Case Studies
The Naviscent team has been researching and designing web sites for global companies. Here is one of our stories.
Autodesk Store: Driving transactions
Requirements
- When Autodesk contacted Naviscent about their online store, they wanted to address their high abandonment rate and improve the sites ability to up-sell and cross-sell products
- Autodesk also knew, from survey research, that visitors found the store “dry and plain”
- They asked Naviscent to redesign the site to address these problems
Challenges
- Naviscent saw the eStore homepage needed streamlining and that it could use a more current “look” with a dynamic product display that features multiple offers in limited real estate
- The homepage had no calls to action, such as “free trials”, and its contact information was difficult to find
- Before addressing these problems, Naviscent sought to understand what site visitors wanted from the online store
- When Autodesk gave Naviscent a new style guide halfway through the design process, Naviscent quickly incorporated the new style, so its designs stayed current
Solutions
- Naviscent’s research team interviewed site users to discover what they wanted from Autodesk when shopping online
- From this data, Naviscent developed customer profiles, task scenarios, and a list of common tasks performed by customers
- With a fresh understanding of users and their typical tasks, Naviscent created several competing designs
- Naviscent tested the new designs against the existing site in four successive rounds of studies
- The new designs were improved and honed with each study
- Naviscent’s objective was to dramatically improve purchase and upgrade flows, selling capability, and overall site satisfaction and architecture while uncovering usability issues
Deliverables
- Naviscent created the Autodesk Store from our experimental research into customer needs
- Electronic downloads, credit card purchasing, and international sales processes were changed to suit Autodesk’s customers
- All changes were quickly and efficiently using the best practices and proven solutions from Douglas van Duyne’s The Design of Sites
Results
- The new design increased upgrade purchases by directing existing customers through an upgrade flow instead of through a standard product selection flow
- Abandonment rates for the site were reduced and conversion rates were increased dramatically
- Customer satisfaction was much improved according to Autodesk follow up surveys
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