Wyze Home Monitoring
UX/UI Design • Interaction Design • UX Research
During our Early Access launch, we saw that our sales metrics for Wyze Home Monitoring Service were not meeting our sales forecast. We observed that Wyze customers and new customers were not converting on the page and dropping off in the sales funnel. To improve the existing page, I worked to improve the messaging, redesign the page, and identify the next steps for the current checkout flow.
How might I improve the conversion and click rate for people discovering Wyze Home Monitoring Service?
Project details
• UX / UI Design
• Card sort
• Interaction Design
• User Interviews
• Card sort
• Interaction Design
• User Interviews
I started by breaking down the sales funnel process for Wyze Home Monitoring Service into four parts: Home page, Wyze Home Monitoring product page, builder page, and checkout flow. To narrow the scope, I looked at the data analytics and conducted stakeholder interviews to understand people's assumptions. Based on what I gathered and my time constraints, I focused on the product page and the builder page.
Research
I analyzed the heat map and scroll rate of Wyze Home Monitoring Service's page. I found that users didn't reach the end of the product and builder pages. I noticed that significant amount of people were clicking on each component of the security system within the builder page, hinting at a potential lack of understanding about our product. I conducted a benchmark usability testing with 5 participants and compared our design to competitors. I used this user feedback to understand where are pros and cons of our flow and identify opportunities for improvements.
👍 Use-case driven copy and messenging
Messaging was updated to focus on selling the service. This helped customers understand what we are selling, since there was previously an overload of information.
✂️ Trim and be as succient as possible
Shortened and broken-up the builder page to be more intuitive for people. Previously, people did not realize they can scroll down to customize their system.
✌️ Selling peace of mind
Home monitoring is a product that provides a sense of security and peace of mind to individuals. The reasons for acquiring such a service may vary from person to person, but they are often reactive in nature, triggered by past negative experience.
🙈 Priced cheaply competitively bit us
Cheap price point made people question reliability of the product, especially when our product is protecting people's homes.
Iterations
My researcher and I identified two personas that we could target for the Wyze Home Monitoring Service, but narrowed our scope to one persona. I worked closely with a marketer on the messaging of the product page and builder page, where I incorporated it into the overall design and flow. We used the research to test, iterate, and validate the messaging to ensure we were going in the right direction. We conducted usability testing on the improved product page and checkout flow with 5 participants that matched the persona we identified.
Final Design
I shipped the updated HMS landing page and my checkout flow design inherited by the next designer that utilize parts of my design.
Landing page
Checkout Design
