Background
Weedmaps is a cannabis tech company with an eCommerce app and website. A listing at Weedmaps is a dispensary, delivery service, doctor, CBD store, or venue. Listings have menus on Weedmaps, akin to a restaurant having a menu on UberEats or DoorDash. I was responsible for redesigning these menus.
USER RESEARCH
Based off of user research, I knew that deals were extremely important in the purchase decision to users. Additionally, I knew that users had a difficult time differentiating between different listing types and knowing what payment methods were accepted at each listing.
Goals
Based off of the user research, the goals of this project were to:
Increase deal claims
Increase engagement rate
Increase conversion rate
Listing Menu Redesign
Before I joined this project, another designer transformed the original listing menu (Image 1) into a new design (Image 2). This design removed the tabbed structure from Image 1 to improve SEO, created a page for store details, and included a cover photo. With the project goals in mind, I made the following changes, as seen in Image 3:
Multiple deals showcased on main listing menu
Listing nomenclature edited
Accepted payment methods included on main listing menu
Increased cover photo size on desktop
Desktop Image 1
ios Image 1
Desktop Image 2
ios Image 2
Desktop Image 3
ios Image 3
Store Details Redesign
With the user research in mind, I redesigned the original store details page to clearly display the featured listing type and accepted payment methods, as seen in. I worked with my product manager to do an audit of all information on the page, and we removed unnecessary sections. I reviewed the amenities section and renamed it to "At a glance" in order to accurately describe the contents of the section. Lastly, I introduced hierarchy to the page to make it easier for users to read.
Desktop before
iOS Before
Desktop After
IOS After
Admin Redesign
The new desktop cover photo was a different ratio than mobile, so I had the task of redesigning the experience for listings to upload cover photos. The before and after designs are below.
Before
After
Collaborators
I collaborated closely with my product manager, user researcher, engineering squad, engineering manager, and design manager to make this product come to life. As pictured below, I ensure my Figma files are extremely detailed with annotations and all possible permutations to secure a smooth engineering handoff.
Conclusion & next steps
The metrics for these design changes are below:
Increased deal claims by 45% on Android, 52.4% on iOS, and 182.1% on mobile web
Increased engagement rate by 13.8% on Android, 15.2% on iOS, and 22.9% on mobile web
Increased order conversion rate by 24.9% on Android, 29.1% on iOS, and 40.7% on mobile web
Next steps are to iterate on the design to further improve metrics. One idea is to test removing the store details at the top of the page to bring the menu above the fold.