As the Lead UX/UI Designer at ThrillX, I led a comprehensive user behaviour audit for Sumachay Lifts, ultimately driving a 60% increase in online orders, a 113% increase in inquiries, and a 32% decrease in bounce rate. By turning detailed analytics into strategic design improvements, I not only enhanced the user experience but also gave Sumachay Lifts the confidence to scale their digital marketing efforts, knowing their website would effectively convert new traffic.
Unlike traditional UX projects focused on wireframes and mockups, this was a data-driven audit that leveraged multiple analytics and testing tools to inform strategic, user-centered improvements.
The goal was to perform a thorough analysis of user behavior across all key steps of the conversion funnel—from initial landing on the homepage through product exploration and checkout. By doing so, I aimed to identify critical usability issues, content gaps, and interaction patterns that could be addressed to enhance the overall user experience, increase satisfaction, and boost conversion rates.
As the UX/UI lead on this project, I took a lead role in orchestrating and executing this comprehensive audit:
I selected and managed the tools needed for in-depth quantitative and qualitative assessments
Developed testing protocols
Synthesized complex data into actionable insights.
Ultimately, I provided a clear path forward for data-driven design and content improvements.
Microsoft Clarity
Utilized heatmaps and session recordings to visualize user interactions, identifying hotspots and areas of friction on key webpages.
Heatmaps & scroll maps: I leveraged Clarity’s heatmap functionality to visualize where users clicked, hovered, and scrolled on the homepage, Pallet Jack Collections page, Electric Pallet Jack product page, and Stretch Wrap product page.
By examining these interaction hotspots, I identified sections that drew consistent user interest (e.g., certain product thumbnails or CTAs) and areas that users ignored or abandoned.
Userbrain
Designed and conducted user testing sessions, crafting precise screening questions to gather qualitative feedback directly from target users.
Custom test scripts & screening questions: I crafted tailored screening questions to ensure that participants matched Sumachay Lifts’ target audience profile. This helped in gathering feedback from users with relevant purchasing intent or industry familiarity.
Scenario-based tasks: In the testing sessions, I guided users through realistic tasks—such as finding a specific pallet jack model or attempting to apply a discount at checkout—to test the fluidity and clarity of the site’s user journeys.
Google Analytics
Performed in-depth quantitative analysis on user demographics, acquisition channels, and behavior flow to detect patterns and opportunities
KPI & channel performance breakdown: I dove into Google Analytics to understand high-level metrics (bounce rate, session duration, conversion rate) across both desktop and mobile. This macro-level perspective contextualized the granular insights from Clarity and Userbrain.
Acquisition analysis: I compared organic, paid, direct, and referral traffic sources, identifying which channels attracted the most engaged visitors. For example, if paid ads brought a substantial volume of traffic but had a high bounce rate, I explored why this disconnect occurred and what elements on the landing pages could be refined.
Figma
Organized and presented complex data findings in an accessible visual format for stakeholders, facilitating informed decision-making.
Data visualization & stakeholder presentations: While Figma is typically a design tool, I used it here to synthesize complex findings into clear, visual reports in the Audit slides. Charts, annotated heatmap screenshots, and journey maps were organized in Figma. This allowed stakeholders to quickly understand insights without sifting through raw data or complex spreadsheets.
Design briefs for recommendations: I compiled actionable recommendations within Figma, pairing them with visuals (like before/after scenarios or proposed layout enhancements). These visuals ultimately became implemented into the final design of the Sumachay Lifts website.
Funnel visualization
Mapped the complete user journey from landing pages to checkout to identify stages with high drop-off rates.
Through mapping data of initial landing pages through product exploration and finally to checkout, I identified stages with significant drop-off rates.
For example, a significant number of users abandoned their journey after viewing product specifications due to difficulty comparing options or confusion about shipping costs.
Reverse cart abandonment analysis
Investigated paths leading to cart abandonment, revealing key issues like unexpected costs and complicated navigation.
This revealed recurring friction points such as unclear pricing structures, complicated navigation for variants, and lack of trust signals. These insights prompted strategic interventions, like adding transparent cost breakdowns and simplifying product selection steps.
Purchase journey enhancements
Implemented strategic UX changes to simplify the purchasing process, such as clearer calls-to-action and streamlined forms.
By removing unnecessary fields and introducing concise tooltips to clarify shipping policies, I simplified the shopping process.
The result was a more intuitive and reassuring purchasing process that reduced hesitation and improved conversion rates.
Visualizing user engagement with heatmaps for targeted improvements
Homepage interaction analysis
Identified underperforming sections and optimized content placement to align with user attention patterns.
Product page optimization
Enhanced the Electric Pallet Jack and Stretch Wrap pages by repositioning high-value information and improving image layouts based on heatmap data.
Device-specific insights
Tailored the user experience for mobile and desktop users by analyzing device-specific behaviour and adjusting designs accordingly.
Benchmarking strengths & weaknesses
I explored the user experience offered by major competitors; Chery Industrial, Liftow, and CAEL. For example, Liftow’s mobile-optimized category pages and simpler checkout flow stood out, while CAEL underutilized product recommendations.
Ad content review
I examined existing marketing ads (Google Search Ads, social media campaigns) alongside site engagement data. Some ads promoted premium products without providing a direct landing page with relevant content, causing missed conversion opportunities.
Homepage refinement
Identified navigation complexities and content overload; restructured the homepage for intuitive navigation and immediate value proposition clarity. Recommended reorganizing menu categories and adding more direct links to bestsellers or top categories.
Collection page optimization
Advocated for advanced filtering, sorting capabilities, and visually distinct product categories. This would help users quickly differentiate between various pallet jack models and find the exact solution they needed.
Userbrain testing sessions
Facilitated user tests that provided direct feedback on recent changes, validating the effectiveness of implemented strategies.
Insight extraction
Analyzed user comments and behaviours to fine-tune UI elements, such as button placements and color contrasts, enhancing overall usability.
Qualitative insights from recordings
By reviewing three key test recordings, I extracted valuable qualitative insights about interface comprehension, trust signals, brand perception, and general usability. Users’ verbal feedback combined with their on-screen actions highlighted pain points that metrics alone could not surface.
Mobile and desktop analysis
Ensured a seamless user experience across all devices by addressing device-specific challenges observed during live sessions
Live session monitoring
Observed real users interacting with the site in real-time to catch unforeseen issues and understand natural navigation patterns.
User session recordings & live session analysis
Clarity allowed me to replay real user sessions to observe their navigation patterns. I paid close attention to points of frustration, such as users repeatedly clicking non-interactive elements or hesitating before completing an action. Live monitoring sessions helped confirm hypotheses formed from heatmap data, offering a raw look at genuine user behaviours on both desktop and mobile devices.
Implementing data-driven UX/UI enhancements that delivered results:
Simplified navigation structure: Redesigned the main menu and footer for easier access to popular categories, reducing user frustration and drop-offs.
Content personalization: Implemented personalized product recommendations based on browsing history, increasing cross-selling opportunities.
Visual hierarchy adjustment: Prioritized critical information and calls-to-action using size, color, and placement to guide users toward conversion.
Checkout optimization: Introduced guest checkout and multiple payment options, catering to user preferences and reducing barriers to purchase.
Achieving a 60% increase in online orders, along with:
Significant conversion boost: The combination of UX improvements led to a 60% increase in online orders, directly impacting revenue growth.
Enhanced user engagement metrics: Observed a 25% increase in average session duration and a 32% decrease in bounce rate, indicating a more engaging website.
Positive customer feedback: Received favorable reviews highlighting the improved site usability and overall shopping experience.
By leading the UX/UI audit for Sumachay Lifts at ThrillX, I illustrated how data-driven design can achieve concrete business outcomes. The project not only delivered a 60% increase in online orders, a 113% spike in inquiries, and a 32% drop in bounce rate, but it also empowered Sumachay Lifts to confidently ramp up their marketing efforts—knowing their website would convert new traffic into satisfied, loyal customers.
This project was a pivotal learning experience in my journey as a new designer, pushing me beyond the familiar territory of aesthetics and headfirst into data-driven decision making. Instead of starting with design concepts, I began with raw user behavior data, analytics, and direct user feedback. Navigating these insights taught me the importance of understanding the “why” behind user actions before proposing solutions. I learned how to ask the right questions during testing sessions, translate quantitative metrics into clear, actionable next steps, and present complex findings to stakeholders in a way that made sense to them.