A complete overhaul and repositioning of Mira’s key online strategy.
- User research
- Prototyping
- UX design
- UI design
Mira had a compelling offer: buy a shower online, get it installed at a time that suits you. But too many people were abandoning their booking. Why? This was the kind of challenge I love to find the answer to!
The first hurdle I had was that I couldn’t get analytics access to begin with. Usually, I like to study the analytics data to understand what is happening. Then use qualitative methods to get the bottom of why it’s happening.
No worries. I’d rather start with incomplete data than not start at all.
I used a combination other research methods, beginning with a usability study. After observing 8 users trying to make a booking, analysing the study and cross-referencing the findings with other data points, patterns started to appear.
I’m a big fan of the opportunity solution tree and used this to ensure that all of the solution were tied to a problem, which in turn was always linked back to the primary objective of the project. I first started with the quick wins which would drive the most impact.
Multiple data points were indicating that customers were getting stuck at a step which asks “When did you buy your current shower?”. As this was only asked to determine guarantee eligibility we flipped the question around. After making these changes and running the unmoderated study again, we saw a 71% increase in success.
When observing usability studies I noticed that participants struggled to select their shower because the image was so small. They couldn’t easily distinguish if it matched the shower in their house. I redesigned the listing page to put more emphasis on the product image. This reduced errors on this step by 38%.
The service booking funnel update were having marked improvement to the drop offs. However there were fundamental issues that needed to be addressed. So we zoomed out and took a strategic view of the entire customer journey.
Mira couldn’t compete on price alone. But their professional installation service gave us a unique edge. Through customer interviews, we discovered the real blocker: 18 out of 20 people said they wouldn’t feel confident buying a shower online.
Mira’s real competition wasn’t other websites, it was the local plumber.
This reframed our challenge: we weren’t just selling a service, we were selling confidence and convenience.
So we workshopped a new value proposition that focused on simplicity, ease, convenience, expert support, and peace of mind. Not just price.
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Another big blocker was identifying your existing shower. Most users got stuck here. So we asked ourselves a simple question:
"Do we really need to know the exact shower model?
Turns out, for 80-90% of users we didn’t. So we cut the flow from 8 questions down to 2, only asking what was essential to avoid install failures.
After this we ran an unmoderated test which got a completion rate of 93%. A strong signal that we are on the right track.
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This project started with a booking issue but evolved into a strategic repositioning of Mira’s service. I combined qualitative insight, design thinking and rapid testing to reposition their service, simplify the experience and drive real results.
Sometimes the biggest wins come from questioning the fundamental assumptions rather than building on top of these.
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