G|Fashion E-commerce

Non-Intrusive Sign Up

Previously having directed users to a new page for sign up, one of the first small changes to experience I made was simplifying the login and sign up experience. Creating a sliding animation for the forms removes the layer of friction for users and also keeps their eyes on our marketing images behind the overlay. This helped us to onboard new users without the need of taking them from the overall web experience. We tested results on the new signup by tracking the amount of unique users visiting the page as well as daily anonymous visits. After removing the redirect for sign up, we saw a ~20% increase in conversions.

On First Glance

Even with the updated conversion rates and increased traffic, we were still not seeing this convert into increased sales traffic. Working alongside UI designers, we established a visual hierarchy for the landing page that successfully funnels user through our product offerings by narrowing down the target audience as the page extends. Starting with the most general user and working toward individual women's and men's products in an effort to guide users to a product they would show interest in from the get go, removing even more friction from the initial browsing process. We included large CTA's on the full width section to encourage users to explore our newest collections.

Making Search Better

Perhaps the most important part of the purchase user flow is search experience and product detail pages. On the backend, we had just improved our search feature to show dynamic custom results based on search history for logged in users and redesigning the search results page to better showcase and allow users to view the maximum amount of information possible. We achieved this by adding scrolling options to the individual item links, clearly displaying the filter categories rather than using a dropdown, and promoting relevant items in the result order.

Building Informative Product Pages

Designing a PDP that provided enough information at a glance without cluttering the interface and overwhelming the user was a challenge for me during initial concepts. I conducted analysis of some of some of our main competitors and collaborated with other designers to create a system of priority to decide what elements were most important for selling the product and what could be sacrificed to minimize the UI and keep the sleek, elegant feel of the rest of the site.

After some interviews and AB tests, we came to the conclusion that users felt the price, images, and size options were the most important features when viewing a product. With this knowledge we chose to hide most information in dropdown areas while increasing the size of product images. We removed all other buttons except for the large Add to Bag call to action.

Checkout

The main goal with the checkout process was increasing user follow through. The checkout point of sale was another friction point that was noticed through user research and data analysis. User's would often add items to their cart or saved for later without ever viewing the item again. We wanted the user to complete the purchase quickly and effectively and maximize items sold. We achieved this through the interface in multiple ways. Primarily, we wanted to remind and encourage users to add more items to their cart. By including their Saved for Later list attached to their bagged items, we give the user one last chance to add and finalize their cart before purchase.