COMPETITIVE ANALYSIS
I started the ideation for this project by doing a competitive analysis of the brands we felt were our main competitors.
SHARING MESSY WORK
I quickly sketched out a few ideas and reviewed with other designers.
ITERATE
Then I came up with a few viable options that would work with the architecture of our site and meet our business goals. This step went through the usual design / test / review / iterate cycles.
TEST
I created a click-through prototype using Invision.
REFINE
Taking the version that tested the best, I refined the details. Reviewing with the team and testing it with customers at every step.
BUILD AND RELEASE
A release plan detailing what will be live and when, was developed with PM, UX and the Dev team and communicated to all stakeholders. This was necessary for several reasons:
First, updates made to the purchase flow almost always result in a short-term dip in conversion numbers, and we need to give our business analyst team a granular breakdown of changes to the site.
Second, there was both a update in the layout of the page as well as major new functionality and it was important to isolate the effects of each.
Finally, we used it to build in time to make changes once we saw how users behaved on the live site.
ANALYTICS
Once a week, the team got together to look at the numbers and adjusted the design as release plan progressed.
FINAL VERSION
Once it was live on site, we watched the funnel analytics, conversion rate and average order size initially dip, as we expected. Slowly we saw an increase in attach rate on matching items tick up. It took a few weeks for customers to fully customize add-on products, but ultimately we met our goal of increasing attach rate and average order size.