Identifying Key Goals and Challenges

‍

We initiated the project with a series of team workshops to identify our goals and challenges. I synthesized these insights into a cohesive set of key terms to clearly articulate our objectives and the issues we faced. The most prominent terms that emerged were 'easy to browse,' 'most valuable/relevant information,' 'easily, enjoyably, quickly,' 'optimize the filtering options,' 'primary info,' and 'make fragrance/form stand out on PLP tiles.' This synthesis helped us focus our design efforts effectively.

‍

‍

What are the key problems impacting the Product Listing Page?

‍

Through extensive research activities—including competitive analysis and a current design audit—we identified three primary issues: 1) Product tiles display excessive information; 2) Users experience confusion when applying filters and verifying their successful application; 3) Badges on the platform are unclear and contribute to user confusion.

Unlocking Creativity

‍

Now is the time to explore and generate as many concepts as possible, prioritizing quantity to foster quality eventually. I explored various solutions for the three main issues identified. During this phase, I focused on identifying strong features that fit within these categories, thoroughly enjoying the process of unlocking my creativity to find the right solutions.

Design Concepts and Selling the Design Solution

‍

Initially, I developed five concepts. From that point, I initiated an internal feedback and iteration process to refine the experience. Ultimately, three design concepts were selected for presentation at external stakeholder meetings. Following this, another stage of feedback and iteration occurred, this time involving external teams and stakeholders. Another crucial aspect of the design process is the ability to present and communicate effectively. Mastering presentation and communication skills is essential for all great designers, especially in conveying complex designs to stakeholders without a design background. I have utilized storytelling techniques to achieve this, and my marketing background has significantly enhanced my ability to 'sell' my design solutions.

Selected Design

‍

We defined three main problems that we aim to address in this project:
‍
1. Excessive Information: We are tidying up any unnecessary and duplicate information on the product tiles. The main goal is to provide sufficient information to enable consumers to either add items to their bag if desired or spark enough interest to visit the product detail page for further learning.
2. Filter Visibility & Functionality: We introduced a horizontal filter functionality above the main vertical filter section. This horizontal filter displays popular or 'hot' filters to increase visibility. The overall layout of the vertical filter has been reorganized based on data insights, its popularity, and usability.
3. Icons & Badges: We have introduced fragrance type icons to enhance clarity, visibility, and the user experience during filter interactions. Additionally, we streamlined the colors for all badges to simplify the palette for any additional information.

Ongoing Collaboration and Specifications

‍

During the handoff phase, I addressed additional requests and provided the necessary detailed specifications for the project. Continuous communication with the development team is crucial to supply further designs and ensure the successful launch of the project.

Scaling the ELF Experience: From Initial Launch to Full Implementation

‍

Prior to the official launch of the ELF PLP/PDP experience, extensive discussions with key stakeholders were conducted, alongside comprehensive User Acceptance Testing (UAT) in a testing environment to ensure that all designs and developments aligned with our planned objectives. We initiated the ELF experience for the Yankee Candle PLP/PDP using an incremental test configuration of 50% ELF and 50% Control (current) experience. We meticulously monitored key performance indicators (KPIs) on a weekly basis. By the third week post-launch, positive trends in our KPIs prompted us to transition the test to a 100% ELF experience.

Performance Metrics for New Design

‍

After implementing and launching the new product listing page, we tracked its performance over the course of three months to ensure it validated our business goals. Since March 31st, the new design, PWA, has outperformed SFRA (the control, our current site design) across multiple key metrics. The bounce rate for PWA is 25.7%, compared to SFRA's 31.9%. The add-to-cart rate for PWA is 27.5%, in comparison to SFRA's 23.5%. The checkout start rate is 31.3% for PWA and 34.4% for SFRA. Additionally, the conversion rate for PWA surpasses SFRA by 0.59%, and the reviews per session have increased by 10.8%. These metrics demonstrate the effectiveness of the new design in successfully achieving our business objectives.