Ecommerce

3-ecommerce-top.png

project overview

Re-envisioning the ecommerce area of the product, mobile first. My role was interaction and visual design as well as user research.


competitive-research.png

research

Qualitative and quantitative data showed poor conversion rates on mobile, performance, data entry, and usability issues. Did market research as another first step in the process (shown to right).


wires

Took the best ideas from sketching and translated into wireframes. Shopped around internally and narrowed down to some flows to test. 

3-responsive-wires.png

version A, single page app

A single page app was a strong technical direction of this project. Explored different UX we could do to support that.

3-ecommerce-wires.png

version B, sidebar

Explored allowing users to check out on top of product pages, so it was a more connected experience and users could pay in-context


3-ecommerce-testing.png

testing

On small percentages of traffic, explored subtle changes to the current checkout flow on areas we hypothesized could move the needle after these explorations as to not disrupt conversion.


visuals

3-ecommerce-visual.png

version 1

Iterated on different ways to chunk info and forms, shipping concepts and added a progress bar, so users would know where they’re at in the flow.

ecom-modal.png

version 2

Explored check out in a modal, so it could ideally happen over any page. Explored different form fields and interactions to make payment feel like there was less to fill out.


MVP

sub-mvp.png

desktop

Started out with very minor improvements to the flow, that bled down to responsive and tested improvements slowly to ensure conversion didn't drop.

A key improvement was adding in attach initiatives to other areas of the product after purchase and onboarding initiatives on the receipt phase.