Woxer
Ecommerce Project
THE PROBLEM
1. An outdated website the CEO was not satisfied with
2. A loyal subscriber base but a poor subscription flow
ROLE
As UX & Product Lead, I was responsible for feature prioritzation, defining the strategy through user research and all UX and UI ideation.
THE IMPACT
Increased the duration of subscribers by 2X
THE PROCESS
DISCOVERY
User Research
In order to gain supporting user data, I was leading 10 user interviews a month, implemented screen recording software, heatmaps and Google Analytics.
The most pressing feedback generated from this research helped identify priorities:
1. 80% of user participants expressed wanting a search function which was not a feature on the website. Since most of the traffic was coming on to the site through paid media, this was adding a lot of friction.
2. Customer support teams were spending 65% of their time with subscription management inquiries. By the time the customer reached out, they were already angered by subscriptions they thought were cancelled or sold out products that were manually replaced with an item they didn't want. Subscribers make for consistent revenue, so ensuring these customers were pleased with the experience is of high importance.
3. The brand had a unique story and product offering, but little product knowledge was present to help distinguish what set them apart in a competitive intimates landscape. Adding informational pages and site elements to assist the user in understanding the benefits would provide a lot of value.
Redesigning the PDP to provide a subscription option and show the price benefits enticed price-conscious consumers early, increasing subscription revenue for the business.
Then ensuring the subscription dashboard was easy to understand and manage ensured customer retention and satisfaction.
IDEATION
E-Commerce Design
The approach to e-commerce design is one that considers all the points of contact a customer can have with the brand.
With that in mind, the navigation including search, product pages, collection pages and brand education were optimized to tell a cohesive story and get users where they needed to go.
Product Page Optimization
Product pages were originally separated out for each variant, so if a product with the same fit came in a standard and high waisted version, a user who entered the site directly to a PDP would never know.
By redesigning the UI to have more variants than only size and color, we were able to bring visibility into the various cuts that a user may prefer and accelerate product selection.
Additionally the one time vs. subscription banners were added, lending context to the benefits of subscribing with the lower upfront cost. Matching products to build a coordinated set were included to reflect the user interviews who only buy matching top and bottoms, making this a one-click-shop. And to support this matching set desire even further, a carousel with all products in the color-way was added, since their customer is very motivated by unique prints and sets.
Search Functionality Introduction
Upon joining the team, there was no ability to search the site. This was top of mind for me as an experience designer, and I validated this priority in user interviews. Many customers were entering the site from paid media, and the key words based on the seasonal drops was what was memorable for them. Having the ability to search a specific drop or print name would save a lot of time and was something 80% of participants expressed wanting.
This was also a great opportunity to add to the product discovery, since similar or related products could be showcased in the results, increasing the likelihood of a favourable product for the customer.
Product and Brand Knowledge
The brand had built a loyal following because of their story and unique business model, but without having followed them from the beginning, a new customer would never know. In a crowded intimates e-commerce space, telling this story and emphasizing the product benefits was going to help set the brand apart. I developed a Style Guide and About Us page to lean into the values of the brand and the benefits of wearing it, that was echoed by the already established community of customers.
App Redesign
With the brand having a loyal following, and frequently selling out of new drops, their app provided their eager customers the most timely notifications of new releases but didn't reflect the newly updated website experience.
The app was then redesigned to support these needs, while also lending a simplified UI that the subscribers who were interviewed expressed wanting.
