Role
UX Designer
timeline
2 month iterations
team
Worked on a team of eng, CEO, product managers, and creative director
Problem space
1
Brand Refresh
Company wanted a refresh to modernize the webpage because they wanted to move the demographic towards late teens to early adult to match their products, rather than focusing on teens
2
Little product exposure
Users were only getting exposed to the product that they clicked on, but were having a hard time finding other products shown on the model. This was a wasted opportunity to present other products as well as a pain point for users who wanted to buy a full outfit leading to a decrease in potential sales.
3
At Dolls Kill, we were having a problem with low engagement rates with users clicking onto the product details page, but not adding anything into their cart
Low engagement and conversion rates
Emotional Journey
🙂 Visit landing page
🤔 Menu exploration
🧐 Look through product listing page
😄 Select product to look through
😁 Add to cart
🤩 Checkout
Common Blockers:
Low product exposure
Sizing not available until CTA
Details not available
Wanted to focus on the size selector and fix that because that was the main pain point for users trying to add to their cart and not being able to clearly see their size
Wanted to focus on size guide + details since many users are wanting to see how their clothes would fit them and they need to know in order to add their size + details of fabric
Users wanted to find other products that were presented on the model, but aren’t able to → I want to focus on adding product recommendations + other products presented on on the page as well
findings + focus
Hotjar
I first looked at hotjar to see where users were clicking on the most. Many users were clicking on the add to bag button, which is where the size selector is, but not actually adding anything to the cart. I wanted to focus more on the size selector and noticed many users were actually looking at the sizing detail (sizing detail, fabric detail, etc.)
I wanted to do a focus on the Add to Bag button (size selection), product detail, size guide since those were the most clicked on
Description
Details
Size & Fit
View More
Darker Wavs
Angel Face Baby Tee
$64.00
$38.00
Add to Bag
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If you like Angel Face Baby Tee, you might like these...
Make it an outfit with these!
Sage Autumn Revival Cropped Sweater are you ready for sweater weather? This long sleeve sweater has a cozy ribbed knit construction, a crew neckline, and a curved crop hem.
Competitive analysis
I did a deep dive on other sites with similar demographics to see what they did well and what they weren’t doing well
Many of the the sites had visible size selectors that would allow for users to see which sizes were available before adding to cart which would help alleviate the pain points of getting users’ hopes up that they have their size
Size guide was a lot more clear for users on other sites than ours. Our size guide is confusing for many users to use since it is just a picture and we currently do not have the model details that users can base it off of
Research
User Surveys
We sent out surveys to returning customers and new customers to their emails asking experience questions of how users felt about the site in general. We asked questions like “What is your experience like when choosing a size?” We also have an area for users to type in their advice
Many of the users found it hard to select which sizes to choose
Many found adding to cart was a pain point since they would only want to see the size and not actually add to cart - pain point cause it add frustrations
Users would also like to see other products on the model to make a full outfit but are not able to
LOW FIDELITY wireframes
concept EXPLORATION + FEEDBACK LOOP
What’s New
Clothing
Shoes
accessories
home
beauty
collabs
shoes
sale
$US
search
Free shipping to canada on orders over $75
PAIR IT WITH
ribbed autumn revival cropped sweater
current mood
$50.00
$37.50
add to bag
description
Sage Autumn Revival Cropped Sweater are you ready for sweater weather? This long sleeve sweater has a cozy ribbed knit construction, a crew neckline, and a curved crop hem.
Details
Our Doll wears S and is 5'8
Light Green
Shell 55% Acrylic 45% Cotton Hand Wash Cold
Size Guide
share
Prodcut recs
Brand
product name
$40
Brand
product name
$40
Brand
product name
$40
Size Guide
share
ribbed autumn revival cropped sweater
current mood
$50.00
$37.50
add to bag
description
Sage Autumn Revival Cropped Sweater are you ready for sweater weather? This long sleeve sweater has a cozy ribbed knit construction, a crew neckline, and a curved crop hem.
Details
Our Doll wears S and is 5'8
Light Green
Shell 55% Acrylic 45% Cotton Hand Wash Cold
Size Guide
share
Feedback from VM and PM
Mainly UI changes
Marketing wanted a sections where they can add promos whenever they wanted without skewing the rest of the page
Wanted to expose more products right when users opened the page
CEO wanted a quick add to bag for product recommendations like they have it on PLP
v1 concepts
With this iteration I still received pushback for the size selection, but for the sake of receiving feedback for the other aspects, I chose to leave it out for this iteration as I work on trying to push for exposed size selections. I wanted the focus of this iteration to be on the product recommendations and the sizing details and size guide as those are also as important
During this time I was able to make another iteration where the size selector was not too overbearing and matched the modernization of the theme
Feedback from VM and PM
There were a few UI tweaks that needed to happen (switch to a new creative director)
Font sizing
Font changes
New changes for UI CTA and ability to add product recommendations (that were on the model) under the selector to organize it differently
FINAL SCREENS
results + outcomes
Increase in Average Orders
Product recommendations saw an increase in average order values by 12%+
Increase in Item Exposure
Easier for users to find other products presented on model which led to an increase in sales by 16%+
Increase in checkout conversion
An increase in conversion to checkout rate by 8%+ due to an easier flow through PDP
HMW
How might we make users feel more certain about the products they choose and feel happy about it?