Challenge:
Online shopping is a big part of everyday life.
When the experience feels easy and intuitive, people are much more likely to stick around instead of looking elsewhere.
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Online shoppers
Intuitively and efficiently shop the site
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Site Ops, Marketing, Creative, and Compliance teams
Provide an accessible experience for people to engage with all the aspects of the site
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Perform audits & share opportunities
Document current/future experiences
Create mockups & prototypes
Present to stakeholders & gather feedback
Assist developers with testing and deploying
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User Feedback
Content Analysis
Surveys
Session Replays
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Confluence - Documentation/Research
Jira - Dev Collaboration
Lyssna - User Testing
Overflow.io - User Flows
Figma - Wireframes & Prototypes
““Two big picture opportunities to advance the experience of the site/app are: clearer UI indicators and modernizing the UI”
-Presenting UX roadmap to stakeholders”
People Need Feedback
While reviewing session replays, I noticed customers repeatedly clicked to view their cart because there was no visual indicator that the page was loading.
Working with the Site Ops team, we ran an A/B test with a page-level loading bar to see if it would affect conversion.
The test was ruled a success after seeing the conversion rate increase by 4% along with other KPI’s.
After seeing this improvement, we’re looking to add this progress indicator between other pages on the site.
Stay in the Flow
When a customer adds an item to their cart, they are brought to an interstitial page. While this page does contain a ‘Continue Shopping’ CTA, the data shows people weren’t clicking it and were resorting to other methods.
Based on comparative research, I mocked up an experience that kept customers on the page by displaying a side drawer of the item they just added to their cart. This allowed them to easily return to the page they were on, keeping them in familiar context.
After running an A/B test, the test was a clear winning with seeing significant bumps in both cart size and conversion.
A Picture’s Worth
On mobile, the product image is often down the screen below banners and several lines of text information.
I had a hypothesis that by reducing the information in the top section of PDP pages, customers will get to the product information faster leading to increased conversion.
The A/B test resulted in a win with increase in Add to Cart %, with other shopping metrics being flat or slightly up.
Reducing the text above the PDP image increased key metrics
Electronic Software Delivery
How can we add a digital download option that’s clear to customers every step of the way?
I partnered closely with the marketing and internal tools teams to uncover any blockers and explore possible solutions.
From there, I created wireframes and mapped out the full customer journey, which I shared with key teams and stakeholders.
After getting approval, I collaborated with our developers and QA to test and launch the feature.
The results exceeded our revenue goal in the first month after launch.
Native Rewards
What impact could a native rewards page have on boosting engagement in an e-commerce mobile app?
I collaborated with marketing and internal tools team to crave out requirements and estimate effort. We discovered that this would be blocked by an on going issue with their campaign management tool.
I continue to iterate on the design with feedback from across teams, while working to remove the blockers.
Message Center
Without a central place to store notifications/offers, customers as less likely to use those benefits. Would a message center increase the usage of these offers and solve other business goals?
I gathered some preliminary requirements and iterated on a design. I presented this design to the team and then stakeholders who prioritized it for later in the year.
Next step is to work with the internal tools team to add the functionality to access the message center with the enterprise tools.