Duty Free eCommerce Design
MAG Airport App
MAG Transfers Booking Journey
MAG-O, the digital division of Manchester Airports Group, had created a multi-merchant eCommerce platform that allowed their passengers to reserve duty-free products in advance. The site had products from a variety of shops from within their airports and included a mix of fashion, beauty and technology brands including Ted Baker, Apple, M.A.C and Jo Malone.
As the Senior UX Designer in the team, I was asked to look at how we can optimise the site, driving more traffic into the shopping funnel and increasing conversion rate.
I planned and moderated usability testing on the existing site, inviting 8 participants in to our in-house labs. The session was split into two parts. First a short conversation around shopping behaviour in the airport. Then, I asked participants to complete a series of tasks on the site.
The testing uncovered a number of areas for improvement including:
In addition, I also looked at HotJar heatmaps and Google Analytics data to measure engagement on key pages in the shopping funnel.
We felt updating the homepage would remedy some of the issues we'd seen and give us our biggest bang for our buck. To be successful, the redesign of the homepage would need to:
With this in mind, I redesigned the homepage, making key changes compared to the previous design. This included:
We saw significant engagement with the hero search banner and category links, which became the key ways users were entering the shopping funnel.
PS. That cool looking post thumbnail was generated by Device Frames