Trio Hockey

Context

Trio Hockey brings together three retailers with over 50 years on the market. They had just rebuilt their website and wanted to understand why visitors weren't converting, with an ambition of reaching a 2% conversion rate.

My role

In a team of 5 with no other UX background, I led the UX side of the project: research plan, heuristic evaluation, interview tasks and questionnaires.

The challenge

Combining two kinds of evidence: what the data says users do, and what users tell us about why they do it.

What I did

Analytics. Used GA4 to confirm that about 80% of users are on mobile, and that cart abandonment happens mainly when users view their cart.

Heuristic evaluation. Audited the mobile experience using Amélie Boucher's criteria, plus key desktop flows.

User testing. Designed task-based mobile tests and Qualtrics questionnaires for 15 participants across 3 personas: beginner parent, regular player and elite player.

Prioritization. Focused the research on the product pages, the cart and the checkout, where the data showed the biggest drop-offs.

Results

In progress. Final deliverable: a UX diagnostic and a data-driven improvement plan.

What I learned

Data tells you where the problem is, users tell you why. A strong recommendation needs both.