Miracle Made
Ecommerce Project
THE PROBLEM
1. An outdated Product Page that didn't elevate the product
2. Little product discovery, meaning users would abandon if they weren't satisfied with the product
ROLE
As UX Lead, I was responsible for the ideation, component creation and functionality of the shop path and all touch points.
THE PROCESS
STREAMLINED PROCESS
Defining the Strategy
Since this was a short term project based assignment, an accelerated and streamlined design process was required.
1. Research had been conducted by the brand with impressions and data being available for me to review
2. Previous design reviews had been conducted that defined the stakeholder's preferences in the market amongst competitors
3. Demographic considerations were top of mind throughout the ideation process, accounting for accessibility compliance, user interview data focused on user impressions and preferences
The main objectives of this project was the following:
1. Elevating the product page for their hero product. Interview participants expressed distrust for the product based on the dated UI andlack of social proof, so both were addressed in the new design
2. Adding easy cross-sells and upsells. Since most of the traffic entered the site straight to the hero product, they were often not aware of the savings of building a bundle and the related products within the category that could deliver the same benefits
These upsell and cross sell moments were included to the PDP, cart and an interstitial opportunity to upgrade prior to the checkout.
IDEATION
Component Library Creation
Since this was a short term project, creating modular components allowing for adequate testing beyond my contract would set my client up for success.
With this in mind, I created a custom component library that would allow the team to swap out elements as they were testing to help validate the final design.
This meant including different variants of each component that would exist as building blocks for them to utilize in the long term.
Hero Product Page Optimization
The Hero Product Page was typically the first touchpoint the customer had into the site, since most traffic was driven there. With this in mind, it was paramount that the user had visibility into the available upgrades, a summary of the value props of the product, thoughtful and verified social proof and engaging elements allowing customers to see content in the way that resonates with them. This meant having both written and video reviews, benefits of the product in the product details summary but also laid out with icons, supporting videos to make the texture of the product clear, and consolidated carousels to encourage discovery of the brand.
Product and Brand Knowledge
Telling the story of the brand and comparing the science backed value props that set the product apart from the rest of the homeware market was important to the customer. User interviewees expressed feeling the price-point was high and wanted to understand where the cost was coming from. Educational modules and allowing the user to tailor the reviews to reflect these concerns was included to the experience, along with a FAQ component.
App Redesign
