Landing Pages - Vitrine
Project start: Jan 2023
Timeline: 8 months
Services: UX, UI, User Research and Data Analytics
Platform: Responsive Website
About the project.
Within the Sales Journey team, we have dedicated areas responsible for pre-sales, checkout processes, and post-purchase customer services. One of our significant projects, known as the "Vitrine" project, is a dedicated website showcasing all of Globo's digital products, including various partnerships.
Portuguese
Vitrine
English
=
Store Window
Today the Vitrine website sells 10 different products.
And is the main touchpoint the user can find to subscribe to these products.
+ 5 million
total page views per month
+ 3 million
page views in the
Globoplay Landing Page per month
Research.
Qualtrics research in the vitrine home page
We are currently conducting ongoing research at Vitrine using Qualtrics to monitor the user experience's health. We employ various indicators such as CSAT (Customer Satisfaction Score), CES (Customer Effort Score), and PV (Perception of Value).
Through this research, we discovered that users were encountering difficulties in locating their desired content on the webpage.
Sales Journey Experience Monitoring - Q1 - 2023
PV - Did you find what you expected on this page?
Yes (18,18%)
Im still looking (39,73%)
No (42,09%)
CES - On your perspective, how hard was to find what you expected on this page?
Very easy (7,92%)
Easy (23,59%)
Neutral (17,8%)
Hard (16,76%)
Very Hard (33,93%)
PV - What you expected to find on this page?
Some specific content (26,04%)
More information about the product (25,81%)
Prices and offers (18,99%)
Other (11,67%)
Help with my subscription (10,86%)
Information about payment methods (6,63%)
We have identified several issues:
1.
Our website's Google search ranking (SEO) was directing users searching for keywords like 'cancel my subscription,' 'help with globoplay,' and 'changing payment method' to the Vitrine website, which is designed for making purchases, rather than guiding them to relevant pages such as user accounts or the help center.
2.
Our page lacked user intuitiveness in the subscription selection process. The presentation of numerous subscription options without effective filters contributed to this issue.
3.
Inadequate product information was presented to users, making it challenging for them to understand the content they would have access to.
Challenge.
Offering a diverse range of products, each with distinct payment options, varied content, multiple consumption platforms, and varying prices presents significant challenges. Effectively conveying all necessary information to users for informed decision-making can be equally demanding. Given the intricacies within our product portfolio, we recognized the necessity to redesign our pages to address this complexity comprehensively and enhance users' understanding of our products and their distinctions.
My role.
I worked as a Senior Product Designer, working closely with another Product Designer and a Product Manager, Developers and Marketing team. I worked on the discovery process, data analysis, research, sketches, prototypes, usability testing and final screens.
Although other UX professionals contributed to designing the homepage, I took the lead in designing the Product Landing Pages.
Design tools.
Figma
Qualtrics
Google Analytics
(Old but gold) Pen and paper
Information Architecture.
With our research and data analysis, we have categorized our users into four distinct groups. This categorization assisted us in developing the information architecture for our landing pages.
non-subscribers
1. contextualized
These users are already well-informed about the product and are seeking specific details such as prices, plan options, and payment methods.
2. explorer
This group requires more comprehensive information about the product and the features they will have access to.
subscribers
3. interested in viewing content
Users in this category have reached vitrine with the intention of consuming or utilizing the product they have already subscribed to.
4. looking for an upgrade
This group is actively seeking methods to enhance their subscription or explore new product offerings.
Using these profiles, we have designed the page with two tabs and a prominent login call to action.
The first tab provides users with detailed information about plans, payments, and prices. The second tab is dedicated to showcasing the full range of features that the product has to offer.
The strategically placed login call to action serves a dual purpose: it enables us to identify users who are already subscribed to this specific product and guides them towards product consumption or plan upgrades.
