How my redesign of UNTUCKit’s website led to unprecedented holiday sales.

How my redesign of UNTUCKit’s website led to unprecedented holiday sales.

How my redesign of UNTUCKit’s website led to unprecedented holiday sales.

How my redesign of UNTUCKit’s website led to unprecedented holiday sales.

Project Overview

Quick Facts

01

Time Frame

Working closely with the e-commerce leader, I crafted an 18-month strategy to enhance the online shopping experience. 2022 Q1-Q3 (Top Nav, PLP)2023 Q1-Q3 (PDP)

01

Time Frame

Working closely with the e-commerce leader, I crafted an 18-month strategy to enhance the online shopping experience. 2022 Q1-Q3 (Top Nav, PLP)2023 Q1-Q3 (PDP)

01

Time Frame

Working closely with the e-commerce leader, I crafted an 18-month strategy to enhance the online shopping experience. 2022 Q1-Q3 (Top Nav, PLP)2023 Q1-Q3 (PDP)

01

Time Frame

Working closely with the e-commerce leader, I crafted an 18-month strategy to enhance the online shopping experience. 2022 Q1-Q3 (Top Nav, PLP)2023 Q1-Q3 (PDP)

Project Overview

Quick Facts

01

Time Frame

Working closely with the e-commerce leader, I crafted an 18-month strategy to enhance the online shopping experience. 2022 Q1-Q3 (Top Nav, PLP)2023 Q1-Q3 (PDP)

01

Time Frame

Working closely with the e-commerce leader, I crafted an 18-month strategy to enhance the online shopping experience. 2022 Q1-Q3 (Top Nav, PLP)2023 Q1-Q3 (PDP)

01

Time Frame

Working closely with the e-commerce leader, I crafted an 18-month strategy to enhance the online shopping experience. 2022 Q1-Q3 (Top Nav, PLP)2023 Q1-Q3 (PDP)

01

Time Frame

Working closely with the e-commerce leader, I crafted an 18-month strategy to enhance the online shopping experience. 2022 Q1-Q3 (Top Nav, PLP)2023 Q1-Q3 (PDP)

Record-Breaking Performance

Record-Breaking Performance

2022 vs 2021
2022 vs 2021
Black Friday / Cyber Monday Campaigns
Black Friday / Cyber Monday Campaigns
Black Friday / Cyber Monday Campaigns

23

23

23

23

%

%

%

Core Business Increase YoY

17

17

17

17

%

%

%

Core Business Increase YoY

Following the introduction of the top navigation and product listing page (PLP) design in September 2022, we successfully attained the highest sales performance during the fourth quarter holiday season.

Following the introduction of the top navigation and product listing page (PLP) design in September 2022, we successfully attained the highest sales performance during the fourth quarter holiday season.

8

8

8

8

%

%

%

Core Business Increase YoY

Total Site Q4
Performance
Total Site Q4
Performance
Total Site Q4 Performance

16

16

16

16

%

%

%

Core Business Increase YoY

Design

Design

Design

Design

Identify issues to bridge the gap

Before the Covid-19, UNTUCKit used external agencies for e-commerce. Post-pandemic, they created an in-house team, boosting efficiency. When I joined in 2021, I noticed they lacked qualitative customer insights. My challenge was to educate leaders on the importance of user research and establish it as standard practice.

Identify issues to bridge the gap

Before the Covid-19, UNTUCKit used external agencies for e-commerce. Post-pandemic, they created an in-house team, boosting efficiency. When I joined in 2021, I noticed they lacked qualitative customer insights. My challenge was to educate leaders on the importance of user research and establish it as standard practice.

Identify issues to bridge the gap

Before the Covid-19, UNTUCKit used external agencies for e-commerce. Post-pandemic, they created an in-house team, boosting efficiency. When I joined in 2021, I noticed they lacked qualitative customer insights. My challenge was to educate leaders on the importance of user research and establish it as standard practice.

Identify issues to bridge the gap

Before the Covid-19, UNTUCKit used external agencies for e-commerce. Post-pandemic, they created an in-house team, boosting efficiency. When I joined in 2021, I noticed they lacked qualitative customer insights. My challenge was to educate leaders on the importance of user research and establish it as standard practice.

text

Unlocking the Power of Numbers

I collaborated with data analysts to optimize user journeys, improve satisfaction, and inform design decisions. We reviewed metrics like click-through, conversion, sessions, and abandoned rate. This data benchmarked old versus new designs and convinced senior leaders to embrace changes, despite UNTUCKit's outdated UX practices.

text

Unlocking the Power of Numbers

I collaborated with data analysts to optimize user journeys, improve satisfaction, and inform design decisions. We reviewed metrics like click-through, conversion, sessions, and abandoned rate. This data benchmarked old versus new designs and convinced senior leaders to embrace changes, despite UNTUCKit's outdated UX practices.

text

Unlocking the Power of Numbers

I collaborated with data analysts to optimize user journeys, improve satisfaction, and inform design decisions. We reviewed metrics like click-through, conversion, sessions, and abandoned rate. This data benchmarked old versus new designs and convinced senior leaders to embrace changes, despite UNTUCKit's outdated UX practices.

text

Unlocking the Power of Numbers

I collaborated with data analysts to optimize user journeys, improve satisfaction, and inform design decisions. We reviewed metrics like click-through, conversion, sessions, and abandoned rate. This data benchmarked old versus new designs and convinced senior leaders to embrace changes, despite UNTUCKit's outdated UX practices.

Pre-Design Top Navigation Menu

Paint Points

Overlapping and redundant categories cause overwhelming options on dropdown navigation - Unclear hierarchy and non-clickable sub-category links The text is difficult to identify as either a hyperlink or plain text. Some sub-category links should be used as filters InsteadInconsistent naming for category links and PLP Header

Pre-Design Top Navigation Menu

Paint Points

Overlapping and redundant categories cause overwhelming options on dropdown navigation - Unclear hierarchy and non-clickable sub-category links The text is difficult to identify as either a hyperlink or plain text. Some sub-category links should be used as filters InsteadInconsistent naming for category links and PLP Header

Pre-Design Top Navigation Menu

Paint Points

Overlapping and redundant categories cause overwhelming options on dropdown navigation - Unclear hierarchy and non-clickable sub-category links The text is difficult to identify as either a hyperlink or plain text. Some sub-category links should be used as filters InsteadInconsistent naming for category links and PLP Header

Pre-Design Top Navigation Menu

Paint Points

Overlapping and redundant categories cause overwhelming options on dropdown navigation - Unclear hierarchy and non-clickable sub-category links The text is difficult to identify as either a hyperlink or plain text. Some sub-category links should be used as filters InsteadInconsistent naming for category links and PLP Header

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