Silicon Labs
From Pogo-Sticking to Confident Navigation
Silicon Labs is a prominent technology company known for its semiconductor and software solutions, facilitating connectivity and innovation across diverse industries, particularly in wireless technologies and IoT applications. Their focus on enabling smart, connected devices underscores their commitment to shaping the future of technology.
Role: UX Researcher, UX Designer
Tools: Figma
Timeline: Q4 2024
Problem:
Analysis revealed a 9% YoY decrease in visitors, a 7% YoY increase in bounce rate across the site, and frequent pogo-sticking between mid-funnel pages—indicating friction in the user journey.
Process:
Mapped Current User Flow
I mapped the end-to-end user flow from the homepage through conversion-ready pages and discovered that several above-the-fold CTAs were redirecting users away from meaningful progression in the buying journey.
A/B Tests
We followed up with an A/B test that was conducted on the page most commonly disrupting buying-journey progression. We found that eliminating distracting CTAs improved user focus and increased click-through rate by 1.43%.
User Research
We conducted user interviews to further understand the underlying issues and discovered that the existing navigation was also creating friction between the users and their ability to find potential products. Based on these insights, we redesigned the navigation and ran an A/B test to validate the solution. The results showed a clear user preference for the updated experience over the current design.
After presenting the findings and recommendations to stakeholders, I partnered closely with engineering to bring the validated navigation redesign into production—ensuring the final implementation aligned with the tested experience.