Premium Appliance Rentals · Case study
Appliance discovery and navigation
I initiated research into weak appliance discovery and coordinated improvements to the homepage and product pages. I also conducted user testing for an improved desktop flow that was launched.
The starting point
Users arrived on appliance pages but often did not explore further. I needed to understand what they noticed, how they interpreted the navigation, and where the site failed to guide them toward a rental decision.
My responsibility
I led discovery research, combined contextual inquiry with click testing, coordinated navigation and page-design iterations, and tested the desktop flow.
Tools & methods
Figma · UserZoom · Loop11 · Google Analytics · Lucky Orange
Investigating where exploration stopped
I paired contextual inquiry with A/B click testing to study homepage and appliance-page behavior. Observation helped explain how people navigated, while click testing showed which categories and calls to action they used.
Revising the path into the catalog
The findings informed changes to information architecture, menus, category emphasis, product visuals, and calls to action. I coordinated iterations that simplified the homepage and gave appliance pages clearer routes into the catalog.
Testing and launching the desktop flow
I conducted user testing to develop an improved desktop experience and support its launch. I then examined the behavioral results, keeping the category-click comparison separate from the session-duration measure.
Outcome
More exploration and longer desktop sessions
Clicks to key categories increased approximately 23% in a 45-day comparison. The desktop-flow work was associated with 33% higher average session duration, with reduced bounce and improved click-through toward rental also reported.
Let’s connect
What could work better?
I’m interested in AI innovation and solutions roles where research becomes useful systems.