Using a hypothesis gave us a clear goal to work towards and paved the way for an iterative approach to the design.
"Because we saw customers not navigating to key shops (George Clothing, Money) from ASDA.com, we believe an updated site map will significantly increase click-through rate."
With an old CMS, a substandard user interface and a new brand launch looming in line with their ‘Save money. Live better’ proposition, there was potentially a lot for us to change. Instead of starting the challenge with the mindset ‘we need to select a new CMS’, we began by focusing on the customer, by defining what would benefit them the most. This focus was something that all following decisions had to align with. From there we decided what changes needed to be made.
The conversion optimisation team devised a number of tests to validate this hypothesis. After several rounds of tree testing, the resulting sitemap was used to create new prototypes to test directly in front of customers. Initial results were positive, demonstrating to Asda stakeholders that we could significantly increase click-through rate (CTR) across the majority of products by simply reorganising the way content was labelled and structured in the sitemap.