Ecommerce UI Enhancements
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Online Shoppers
Intuitively shop the site
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Marketing, Creative,and Compliance teams
Provide a seamless experience for people to engage with all the offering 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
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Confluence - Documentation/Research
Jira - Dev Collaboration
Lyssna - User Testing
Overflow.io - User Flows
Figma - Wireframes
Ecommerce UI Enhancements
Challenge: Online Shopping is a staple of many people’s daily lives.
Hypothesis: Making the shopping experience intuitive will determine whether people want to shop that site or find an alternative.
Metric Goal: Boost in conversion rates, cart size, monthly revenue, and promo usage.
““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 viewing session replays, I noticed customers would click several times to view their cart since there no visual indicator that the page was loading.
Working with the Site Ops team, I asked them to run 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 14%.
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. This page does contain a ‘Continue Shopping’ CTA but the data shows that 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 this as a A/B test, it was a clear winning with seeing significant bumps in both cart size and conversion.
Electronic Software Delivery
How do you add a digital download option that is clear to the customer the whole journey?
I worked closely with the marketing and internal tools teams to discover any blockers and to discuss our options.
I created wireframes and presented a journey map to the teams and stakeholders. After they approved, I worked with our Devs and QA team to test and deploy.
We exceeded our goal of 500k in revenue the first month after launch.
Native Rewards
Would a native version of Fingerhut’s rewards page (Perks) for boost engagement in their mobile app?
I posed this question with the 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.
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 or 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.