Analyzing usability gaps to address a 15% drop in online sales through strategic research and design recommendations.

Overview

TIMELINE

October 2025 (2 Weeks)

MY ROLE

UX Researcher & Strategist

Categories

UX Research

Background

<aside> After a major website redesign, Loblaws is one of Canada’s largest grocery chains, saw a 15% drop in online sales, despite consistent traffic. This raised a critical question: why were users visiting but not buying?

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To investigate, I led a comprehensive UX research project aimed at identifying what went wrong in the user journey and how to fix it. My research focused on uncovering usability issues, comparing competitor strategies, and testing solutions to improve conversion rates.

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Note: This was a hypothetical academic project completed as part of a UX course. The analysis and recommendations are based on simulated data and publicly available resources.

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Goals

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Identify key usability issues in the online shopping flow

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Understand user behaviors and pain points

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Compare competitor strategies to uncover missed opportunities

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Test and validate improvements to boost conversions

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Deliver actionable insights to enhance the user experience

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Overview of Activities

The research will follow a structured timeline with five key activities, each contributing unique insights