Menu redesign
dolls kill / 2021 - 2022
Redesign and reorganization to improve the discoverability of categories in menu
What’s New
Clothing
Plus
Shoes
accessories
home
beauty
collabs
shoes
sale
$US
search
Free shipping to canada on orders over $75
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warehouse sale
Role
Sole Designer
timeline
2 month iterations
team
Worked on a team of engineers, product managers, creative director, and CEO
Problem space
1
Users going straight to search
Instead of going through different categories in the menu, users were going straight to search. Ideally, we would want users to browse through the options to make an outfit.
2
Low exposure to categories
There were only 4 high-level permanent categories presented to the users on the navigation. Not enough users were looking through them or they were presented with too many choices when they did. The high-level categories didn’t focus on the main function of the site and in turn the company was losing opportunities to up-sell items in different categories.
3
Within the high-level categories, there were 7 subcategories in which there were 5+ lower categories for each one, which also trickled down in more categories
Choice overload
👜 shop
👚 Clothing
shoes
Accessories
home
beauty
collabs
brands
Tops
outerwear
👗 dresses
lingerie
swim
active
bottoms
Plus & Curve
Unisex
Bodycon
Mini Dresses
Midi Dresses
Maxi Desses
Party Dresses
Casual Dresses
HMW
How might we make it easier for users to find the products they want?
Research
User Interviews
There were key questions that I wanted to ask users and how they felt about the previous menu organization and the level of difficulties they were having. I asked users to find certain products and rate the difficulty of finding those products. I also asked them to make a full outfit and other tasks as well. I noticed some pain points through action, but also asking the users how they felt
Key Pain Points from User Interviews
Users were pausing a lot to figure out which category to find the products in. On average they were spending a minimum of 5 seconds trying to locate and guess which category a product would be in
The users felt paralyzed by the amount of options there were by under “what’s new” and “shop”
They felt like the “dolls” category did not serve them any purpose in trying to find an outfit because they would have to go to a completely different page to see the aesthetic of each doll
Users found it easier to just type “shoes” into the search rather than going through the menu to choose shoes when trying to make an outfit
Previous top-level menu categories and design
Competitive analysis
I also took a look at other sites that had multiple categories and had a higher volume of higher-level categories to understand and see how they separated different products into each category.
Higher-level: they differentiated out non-clothing products into a higher level e.g. home and beauty
Shoes were drawn out in our case because we had highly populated category in shoes as well
Visual Merchandiser Collab
worked with the visual merchandiser team because they are the ones who currently organize products into categories. I wanted to understand how they currently did it and what they were able to pull out.
They currently had a backlog of thousands of items into a higher level category of “shop” since it did not distinctly separate them out yet until reaching into that category of “shop”
I worked with them into trying to figure out how to pull out some subcategories that have high volumes of products to make into higher-level categories in order to also highlight some of them
We decided to pull out:
What’s new
Clothing
Home
Beauty
Collabs
Shoes
Sale
Low-fidelity wireframes
Menu
What’s New
Clothing
home
beauty
collabs
shoes
sale
$USD
about us
contact us
login
Feedback from VM and PM
VM and PM actually wanted to break down the higher-level categories more since VM was actually starting to break down accessories into a higher-level category since they found that accessories was the #3 category of highest selling products.
They also wanted to put focus on brands since Dolls Kill also sold a variety of different brands besides their own.
During this time, Dolls Kill also wanted to gear their brand towards a more inclusive audience and collectively decided to bring out “plus” as a higher-level category to shine light on different body types
🎉 What’s New
🌟 Special Category
👚 Clothing
👠 shoes
🧢 accessories
🏠 home
💄 beauty
🤝 collabs
👀 brands
🏷 sale
👑 Featured
👕 Tops
🧥 Outerwear
👗 dresses
👖 bottoms
🙅 lingerie
👙 swim
⚽️ active
🩱 Plus & Curve
👫 Unisex
👀 Brands
Club Exx
Current Mood
Darker Wavs
dELia*s
Demonia
Lamoda
horoscopez
Impala Rollerskates
Jaded London
NGOrder
Poster Girl
Punk Rave
Sugar Thrillz
The Ragged Priest
Widow
Y.R.U
Feedback
Pushback from dev
During this, the engineering team was also working on a new way to filter according to different pages. The way that the filter functionality was developed previously to the way VM organized it was not going to work the same way it did with the new categories since each page was going to have to be different. With this, we also had to figure out how VM is going to categorize products based on details rather than as a whole subcategory
Best Sellers
2 selected
Color
BLACK (284)
PINK (192)
PURPLE (122)
RED (171)
ORANGE (82)
WHITE (211)
GRAY (148)
BLUE (221)
GREEN (152)
MULTI (166)
GOLD (71)
BROWN (160)
SILVER (24)
BRONZE (11)
CLOTHING
Dresses
BLACK
multi
CLEAR
DONE
Best Sellers
1 selected
CLOTHING
Dresses
BLACK
CLEAR
DONE
Product types
Dresses (100)
SWEATERS + CARDIGANS (60)
ACTIVEWEAR (12)
ROMPERS + JUMPSUITES (80)
JEANS (48)
GRAPHIC TEES (58)
INTIMATES (10)
TOPS (78)
BOTTOMS (44)
PANTS (55)
SWIM (8)
SKIRTS (53)
v1 concepts
Feedback
FFeeback from VM, eng, PM, marketing, and CEO
Majority of the feedback at this time were stylistic changes, but also putting a little bit of emphasis on search functionality as well since it proves to be a key feature for a lot of users. We decided to populate the search page with other product recommendations and popular searches to expose items to users while they search for some products.
auto-generate for popular searches from visual merchandiser
font change to sharp grotesk 25 + increase font size
auto-populate for trending items from visual merchandiser
when users start typing, searches changes as they’re typing
allow for “clear” option rather than having to backspace everything
A/B Testing
Before rolling out the new menu to all users, we wanted to do an A/B test to see if the menu would actually improve conversion rates. The KPI for this was CTR for menu and not add to cart because not all users will add things to cart. We wanted to primarily see if more users were going to the menu first rather than to search. Our main priority here was to see if users will actually spend more time looking through the menu to find the products that they wanted because it would serve as an opportunity for them to also get exposed to other products that they might not have known that we sold as well.
We found that the new menu had a significantly higher CTR of over 50%+
With this, I decided to do one more iteration of the menu redesign to comply with new stylistic changes, but kept the same functionality.
Old Menu Categories + Design
New Menu Categories + Design
Chart comparison between old and new menu design based through click through rate
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Description
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Angel Face Baby Tee
$38.00
or 4 payments of $9.50 after
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final screens
results + outcomes
Increase in CTR
ncreased CTR of lower level categories over 50% by prioritizing popular categories from customer data (search and user data)
Increase in Categroy Exposure
Increased traffic to plus size categories by 120% by creating a new top level sub category
Increase in plus size clothing sales
Helped increase sales of plus clothing by 15% and making it one of the fastest growing categories at Dolls Kill
More inclusive brand
Helped the company pivot towards a more inclusive brand by shining light on plus size clothing