Fixing the funnel,
online and off

Optimising a live store with data

After launching the FanCode Shop website, I analysed product data and user feedback to identify issues across the conversion funnel. I mapped out the user journey and used it to pinpoint areas for optimization — improving the overall experience both digitally and physically, from the product page to the parcel at the door.

Who was shopping — and on what

The optimization started in the analytics. The demographic and device data reframed the problem: this wasn't a desktop store for power users — it was a mobile store for fans on budget phones and slow connections.

Demographics — age, gender and geography of FanCode Shop users.

Devices — budget phones, slow speeds and a 76% bounce rate.

It wasn't only the website

Digging into sales and support data surfaced physical-world problems too — stock-outs that killed conversion, deliveries running past seven days, and a flood of support tickets all asking the same thing: where is my order?

Inventory & delivery — out-of-stock products, 7+ day deliveries and order-status complaints, in users' own words.

Putting every break on one journey

To document, prioritise and solve the problems, I mapped the customer journey and added every discovered issue onto it. I categorised them as P0, P1 or P2 by urgency and brainstormed solutions — then pulled everything into a single doc and ran RICE prioritisation with the product and development teams to decide what to tackle first.

Journey map — issues plotted across the journey, categorised by severity and prioritised with RICE.

Designing across teams, not just screens

Some problems — like delivery time — couldn't be solved in the UI alone. I built a service blueprint to visualise how teams collaborate, mapping the customer journey from order to delivery to returns and defining the communication at each step. It accounted for customer support, the third-party warehouse and logistics partners, and set time goals for each stage so we could intervene where the system was inefficient.

Service blueprint — frontstage and backstage actions across CS, warehouse and logistics, with time goals per step.

From insight to shipped fixes

01

Order tracking & a communications framework

To keep users informed of their order status, I built an in-house tracking interface and a communications framework for updates via email, SMS and WhatsApp. The framework was mapped onto the service blueprint to show exactly when each update should fire — which cut customer-support queries and lifted satisfaction.

Initiative 1 — in-house order tracking plus a triggered email / SMS / WhatsApp update framework.

02

Pre-Order, Notify Me & a faster site

To address inventory issues, I implemented Pre-Order and Notify Me flows for replenishable and non-replenishable SKUs — monetising and gauging interest in popular items even when out of stock. On my recommendation the tech team benchmarked and optimised website performance, reducing the bounce rate from 76% to 55% over the next three months.

Initiative 2 — Pre-Order & Notify Me flows, plus web-performance benchmarking that halved bounce.

A best-in-class experience, by the numbers

The journey mapping and service blueprint helped tremendously in giving users a best-in-class experience. The results below are the outcomes of this project.

What this project taught me