Problem: E-commerce sales are lower than retail sales. The site is not mobile responsive.
Solution: Redesign information architecture and user experience with industry best practices.
Tools: Sketch, Invision, Whiteboard, Paper, Post-its
Platform: Desktop & mobile responsive
Role: Product Manager, UX Designer, Usability Tester, User Researcher
Through research and analysis, I created a persona profile for an expectant mother. For further exploration, I created a mood board to better understand baby products and packaging.
I ran a comparative & competitive analysis to study the messaging and information architecture of other brands.
Education about childcare is critical for our persona. This user flow considers a user's education prior to purchase. Education can include product reviews, blogs, social proof and social media.
After persona research and stakeholder meetings, I consolidated content to increase relevance and quality. I proposed three new pages for the new site architecture and updates to the header.
I sketched mobile wireframes first.
I carried out the design in desktop and went digital.
I introduced a long scroll to educate users about Baby Bullet. My biggest design change was moving the footer into the hamburger menu and having a sticky order button.
We wanted to share recipes for each Stage of Food in a baby's development. This was tricky to do on mobile. I decided to use an accordion collapse/expand element.
For mobile, alternate stacking of features was the ideal way to represent content.
It was a challenge to design the Product Detail Page. Each design iteration was validated through usability testing for these goals:
1. Present each bundle's value and features
2. Reduce the number of clicks to checkout
Through user feedback, I found that customers were looking for accessories. Although this is available in the global navigation, I learned that the link was not visible. This caused users with purchase intent to exit.
We progressed through wireframe sketches to high fidelity design to make “Accessories” more visible.