With Honey’s goal to transition towards becoming a shopping and deals destination we needed to create a unified storefront that balanced the current SEO based coupon experience with merchant led product offers in order to become a viable deals destination.
Honey
I worked with research and engineering to best understand what our users were looking for when they came to our storefront, the data that we had to work with, and the underlying technology that drove our site’s SEO in order to create a dynamic merchant storefront.
Role
Senior UX Designer
Re-imagining Honey’s storefronts
Honey currently has two versions of a storefront depending on your pathway to the store which negatively impacts our SEO and overall experience.
As the company works to transition towards becoming a shopping and deals destination we need to create a unified storefront that balances the current SEO based coupon experience with the product offers in order to become a viable deals destination.
Designed to optimize for SEO and built in a time when Honey didn’t offer product deals this page is a poor representation of the full Honey offering. Because this page was SEO optimized it’s been kept in order to retain SEO traffic.
Storefront 1
Designed as an update that highlighted deals and items from merchants this page saw a huge drop off in SEO ranking (obscured text, coupons below the fold resulting in high bounce-rate). This redesign was kept exclusively for browsing.
Storefront 2
Two User Journeys
User Goal: Quickly find the best coupons for their current shopping cart.
Business Goal: Get users to click through to drive affiliate revenue and installations.
Design Object 1: Maximize our SEO rankings in order to overtake and deprecate old storefront pages.
User Goal: Discover and take advantage of the best deals available to them.
Business Goal: Drive revenue via purchase and make joinhoney.com a shopping destination.
Design Object 2: Build a best in class shopping destination that highlights our expertise and unique product offerings.
Research & Strategy
We conducted a card sort study with users to verify our hypothesis and identify high-value content
We defined a strategic framework that allowed us to create flexible experiences.
