Google Merchandise Store, Analytics & Usability Study

Turning Data Into UX Insights

I combined quantitative analytics data with qualitative usability testing to understand where users experienced friction within the Google Merchandise Store. By examining user behavior, conversion patterns, and observations from usability testing, I identified opportunities to improve the shopping experience and support business goals.

MY ROLE : UX Designer, UX Researcher

PARTICIPANTS : 5 Participants, Desktop Testing

METHODS : Google Analytics, Funnel Analysis, Usability Testing, Task Analysis

TOOLS : Google Analytics, Google Sheets, Figma, Google Slides

THE CHALLENGE

Analytics showed significant traffic entering the shopping experience, but relatively few users completing a purchase. The challenge was to understand where users were dropping off, identify usability issues contributing to friction, and recommend opportunities to improve engagement and conversions.

THE GOAL

Combine behavioral data with direct user observations to identify the most important usability problems and develop evidence-based UX recommendations.

ANALYTICS

I analyzed website data to understand user behavior throughout the shopping experience and identify areas with the greatest opportunity for improvement.

KEY ANALYTICS INSIGHT

The funnel showed a substantial drop between initial traffic and completed purchases, suggesting opportunities to reduce friction and strengthen engagement throughout the shopping journey.

USABILITY TESTING

To add context to the analytics data, I conducted desktop-based usability tests with five participants. Participants were asked to locate and purchase a product while I recorded task completion, behavior, hesitation, and usability issues.

FROM INSIGHT TO RECOMMENDATION

Turning research findings into a cause driven experience.

THE OPPORTUNITY

The analytics and usability findings revealed opportunities to strengthen engagement, reduce friction, and create a more meaningful shopping experience. Based on these insights, I recommended a limited-edition charity campaign designed to connect the brand with a cause users could genuinely support.

THE RECOMMENDATION

I proposed a limited-edition Humane Society charity campaign that combines a cause-driven message with a simplified shopping experience. The concept gives users an additional reason to engage with the store while supporting a recognizable charitable cause.

DESIGN STRATEGY

EMOTIONAL CONNECTION

Use a charitable cause to create a more meaningful reason for users to engage with the campaign..

CLEAR CALL TO ACTION

Give users a direct path from discovering the campaign to exploring and purchasing featured products.

BUSINESS + USER VALUE

Balance the business goal of increasing engagement and purchases with an experience that gives users a meaningful reason to participate.

EXPECTED IMPACT

• Increase engagement with featured products
• Encourage users to continue through the purchase funnel
• Create stronger emotional engagement
• Support conversion goals through a focused campaign

HOW I WOULD MEASURE SUCCESS

If implemented, I would evaluate the concept through:

• Campaign click-through rate
• Product engagement
• Add-to-cart rate
• Checkout completion
• Purchase conversion
• Usability testing

WHAT I LEARNED

This project taught me the value of combining quantitative and qualitative research. Analytics helped identify where users were leaving the experience, while usability testing provided context for why friction occurred. Together, these insights allowed me to develop a more informed UX recommendation rather than relying on assumptions.