average order value ⬆️ 13.6% on mobile

• Revenue ⬆️ 40.8% on 📱, ⬆️ 13.6% on 💻

• More details can be found in our executive presentation

Using HotJar to observe user behavior, it was clear to from heat maps combined with customer support feedback that site would benefit from a redesign.

Establishing a collaborative working environment with marketing, content strategy, and engineering teams, we learned through Google Analytics that product landing pages were performing poorly, especially on mobile devices.

I took over qualitative assessment of the offshore front-end engineering team who was delivering fast code, but the quality was hurting our UX and business objectives. They were hiding legacy HTML elements that were cluttering up our DOM structure and causing slow load times hurting our Google organic search results. To help remedy this, I quickly learned how to improve front-end development performance by using Lighthouse to assess our front-end engineering issues and put together a guide to optimize our web images that were bloated in size and slowing down page load times.