Driving Results: Increasing Engagement & Revenue
Objective: Help customers more easily shop the outerwear assortment, supporting seasonal marketing and merchandising strategy and increasing online outwear sales.
Role: I led the the UX and Product team in understanding the needs of stakeholders and uncovering the needs of customers, building upon past learnings, and concepting to create an improved browsing experience, aligning key partners along the way.
Outcome: Increased women’s outerwear revenue by 200% (compared to overall category traffic) through increased filter usefulness and usability (with 7% of customers using filters vs. 1.6% prior year).
Final Designs
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Through qualitative research we discovered that “warmth” was the most important attribute customers looked for when determining which jacket to purchase, so we made this filter option the landing page.
This finding was supported by an A/B split test when the experience was live on the site. -
Research determined color was the second most important feature when shopping for outerwear.
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The third filter was reserved for the marketing & merchandising area of focus (style here, previous year showed technical features).
My Role on the Project
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Idea Exploration
Reviewed existing data with stakeholders (previous year site interactions, assortment strategy) to brainstorm potential solutions.
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Concept Refinement
Developed multiple design options with quick iterations in Sketch.
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User Research
Directed the researcher in the development of the research approach and provided support in synthesizing & sharing out findings.
