After learning that roughly 20% of site visitors who took the “find the right pet food” questionnaire ended up with a “no results” result, I launched a usability study and designed a new quiz pattern that aimed to bring this number down to zero while increasing overall engagement with the quiz, and ultimately, get more users to the “Where to Buy” page of the site.
UX, Research, User Testing, UI Design
The team also included: a members of our Analytics Team, a Developer, an Art Director, a Copywriter, and members of our Account Team
The “Find the Right Pet Food” quiz was an underutilized element of the Diamond Pet Food site, despite its potential.
Data showed that traffic to the quiz only accounted for about 1-2% of overall site traffic, and of that group, 20% of participants ended up with a “no results” result (a third of those who got “no result” would re-take the quiz, the other 66% would drop off).
This felt like a real missed opportunity.
The goal with a redesign was to increase engagement with the quiz and eliminate all instances of “no results” results.
Concurrent with this quiz redesign, I was running a usability study of the website’s main navigation. To help increase engagement with the quiz, it was given a more prominent spot on the redesigned nav along with some explainer copy to give it more context to new site visitors.
As part of this update, I moved the quiz to it’s own page of the site (previously, it was just an element on a different landing page).
Using the original quiz as a starting point, I laid out a new flow of questions with more direct options and built in key moments for user education.