We planned and conducted usability tests along with short user interviews. Our focus was on testing the existing start page and an external agency’s proposed configurator concept before development began.

Start Page & PDP
We ran live usability tests on the current start page and PDP. The main issue was that users did not fully understand the product. Key information was missing, and the structure was unclear.
Other areas for improvement:
Button copy was confusing, leading to unclear user flows
The choice of images didn’t fully support product understanding and the emotional experience

Configurator Prototype

We tested a personalized Figma prototype of the configurator before development. Besides some minor usability issues, the biggest challenge was the diversity in user preferences. For some users, the mandatory field for selecting an event to personalize the story was crucial, while others found it irrelevant. There was no single scenario that suited all users. Additionally, many didn’t understand the feature that allowed them to change the output at the end.

Customer Center

Feedback from customer care indicated that, aside from technical issues, the process for changing story details or images was not well understood by users, leading to confusion and a suboptimal experience.

Since the Dreamytales team chose to manage the UI design internally, I provided wireframes with enhanced structure and content for the start page and product page, incorporating user feedback.

Focus Areas
- Enhancing product communication and value proposition
- Incorporating emotionally captivating imagery
- Improving button copy to facilitate a seamless user journey through the purchasing process

To achieve the most intuitive and emotionally engaging user experience, I created three wireframe variations, prepared for A/B testing. These wireframes were shared with the team for the final UI design phase. I just supported with the image selection due to their significant impact on the emotional user experience.

Based on the user findings, I worked on refining the concept proposed by the product team, making several improvements including the new UI Design. I also introduced an new editing concept. The stakeholders were initially persuaded. To validate the concept, I convinced the team to do a rapid user test, promising to stay within a 2-hour time frame. I quickly created a prototype and conducted four 15-minute user tests, which revealed that the concept was not working as intended. This led us to adopt a more conventional editing system. Once again, this demonstrated how valuable quick user feedback can be, and how inexpensive it can be to gather essential insights.