Jimdo
Online Store
The Jimdo Online Store is based on the Jimdo Website Builder. It was one of the youngest products in the Jimdo's product portfolio.
Case study: Create new category of products
Context
What's a Category?
A category of products in the Jimdo store is a grouping of similar items to help customers find what they're looking for more easily.
For example, "Electronics" or "Clothing" are broad categories that make browsing and shopping more intuitive.
Role & Responsibilities
Product Design, Research & Product Manager (interim)
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Conduct user research
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Perform competitive analysis
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Refine ideas
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Develop concepts and design solutions
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Define events and analyze data
Team: 1 Product Manager / Product Designer, 1 Back-End Dev, 2 Front-End Devs, 1 Data Analyst
Status Quo
“How do I create a category in my online store?”
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Creation from breadcrumbs (doesn't follow standard patterns)
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Difficult to discover
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Hard to remember
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No management options (edit, delete, etc.)
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Crucial for categorizing products
Challenges & Constraints
How might we enable sellers to easily discover, create, and manage categories in their online store?
Discoverability
Existing Usability Problems
Technology and Cross-Platform
Scope (Quick Win)
Context
Premises
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Sellers need categories to organize their products in their online store.
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Sellers are unaware of the feature and that they can create categories.
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Sellers struggle to remember how to create a category again.
Concept 1. Step by step
Concept 2. Sidebar all in one
Evaluation
What concept enhances discoverability?
User Research
Usability testing
Findings
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Users prefer a unified, single view.
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Feature redundancy is expected.
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Call-to-Action buttons (CTAs) should be positioned at the end of the form.
Outcome
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A combination of the best elements from both versions.
The Challenge
Users struggled to create a category with the existing functionality.
~12%
Support tickets related to categories
~2 weeks
To discover the category feature
30%
Survey respondents identified categories as the most helpful feature
Create Category Desktop
Learnings
Understand users’ pain points to deliver real value.
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Prioritize simple UX improvements that yield significant impact (Pareto 80/20 principle).
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Understanding user behavior aids in making better decisions.
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Ensuring sustainable product growth and adoption is crucial.
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Measuring the ROI of the product post-redesign is essential to evaluate the success of the investment and effort.
Reflection
What would I change in retrospect?
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Dive deeper into the app's Information Architecture.
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Integrate hints and in-app communication for existing users.
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Include customer satisfaction in the KPIs.
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Better understand our technological capabilities to propose more diverse solutions.
Create Category Mobile
Solution
Sellers can create new categories directly from the store sidebar
Data Analysis
Success metrics and outcomes
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Time required to discover the feature
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Feature adoption rates
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Volume of support tickets
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User behavior: current vs. new users
47%
Adoption of the new feature by new users post-release
1st session
Reduction in time to create the first category (from ~2 weeks to less than 1 day)
> 2%
Increased feature adoption among current users
< 1 p/w
Significant decrease in support tickets (from ~15% to less than 1 ticket per week)
Customers
Micro & Small Business Owners
Self-employed starters, side hustlers, and those looking to sell their own creations online.
