How I redesigned the UNTUCKit’s PDP to achieve a 37% revenue increase in one month (Part 2)
This case study is the second part of the 18-month UNTUCKit website redesign project, focusing on the Product Detail Page (PDP).
How I redesigned the UNTUCKit’s PDP to achieve a 37% revenue increase in one month (Part 2)
This case study is the second part of the 18-month UNTUCKit website redesign project, focusing on the Product Detail Page (PDP).
Project Overview
Quick Facts
01
Client Background
UNTUCKit is an apparel startup renowned for its stylish and comfortable casual shirts designed to be worn untucked, which has achieved significant market success since founded in 2011.
02
Project Goals
To adhere to current online shopping best practices, enhanced usability to minimize user frustration, and deliver a seamless omnichannel experience for customers.
03
Time Frame
Q1 2023 - Q3 2023
04
Challenges
• First-time recruitment of UNTUCKit customers failed due to weak incentives and UserZoom Go testing Chrome plug-in issues. • Assessing redesign success was difficult due to a 50% marketing spend reduction and third-party tool integration issues that disrupted metrics.
Project Overview
Quick Facts
01
Client Background
UNTUCKit is an apparel startup renowned for its stylish and comfortable casual shirts designed to be worn untucked, which has achieved significant market success since founded in 2011.
02
Project Goals
To adhere to current online shopping best practices, enhanced usability to minimize user frustration, and deliver a seamless omnichannel experience for customers.
03
Time Frame
Q1 2023 - Q3 2023
04
Challenges
• First-time recruitment of UNTUCKit customers failed due to weak incentives and UserZoom Go testing Chrome plug-in issues. • Assessing redesign success was difficult due to a 50% marketing spend reduction and third-party tool integration issues that disrupted metrics.
Project Overview
Quick Facts
01
Client Background
UNTUCKit is an apparel startup renowned for its stylish and comfortable casual shirts designed to be worn untucked, which has achieved significant market success since founded in 2011.
02
Project Goals
To adhere to current online shopping best practices, enhanced usability to minimize user frustration, and deliver a seamless omnichannel experience for customers.
03
Time Frame
Q1 2023 - Q3 2023
04
Challenges
• First-time recruitment of UNTUCKit customers failed due to weak incentives and UserZoom Go testing Chrome plug-in issues. • Assessing redesign success was difficult due to a 50% marketing spend reduction and third-party tool integration issues that disrupted metrics.
Project Overview
01
Client Background
UNTUCKit is an apparel startup renowned for its stylish and comfortable casual shirts designed to be worn untucked, which has achieved significant market success since founded in 2011.
02
Project Goals
To adhere to current online shopping best practices, enhanced usability to minimize user frustration, and deliver a seamless omnichannel experience for customers.
03
Time Frame
Q1 2023 - Q3 2023
04
Challenges
• First-time recruitment of UNTUCKit customers failed due to weak incentives and UserZoom Go testing Chrome plug-in issues. • Assessing redesign success was difficult due to a 50% marketing spend reduction and third-party tool integration issues that disrupted metrics.
My Role
Quick Facts
01
Leadership
I led a cross-functional team of 10, including developers, product managers, analysts, content strategists, and e-commerce production associates, establishing streamlined development processes and fostering effective communication.
02
User Research & Testing
• Audited the website based on Baymard's 114 guidelines. • Collaborated with analysts to gather performance data • Conducted two rounds of user research & testing
03
Strategy & Ideation
I led the collaborative effort to define the project scopes and requirements, and prioritized key features. I encouraged innovative and strategic thinking through engaging discussions and ideation sessions.
04
Design & Prototype
I created wireframes, refined UI designs, and developed prototypes for user testings.
My Role
Quick Facts
01
Leadership
I led a cross-functional team of 10, including developers, product managers, analysts, content strategists, and e-commerce production associates, establishing streamlined development processes and fostering effective communication.
02
User Research & Testing
• Audited the website based on Baymard's 114 guidelines. • Collaborated with analysts to gather performance data • Conducted two rounds of user research & testing
03
Strategy & Ideation
I led the collaborative effort to define the project scopes and requirements, and prioritized key features. I encouraged innovative and strategic thinking through engaging discussions and ideation sessions.
04
Design & Prototype
I created wireframes, refined UI designs, and developed prototypes for user testings.
My Role
Quick Facts
01
Leadership
I led a cross-functional team of 10, including developers, product managers, analysts, content strategists, and e-commerce production associates, establishing streamlined development processes and fostering effective communication.
02
User Research & Testing
• Audited the website based on Baymard's 114 guidelines. • Collaborated with analysts to gather performance data • Conducted two rounds of user research & testing
03
Strategy & Ideation
I led the collaborative effort to define the project scopes and requirements, and prioritized key features. I encouraged innovative and strategic thinking through engaging discussions and ideation sessions.
04
Design & Prototype
I created wireframes, refined UI designs, and developed prototypes for user testings.
My Role
01
Leadership
I led a cross-functional team of 10, including developers, product managers, analysts, content strategists, and e-commerce production associates, establishing streamlined development processes and fostering effective communication.
02
User Research & Testing
• Audited the website based on Baymard's 114 guidelines. • Collaborated with analysts to gather performance data • Conducted two rounds of user research & testing
03
Strategy & Ideation
I led the collaborative effort to define the project scopes and requirements, and prioritized key features. I encouraged innovative and strategic thinking through engaging discussions and ideation sessions.
04
Design & Prototype
I created wireframes, refined UI designs, and developed prototypes for user testings.
Positive KPIs Despite Reduced Marketing Spend
Positive KPIs Despite Reduced Marketing Spend
Positive KPIs Despite Reduced Marketing Spend
2022 vs 2023
2022 vs 2023
2022 vs 2023
Product Details Pages performance YoY
Product Details Pages performance YoY
Product Details Pages performance YoY
%
%
%
Revenue Uplift May 23’ vs June 23’
Online Sales Growth May 23’ vs June 23’
%
%
%
Add to Cart Rate YoY
Add to Cart Rate YoY
In 2023, sessions fell by 24.7% due to a 50% reduction in marketing spend. Additionally, integration issues between Rebuy and Shopify led to discrepancies in conversion attribution. As a result, we decided to use other, more suitable KPIs as a reference for direction.
%
%
%
%
%
Notify Me Button CTR YoY
Notify Me
Button CTR YoY
%
%
%
%
%
Bounce Rate YoY
Bounce Rate YoY
%
%
%
%
%
YoY in AOV via Customer Review Widget
YoY in AOV via Customer
Review Widget
YoY in AOV
via Customer Review Widget
Research
Research
Research
Research
In addition to incorporating Baymard’s usability testing guidelines and collaborating with data analysts for quantitative findings, we initiated UNTUCKit's first-time user research practice to gather qualitative insights.
In addition to incorporating Baymard’s usability testing guidelines and collaborating with data analysts for quantitative findings, we initiated UNTUCKit's first-time user research practice to gather qualitative insights.
In addition to incorporating Baymard’s usability testing guidelines and collaborating with data analysts for quantitative findings, we initiated UNTUCKit's first-time user research practice to gather qualitative insights.
In addition to incorporating Baymard’s usability testing guidelines and collaborating with data analysts for quantitative findings, we initiated UNTUCKit's first-time user research practice to gather qualitative insights.
Quantitative Insights
Step 1: Unlocking the Power of Numbers
Similar approach as Top Nav/PLP redesign, I collaborated with data analysts to collect site performance metric. We reviewed click-through rates, conversion rates, occurrences, sessions, and abandonment rates.
Quantitative Insights
Step 1: Unlocking the Power of Numbers
Similar approach as Top Nav/PLP redesign, I collaborated with data analysts to collect site performance metric. We reviewed click-through rates, conversion rates, occurrences, sessions, and abandonment rates.
Quantitative Insights
Step 1: Unlocking the Power of Numbers
Similar approach as Top Nav/PLP redesign, I collaborated with data analysts to collect site performance metric. We reviewed click-through rates, conversion rates, occurrences, sessions, and abandonment rates.
Quantitative Insights
Step 1: Unlocking the Power of Numbers
Similar approach as Top Nav/PLP redesign, I collaborated with data analysts to collect site performance metric. We reviewed click-through rates, conversion rates, occurrences, sessions, and abandonment rates.
Website Audits
Step 2: Leveraging Baymard to Uncover Usability Issues and Customers Frustrations
As with the previous redesign of the Top Nav and Product Listing Page, I employed Bayard to perform a usability audit for the PDP, aiming to pinpoint any existing issues.
Website Audits
Step 2: Leveraging Baymard to Uncover Usability Issues and Customers Frustrations
As with the previous redesign of the Top Nav and Product Listing Page, I employed Bayard to perform a usability audit for the PDP, aiming to pinpoint any existing issues.
Website Audits
Step 2: Leveraging Baymard to Uncover Usability Issues and Customers Frustrations
As with the previous redesign of the Top Nav and Product Listing Page, I employed Bayard to perform a usability audit for the PDP, aiming to pinpoint any existing issues.
Website Audits
Step 2: Leveraging Baymard to Uncover Usability Issues and Customers Frustrations
As with the previous redesign of the Top Nav and Product Listing Page, I employed Bayard to perform a usability audit for the PDP, aiming to pinpoint any existing issues.
Key Usability Issues Identified
Paint Points
Paint Points
Paint Points
01
Buttons for size/fit selection
When using the dropdown menu for size/fit, it slows down users to see what size/fit combinations are available, especially where one of the attributes is unavailable.
01
Buttons for size/fit selection
When using the dropdown menu for size/fit, it slows down users to see what size/fit combinations are available, especially where one of the attributes is unavailable.
01
Buttons for size/fit selection
When using the dropdown menu for size/fit, it slows down users to see what size/fit combinations are available, especially where one of the attributes is unavailable.
01
Buttons for size/fit selection
When using the dropdown menu for size/fit, it slows down users to see what size/fit combinations are available, especially where one of the attributes is unavailable.
02
Out of stock
Baymard recommends allowing purchases of temporarily out-of-stock items with extended delivery times. We only offer recommendations for similar products or back-in-stock notifications.
02
Out of stock
Baymard recommends allowing purchases of temporarily out-of-stock items with extended delivery times. We only offer recommendations for similar products or back-in-stock notifications.
02
Out of stock
Baymard recommends allowing purchases of temporarily out-of-stock items with extended delivery times. We only offer recommendations for similar products or back-in-stock notifications.
02
Out of stock
Baymard recommends allowing purchases of temporarily out-of-stock items with extended delivery times. We only offer recommendations for similar products or back-in-stock notifications.
03
Disconnected Omni-Channel Experience
We have a separate “shop in-store” PLP/PDP that users can access from the courtesy menu; however, less than 2% of customers use the feature.
03
Disconnected Omni-Channel Experience
We have a separate “shop in-store” PLP/PDP that users can access from the courtesy menu; however, less than 2% of customers use the feature.
03
Disconnected Omni-Channel Experience
We have a separate “shop in-store” PLP/PDP that users can access from the courtesy menu; however, less than 2% of customers use the feature.
03
Disconnected Omni-Channel Experience
We have a separate “shop in-store” PLP/PDP that users can access from the courtesy menu; however, less than 2% of customers use the feature.
04
Personalized Styling Recommendations
After reviewing metrics, it’s clear that Styltics requires significant manual effort but offers little value to the company.
04
Personalized Styling Recommendations
After reviewing metrics, it’s clear that Styltics requires significant manual effort but offers little value to the company.
04
Personalized Styling Recommendations
After reviewing metrics, it’s clear that Styltics requires significant manual effort but offers little value to the company.
04
Personalized Styling Recommendations
After reviewing metrics, it’s clear that Styltics requires significant manual effort but offers little value to the company.
User Research
Step 3: First-Time User Research Recruitment Encountered Technical Challenges
User Research
Step 3: First-Time User Research Recruitment Encountered Technical Challenges
User Research
Step 3: First-Time User Research Recruitment Encountered Technical Challenges
User Research
Step 3: First-Time User Research Recruitment Encountered Technical Challenges
01
Research Goals
• Comprehend the challenges faced by customers. • Confirm the hypotheses regarding usability issues as proposed by Baymard.
01
Research Goals
• Comprehend the challenges faced by customers. • Confirm the hypotheses regarding usability issues as proposed by Baymard.
01
Research Goals
• Comprehend the challenges faced by customers. • Confirm the hypotheses regarding usability issues as proposed by Baymard.
02
Research Methodology
User Zoom Go Unmoderated testing with 11 participants. In the tests, 6 used desktops, 5 used mobile devices.
02
Research Methodology
User Zoom Go Unmoderated testing with 11 participants. In the tests, 6 used desktops, 5 used mobile devices.
02
Research Methodology
User Zoom Go Unmoderated testing with 11 participants. In the tests, 6 used desktops, 5 used mobile devices.
03
Challenges To Recruit Participants
Despite our eagerness to begin usability testing through UserZoom GO, we faced obstacles in recruiting UNTUCKit customers as participants. First, the recruitment incentive was not attractive to our customers. Second, UserZoom's reliance on a Chrome plug-in for session recording posed issues for less tech-savvy users. To address these challenges and mitigate delays, we pivoted the approach by leveraging UserZoom platform panels for this study.
03
Challenges To Recruit Participants
Despite our eagerness to begin usability testing through UserZoom GO, we faced obstacles in recruiting UNTUCKit customers as participants. First, the recruitment incentive was not attractive to our customers. Second, UserZoom's reliance on a Chrome plug-in for session recording posed issues for less tech-savvy users. To address these challenges and mitigate delays, we pivoted the approach by leveraging UserZoom platform panels for this study.
03
Challenges To Recruit Participants
Despite our eagerness to begin usability testing through UserZoom GO, we faced obstacles in recruiting UNTUCKit customers as participants. First, the recruitment incentive was not attractive to our customers. Second, UserZoom's reliance on a Chrome plug-in for session recording posed issues for less tech-savvy users. To address these challenges and mitigate delays, we pivoted the approach by leveraging UserZoom platform panels for this study.
04
Research Insights
We assigned 11 tasks and focused on resolving the usability issues identified earlier, following Baymard's guidelines, which could lead to frustrating experiences for our customers.
04
Research Insights
We assigned 11 tasks and focused on resolving the usability issues identified earlier, following Baymard's guidelines, which could lead to frustrating experiences for our customers.
04
Research Insights
We assigned 11 tasks and focused on resolving the usability issues identified earlier, following Baymard's guidelines, which could lead to frustrating experiences for our customers.
04
Research Insights
We assigned 11 tasks and focused on resolving the usability issues identified earlier, following Baymard's guidelines, which could lead to frustrating experiences for our customers.
(1) Slect Color / Size / Fit
Findings
Goals
The task aims to understand how users interact with our website to choose color, size, and fit.
Findings
It was observed that participants experienced frustration when they switched to a different color swatch as it resulted in the loss of their pre-selected size and fit.
(1) Slect Color / Size / Fit
Findings
Goals
The task aims to understand how users interact with our website to choose color, size, and fit.
Findings
It was observed that participants experienced frustration when they switched to a different color swatch as it resulted in the loss of their pre-selected size and fit.
(1) Slect Color / Size / Fit
Findings
Goals
The task aims to understand how users interact with our website to choose color, size, and fit.
Findings
It was observed that participants experienced frustration when they switched to a different color swatch as it resulted in the loss of their pre-selected size and fit.
(1) Slect Color / Size / Fit
Findings
Goals
The task aims to understand how users interact with our website to choose color, size, and fit.
Findings
It was observed that participants experienced frustration when they switched to a different color swatch as it resulted in the loss of their pre-selected size and fit.
User Research Feedback
(2) Out of Stock
Findings
Goals
The primary aim of this task is to comprehend how users react when their preferred products are out of stock.
Findings
It was observed that when users are in a hurry, they tend to opt for "shop similar styles." Conversely, if they are not in a rush, they often choose the "notify me" option. However, a common concern expressed by users was their inability to predict when the item would be back in stock.
(2) Out of Stock
Findings
Goals
The primary aim of this task is to comprehend how users react when their preferred products are out of stock.
Findings
It was observed that when users are in a hurry, they tend to opt for "shop similar styles." Conversely, if they are not in a rush, they often choose the "notify me" option. However, a common concern expressed by users was their inability to predict when the item would be back in stock.
(2) Out of Stock
Findings
Goals
The primary aim of this task is to comprehend how users react when their preferred products are out of stock.
Findings
It was observed that when users are in a hurry, they tend to opt for "shop similar styles." Conversely, if they are not in a rush, they often choose the "notify me" option. However, a common concern expressed by users was their inability to predict when the item would be back in stock.
(2) Out of Stock
Findings
Goals
The primary aim of this task is to comprehend how users react when their preferred products are out of stock.
Findings
It was observed that when users are in a hurry, they tend to opt for "shop similar styles." Conversely, if they are not in a rush, they often choose the "notify me" option. However, a common concern expressed by users was their inability to predict when the item would be back in stock.
User Research Feedback
(3) Shipping Info
Findings
Goals
This study aims to undrestand where users expect to find shipping information and to understand their reactions if it is missing from the Product Description Page (PDP).
Findings
Most test participants did not notice the global shipping information at the top of the page, likely due to banner blindness. They expected to find simple shipping details on the Product Description Page (PDP) but couldn't. As a result, they either added the product to their cart to check out or looked for shipping details in the website's footer.
(3) Shipping Info
Findings
Goals
This study aims to undrestand where users expect to find shipping information and to understand their reactions if it is missing from the Product Description Page (PDP).
Findings
Most test participants did not notice the global shipping information at the top of the page, likely due to banner blindness. They expected to find simple shipping details on the Product Description Page (PDP) but couldn't. As a result, they either added the product to their cart to check out or looked for shipping details in the website's footer.
(3) Shipping Info
Findings
Goals
This study aims to undrestand where users expect to find shipping information and to understand their reactions if it is missing from the Product Description Page (PDP).
Findings
Most test participants did not notice the global shipping information at the top of the page, likely due to banner blindness. They expected to find simple shipping details on the Product Description Page (PDP) but couldn't. As a result, they either added the product to their cart to check out or looked for shipping details in the website's footer.
(3) Shipping Info
Findings
Goals
This study aims to undrestand where users expect to find shipping information and to understand their reactions if it is missing from the Product Description Page (PDP).
Findings
Most test participants did not notice the global shipping information at the top of the page, likely due to banner blindness. They expected to find simple shipping details on the Product Description Page (PDP) but couldn't. As a result, they either added the product to their cart to check out or looked for shipping details in the website's footer.
User Research Feedback
(4) Shop In-Store Entry Point From Top Nav
Findings
Goals
To understand if users comprehend that they can engage in online shopping for in-store products.
Findings
Most users were able to find the “store locator” the first time. However, unclear language used for CTAs caused confusion and misled users regarding the next steps.
(4) Shop In-Store Entry Point From Top Nav
Findings
Goals
To understand if users comprehend that they can engage in online shopping for in-store products.
Findings
Most users were able to find the “store locator” the first time. However, unclear language used for CTAs caused confusion and misled users regarding the next steps.
(4) Shop In-Store Entry Point From Top Nav
Findings
Goals
To understand if users comprehend that they can engage in online shopping for in-store products.
Findings
Most users were able to find the “store locator” the first time. However, unclear language used for CTAs caused confusion and misled users regarding the next steps.
(4) Shop In-Store Entry Point From Top Nav
Findings
Goals
To understand if users comprehend that they can engage in online shopping for in-store products.
Findings
Most users were able to find the “store locator” the first time. However, unclear language used for CTAs caused confusion and misled users regarding the next steps.
User Research Feedback
(5) Shop In-Store / PDP
Findings
Goals
Our objective is to gain insights into how users interact with the "shop in-store" experience with the aim of identifying areas for improvement.
Findings
User feelings vary based on factors like shipping costs, urgency, and the process, especially if they need to contact the store, to receive products. (Based on the metrics that we also only had 2% of engagement rate.)
(5) Shop In-Store / PDP
Findings
Goals
Our objective is to gain insights into how users interact with the "shop in-store" experience with the aim of identifying areas for improvement.
Findings
User feelings vary based on factors like shipping costs, urgency, and the process, especially if they need to contact the store, to receive products. (Based on the metrics that we also only had 2% of engagement rate.)
(5) Shop In-Store / PDP
Findings
Goals
Our objective is to gain insights into how users interact with the "shop in-store" experience with the aim of identifying areas for improvement.
Findings
User feelings vary based on factors like shipping costs, urgency, and the process, especially if they need to contact the store, to receive products. (Based on the metrics that we also only had 2% of engagement rate.)
User Research Feedback
Design
Design
Design
Design
Product Detail Page
Redesign Modernizes and Simplifies Shopping Experience
After researching apparel websites and cross-referencing Baymard's top-performing Product Detail Pages, we worked with cross-functional team leads to refine our design. These efforts resulted in a significantly improved Product Detail Page that aligns with industry best practices and user preferences, enhancing the customer experience.
Product Detail Page
Redesign Modernizes and Simplifies Shopping Experience
After researching apparel websites and cross-referencing Baymard's top-performing Product Detail Pages, we worked with cross-functional team leads to refine our design. These efforts resulted in a significantly improved Product Detail Page that aligns with industry best practices and user preferences, enhancing the customer experience.
Product Detail Page
Redesign Modernizes and Simplifies Shopping Experience
After researching apparel websites and cross-referencing Baymard's top-performing Product Detail Pages, we worked with cross-functional team leads to refine our design. These efforts resulted in a significantly improved Product Detail Page that aligns with industry best practices and user preferences, enhancing the customer experience.
Product Detail Page
Redesign Modernizes and Simplifies Shopping Experience
After researching apparel websites and cross-referencing Baymard's top-performing Product Detail Pages, we worked with cross-functional team leads to refine our design. These efforts resulted in a significantly improved Product Detail Page that aligns with industry best practices and user preferences, enhancing the customer experience.
(1) Buttons vs Dropdown
Highlight
We structured categories with a clear hierarchy for easy navigation and emphasized visual content for campaign highlights. Up to three campaigns can rotate, especially beneficial during busy holiday seasons with multiple promotions.
(1) Buttons vs Dropdown
Highlight
We structured categories with a clear hierarchy for easy navigation and emphasized visual content for campaign highlights. Up to three campaigns can rotate, especially beneficial during busy holiday seasons with multiple promotions.
(1) Buttons vs Dropdown
Highlight
We structured categories with a clear hierarchy for easy navigation and emphasized visual content for campaign highlights. Up to three campaigns can rotate, especially beneficial during busy holiday seasons with multiple promotions.
(1) Buttons vs Dropdown
Highlight
We structured categories with a clear hierarchy for easy navigation and emphasized visual content for campaign highlights. Up to three campaigns can rotate, especially beneficial during busy holiday seasons with multiple promotions.
(2) Nearby Store Omni-Channel Experience
Highlight
We initially planned to create a true omnichannel experience, allowing customers to shop online and pick up in-store if they are in a hurry. Unfortunately, due to the vendor integration issues, we have to wait until 2025 to revisit this topic.
(2) Nearby Store Omni-Channel Experience
Highlight
We initially planned to create a true omnichannel experience, allowing customers to shop online and pick up in-store if they are in a hurry. Unfortunately, due to the vendor integration issues, we have to wait until 2025 to revisit this topic.
(2) Nearby Store Omni-Channel Experience
Highlight
We initially planned to create a true omnichannel experience, allowing customers to shop online and pick up in-store if they are in a hurry. Unfortunately, due to the vendor integration issues, we have to wait until 2025 to revisit this topic.
(2) Nearby Store Omni-Channel Experience
Highlight
We initially planned to create a true omnichannel experience, allowing customers to shop online and pick up in-store if they are in a hurry. Unfortunately, due to the vendor integration issues, we have to wait until 2025 to revisit this topic.
(3) Pricing Clarity
Highlight
To address customer confusion caused by our new pricing strategy, badge messaging, diverse promotions, multi-price options, and California pricing laws, we've allocated extra resources to refine our pricing display logic.
(3) Pricing Clarity
Highlight
To address customer confusion caused by our new pricing strategy, badge messaging, diverse promotions, multi-price options, and California pricing laws, we've allocated extra resources to refine our pricing display logic.
(3) Pricing Clarity
Highlight
To address customer confusion caused by our new pricing strategy, badge messaging, diverse promotions, multi-price options, and California pricing laws, we've allocated extra resources to refine our pricing display logic.
(3) Pricing Clarity
Highlight
To address customer confusion caused by our new pricing strategy, badge messaging, diverse promotions, multi-price options, and California pricing laws, we've allocated extra resources to refine our pricing display logic.
(4) Customer Reviews
Highlight
We partnered with the third-party vendor Yotpo to enhance the UI elements. Additionally, we requested the implementation of new functionalities aimed at improving the ease of searching reviews for customers, including filters and keyword search capabilities.
(4) Customer Reviews
Highlight
We partnered with the third-party vendor Yotpo to enhance the UI elements. Additionally, we requested the implementation of new functionalities aimed at improving the ease of searching reviews for customers, including filters and keyword search capabilities.
(4) Customer Reviews
Highlight
We partnered with the third-party vendor Yotpo to enhance the UI elements. Additionally, we requested the implementation of new functionalities aimed at improving the ease of searching reviews for customers, including filters and keyword search capabilities.
(4) Customer Reviews
Highlight
We partnered with the third-party vendor Yotpo to enhance the UI elements. Additionally, we requested the implementation of new functionalities aimed at improving the ease of searching reviews for customers, including filters and keyword search capabilities.
User Testing
User Testing
User Testing
User Testing
User Testing Feedback
Seamless Process Through Effective Collaboration
After the initial recurring experience, we collaborated with store managers to recruit customers via SMS, greatly enhancing the process. Participants were mainly frequent in-store shoppers with different online shopping backgrounds. However, our participant pool lacked diversity, particularly in terms of more females and individuals from different locations.
User Testing Feedback
Seamless Process Through Effective Collaboration
After the initial recurring experience, we collaborated with store managers to recruit customers via SMS, greatly enhancing the process. Participants were mainly frequent in-store shoppers with different online shopping backgrounds. However, our participant pool lacked diversity, particularly in terms of more females and individuals from different locations.
User Testing Feedback
Seamless Process Through Effective Collaboration
After the initial recurring experience, we collaborated with store managers to recruit customers via SMS, greatly enhancing the process. Participants were mainly frequent in-store shoppers with different online shopping backgrounds. However, our participant pool lacked diversity, particularly in terms of more females and individuals from different locations.
User Testing Feedback
Seamless Process Through Effective Collaboration
After the initial recurring experience, we collaborated with store managers to recruit customers via SMS, greatly enhancing the process. Participants were mainly frequent in-store shoppers with different online shopping backgrounds. However, our participant pool lacked diversity, particularly in terms of more females and individuals from different locations.
01
Research Goals
• To find out the overall first impression of the new PDP design • To find out which version (buttons vs. dropdown) users would prefer when selecting size/fit • To keep users engaged when their preferred product is OOS • To simplify “how to wear it” (Stylitics) experience — test 2 behaviors of style it with • To solve the potential confusion surrounding our promotional pricing display and badging
01
Research Goals
• To find out the overall first impression of the new PDP design • To find out which version (buttons vs. dropdown) users would prefer when selecting size/fit • To keep users engaged when their preferred product is OOS • To simplify “how to wear it” (Stylitics) experience — test 2 behaviors of style it with • To solve the potential confusion surrounding our promotional pricing display and badging
01
Research Goals
• To find out the overall first impression of the new PDP design • To find out which version (buttons vs. dropdown) users would prefer when selecting size/fit • To keep users engaged when their preferred product is OOS • To simplify “how to wear it” (Stylitics) experience — test 2 behaviors of style it with • To solve the potential confusion surrounding our promotional pricing display and badging
02
Research Methodology
Based on the first round recurring experience, we partnered with store managers to recruit customers via SMS, improving the process significantly. The limitations of this method included a majority of participants being regular in-store shoppers with differing levels of experience in online shopping, suggesting that older customers might possess less proficiency with technology. Furthermore, recruitment solely by one store may result in a lack of diversity in backgrounds.
02
Research Methodology
Based on the first round recurring experience, we partnered with store managers to recruit customers via SMS, improving the process significantly. The limitations of this method included a majority of participants being regular in-store shoppers with differing levels of experience in online shopping, suggesting that older customers might possess less proficiency with technology. Furthermore, recruitment solely by one store may result in a lack of diversity in backgrounds.
02
Research Methodology
Based on the first round recurring experience, we partnered with store managers to recruit customers via SMS, improving the process significantly. The limitations of this method included a majority of participants being regular in-store shoppers with differing levels of experience in online shopping, suggesting that older customers might possess less proficiency with technology. Furthermore, recruitment solely by one store may result in a lack of diversity in backgrounds.
(1) Buttons vs. Dropdown
Testing Feedback
To demonstrate the ease of selecting size/fit for customers, I developed prototypes for both button and dropdown designs, assigning users various tasks reflecting both in-stock and out-of-stock scenarios. The button design emerged as the clear winner. Here are some noteworthy quotes
(1) Buttons vs. Dropdown
Testing Feedback
To demonstrate the ease of selecting size/fit for customers, I developed prototypes for both button and dropdown designs, assigning users various tasks reflecting both in-stock and out-of-stock scenarios. The button design emerged as the clear winner. Here are some noteworthy quotes
(1) Buttons vs. Dropdown
Testing Feedback
To demonstrate the ease of selecting size/fit for customers, I developed prototypes for both button and dropdown designs, assigning users various tasks reflecting both in-stock and out-of-stock scenarios. The button design emerged as the clear winner. Here are some noteworthy quotes
(1) Buttons vs. Dropdown
Testing Feedback
To demonstrate the ease of selecting size/fit for customers, I developed prototypes for both button and dropdown designs, assigning users various tasks reflecting both in-stock and out-of-stock scenarios. The button design emerged as the clear winner. Here are some noteworthy quotes
“This is exactly why I didn't like the [dropdown] in the beginning because I have to get the combination right in order to figure if it is available in-stock, It's a lot of clicking”
“It's [buttons] always open, I don't have to go back between screens.”
“[Buttons] is easier to see [size/stock] right away / easier to use”
(2) Out of Stock
Testing Feedback
For out-of-stock situations, we included additional sub-tasks to gauge user responses when products are unavailable.
(2) Out of Stock
Testing Feedback
For out-of-stock situations, we included additional sub-tasks to gauge user responses when products are unavailable.
(2) Out of Stock
Testing Feedback
For out-of-stock situations, we included additional sub-tasks to gauge user responses when products are unavailable.
(2) Out of Stock
Testing Feedback
For out-of-stock situations, we included additional sub-tasks to gauge user responses when products are unavailable.
“I really like the bell. It's very intuitive. It is very obvious what it means. If I really like it, I would click on it and be notified.”
“it's less work—the fact that i have to go back in and select the actual fit (with dropdown), it's just clunky. But [with buttons] I see everything right away, and it's very clear to me what's available and what isn't.”
(3) Promotional Pricing Display
Testing Feedback
We selected three designs based on the most common promotional scenarios to present to participants. Overall, they only wanted to know the final price and have clear guidance on where to enter the promo code during the checkout process. The simpler, the better.
(3) Promotional Pricing Display
Testing Feedback
We selected three designs based on the most common promotional scenarios to present to participants. Overall, they only wanted to know the final price and have clear guidance on where to enter the promo code during the checkout process. The simpler, the better.
(3) Promotional Pricing Display
Testing Feedback
We selected three designs based on the most common promotional scenarios to present to participants. Overall, they only wanted to know the final price and have clear guidance on where to enter the promo code during the checkout process. The simpler, the better.
(3) Promotional Pricing Display
Testing Feedback
We selected three designs based on the most common promotional scenarios to present to participants. Overall, they only wanted to know the final price and have clear guidance on where to enter the promo code during the checkout process. The simpler, the better.
“I don't want to do the math. Just tell me How much I have to pay in the end.”
“I want to know where I can enter the promo code so I don't miss it.”
Reflection
Reflection
Reflection
Reflection
Post Launch
Navigating Marketing Challenges & Aligning UX with Strategic Shifts
With 50% less on marketing spend in 2023 due to the shift of business priorities, it had negative implications for the UNTUCKit online business. In addition, while utilizing various metrics tracking tools, we observed that the reports they generate lack alignment with each other. It became a challenge to compare the performance of the redesign one-to-one with the previous year For 2024, we continued to reserve marketing spent and made a pivotal change in business direction mandated a shift towards a more visually elevated and less overtly promotional approach, both strategically and aesthetically. This necessitated a comprehensive reassessment of the reflection feature's UX design, incorporating refined visual elements while ensuring seamless alignment with the evolved business objectives.
Post Launch
Navigating Marketing Challenges & Aligning UX with Strategic Shifts
With 50% less on marketing spend in 2023 due to the shift of business priorities, it had negative implications for the UNTUCKit online business. In addition, while utilizing various metrics tracking tools, we observed that the reports they generate lack alignment with each other. It became a challenge to compare the performance of the redesign one-to-one with the previous year For 2024, we continued to reserve marketing spent and made a pivotal change in business direction mandated a shift towards a more visually elevated and less overtly promotional approach, both strategically and aesthetically. This necessitated a comprehensive reassessment of the reflection feature's UX design, incorporating refined visual elements while ensuring seamless alignment with the evolved business objectives.
Post Launch
Navigating Marketing Challenges & Aligning UX with Strategic Shifts
With 50% less on marketing spend in 2023 due to the shift of business priorities, it had negative implications for the UNTUCKit online business. In addition, while utilizing various metrics tracking tools, we observed that the reports they generate lack alignment with each other. It became a challenge to compare the performance of the redesign one-to-one with the previous year For 2024, we continued to reserve marketing spent and made a pivotal change in business direction mandated a shift towards a more visually elevated and less overtly promotional approach, both strategically and aesthetically. This necessitated a comprehensive reassessment of the reflection feature's UX design, incorporating refined visual elements while ensuring seamless alignment with the evolved business objectives.
Post Launch
Navigating Marketing Challenges & Aligning UX with Strategic Shifts
With 50% less on marketing spend in 2023 due to the shift of business priorities, it had negative implications for the UNTUCKit online business. In addition, while utilizing various metrics tracking tools, we observed that the reports they generate lack alignment with each other. It became a challenge to compare the performance of the redesign one-to-one with the previous year For 2024, we continued to reserve marketing spent and made a pivotal change in business direction mandated a shift towards a more visually elevated and less overtly promotional approach, both strategically and aesthetically. This necessitated a comprehensive reassessment of the reflection feature's UX design, incorporating refined visual elements while ensuring seamless alignment with the evolved business objectives.