Case Study: Flixmedia
Fixing a "Broken" Feature: A 112% Lift for AR
How I diagnosed a high-potential, low-engagement AR feature and drove a 112% increase in clicks by fixing the UX and analytics.
Context
Our Augmented Reality feature, "Point and Place," was a promising innovation, allowing shoppers to view products like TVs or washing machines in their own space. However, despite its technical success and high potential, engagement rates were disappointingly low.
The Problem: A Confusing Feature
A deep dive combining user feedback, retailer input, and competitive analysis revealed two core issues:
1. A Confusing and Non-Standard User Experience
The original design for the AR activation button and banner was overly complex and animated. It didn't align with established industry standards (like our competitors'), causing user confusion and creating a barrier to entry.
2. Noisy, Unactionable Analytics
We were tracking vanity metrics like the count of clockwise/anticlockwise rotations and zooms. This data was noisy and provided no real insight into user behavior. We couldn't tell a clear story about what was working.
The Solution: Simplifying UX & Focusing on What Matters
My strategy was to strip back the complexity and align with user expectations. We tackled the problem on two fronts: a complete UI overhaul and a smarter approach to analytics.
BEFORE: Complex & Confusing
Original complex animated button
AFTER: Simple & Actionable
Key Changes Implemented:
- Button Redesign: The AR button on hero images was simplified to a clean, universally understood icon, removing confusing animations.
- Banner Redesign: The in-page banner was updated with clearer instructions and a UI that integrated more seamlessly.
- Analytics Overhaul: We stopped tracking "rotation" and "zoom" vanity metrics. We focused tracking on the one metric that truly mattered for engagement: **the click-through rate** on the new button.
The Results & Impact
By focusing on user-centric design and meaningful data, the results were immediate and dramatic. The streamlined experience removed friction and led to a massive increase in user interaction, proving the feature's value.
112%
Increase in Click-Through Rates
The simplified UI and clearer instructions directly led to more than doubling user engagement with the AR feature.