Store Locator
Role
My goal was to streamline the user experience, remove friction, and create an intuitive, mobile-first design that improved accessibility and enabled users to complete their tasks more efficiently.
Brainstorm
Wireframes
Research
Through usability testing sessions, analytics reviews, and Mouseflow recordings, we uncovered key navigation hurdles in the store locator’s user journey. Users struggled with unnecessary steps, lacked efficient search options, and couldn’t directly access directions. After implementing targeted improvements, follow-up recordings showed a measurable drop in friction. Notably, the “Get Directions” feature experienced higher click-through rates, ultimately driving more in-store visits.
User Pain Points
- Excessive Steps:
Usability testing and Mouseflow heatmaps revealed users frequently abandoned the process during the second page load, signaling that multiple steps were discouraging them from reaching the store details.
- Limited Search Options:
Analytics reports and user interviews showed customers frequently gave up after extended scrolling due to the lack of a zip code search feature, indicating that more efficient filtering was needed to maintain engagement.
- Inaccessible Directions:
Qualitative feedback and session recordings demonstrated that users ready to visit a store in person became frustrated by the inability to quickly access directions, ultimately affecting their decision to follow through on an in-store visit.
Solutions and Results
- Streamlined Flow:
Consolidating the store locator and zip code search into a single slide-out drawer removed an unnecessary page load, simplifying the path to store details and reducing abandonment observed in the user recordings.
- Targeted Filtering:
Introducing a zip code-based search that automatically sorted locations by proximity ensured immediate access to relevant stores, significantly cutting down on tedious scrolling and keeping customers engaged.
- Direct Access to Directions:
By prominently providing directions from the main navigation, we removed a critical barrier for customers poised to shop in person, preventing frustration-induced abandonment and facilitating a smoother offline transition.