The Browsing Experience
Elevate the browsing experience to allow users to narrow down the assortment & focus on a target product. Users should easily understand the product benefits to increase confidence in making a purchase.
OBJECTIVE
Led the user research through usability, baseline and benchmark studies. Analyzed the findings to inform the site strategy. Built out the designs, working through wireframes and prototypes. Presented new strategy to stakeholders. Worked with the cross functional team to build content and visual language.
CONTRIBUTION
Platform: Web Tools: Sketch, Usertesting Date: 2023 - Ongoing
OVERVIEW
Qualitative analysis from user studies gave clearer insights into user pain points when browsing category pages. The analysis showed users have difficulty finding products that suit their needs. As they browse, it takes time & effort to decide which product would be best. Additionally, when users try to learn more about the products, they do not necessarily understand the technical features or benefits.
As category pages are a critical part of the shopping experience, improvements needed to be made to allow users to understand the benefits & easily find what they are looking for. Providing the right tools & information to the browsing experience would lead to increased confidence to make a purchase.
Funnel analysis showed the category page had the largest drop-off rate.
ROLE & RESPONSIBILITIES
As part of this exploration, a benchmark study was set up to compare our user experience with competitor sites. Users were tasked with finding a specific product from each site. As we observed user behavior & interactions, we looked for potential solutions. This study allowed us to consider new elements & updates to the UI.
After gathering feedback & evaluating the shopping experience, we looked for areas of opportunity.
The main feedback for the current experience was that users were overwhelmed by the assortment. To alleviate this issue, we began to look into the submenu links and filter structure. By improving the submenu links on all pages, users could navigate specific selections within one category. Additionally, we started to optimize the filter UI and data feed. In cleaning up the filter attributes, and provide specific traits per category, users could fine tune their search based on category specific considerations.
To further reduce feeling overwhelmed, we began to create wireframes to simplify the page structure & highlight the assortment in a clear, scannable way. Alongside the display itself, we conducted competitive analysis to evaluate how sites used educational components to explain the benefits of products or collections.
Finally, we worked with our cross functional partners on the Creative team to discuss elevating our product photography.
User feedback also highlighted the significance of product photography, acting as a stand in for viewing a product in-store. We provided direction for new photography standards to ensure an accurate display of the product on-model. We also explored the option to show the product on various body types to properly gauge the fit. As fabric is a key component to all Tommy John products, we requested detail shots to highlight fabric textures. Through improving the photography standards we further assist and influence users' decision making process, especially when being unable to physically view/feel the product.
To tackle each of these updates, the approach has been to launch & test changes incrementally.
THE RESULTS
As of now, we’ve begun testing the design of the submenu links. We’re currently testing an option that utilizes icons alongside style names as a visual reference & seeing positive results. While testing continues, we’re in the process of designing wireframes to update the UI. Once the wireframes are finalized, we will look to validate the approach through A/B testing & usability studies.
Earlier this year, Creative shot some new photography based on the our recommended guidelines. Once the new imagery is live, our eComm Merchandising team will monitor performance, tracking clicks & add to cart rate. By testing & validating each of these optimizations, one at a time, we make sure we’re building an experience that can help users easily find their product & be satisfied with their purchase.
