LoveCrafts

After redesigning the core part of the product page (Add To Basket/Download Flow), it was time to focus on its additional features.

One of them was the Kit Builder/Material Grid.

Redesign an existing cross-selling tool to make it more consistent and scalable (multi-craft), in order to attract and retain new customers (beginners)

Before jumping into the redesign, it was important to evaluate the current user experience and detect possible weaknesses and opportunities.

I arranged and conducted explorative user testing on the existing interface and partnered with the PM in carrying out a multi-craft behavioural survey.

Key learnings were:

• The material grid lacked flexibility and swiftness

• The kit builder missed on providing a clear overview + didn't work well with a long list

• Embroidery & Cross-Stitch makers were the ones who might have benefited the most

• Expert users required a complexity not achievable within the current deadline and technology

Exploring possible solutions always requires a dose of inspiration.

I worked side-by-side with major stakeholders to define and analyse competitors' experiences, in order to position our solution and establish viable options.

Before going much into details, I have decided to use a stripped approach, that focused purely on the content and functionality.

Priority guides are a nice mobile-first approach to manage stakeholders' expectations and define feasibility with the developers.

From the ongoing conversations and based on research, it was clear that some features had priority over others.

We then decided to scrap:

• Change colour (valuable for experts but not for beginners)

• Change quantity (technically complex and achievable through cart)

• Include/Exclude items (requiring big effort from a product data perspective)

The final stage of the first cycle was to test our agreed solution with our customers.

We had a couple of rounds of Usability Testing:

1. Knitting & Crochet, Embroidery & Cross-Stitch users focused on product page experience

2. Embroidery & Cross-Stitch users, on tweaked design and with attention to cart and delivery experience

This entire process allowed us to cut the superfluous and focus our efforts on delivering an MVP that was functional and respected the basic user needs.

The project is currently under development.

One of my first assignments was to rethink the cart page.

A very important task, because here is where the customers make the most critical decisions in their e-commerce journey.

Redesign the cart page to increase customers' confidence during shopping decision 

I have always tried to take an analytical approach to my research.

Before reaching out to our users and the external world, I tried to learn if anything has already been done either internally or by other companies.

I have explored archives, chatted with the customer service team, analysed reports and made some level of benchmarking.

Some parts of the cart experience required a little bit of in-depth analysis.

Collaborating with the PM on setting the goals, I focused on some of the features we considered to be more impacting.

One of them is the way the cart handles out-of-stock products.

Having LoveCrafts a fast-paced stock turnover, it is not unlikely to experience shortages in some of the items added to the basket.

This could cause some annoyance in the users looking forward to starting their project and have an impact on brand loyalty.

Together with the PM and Devs, we agreed on a solution that could provide a transparent experience without failing to meet business and technical requirements.

With the right amount of confidence, I moved into the design process.

Having an established Design Library helped me move fast throughout the different iterations and rapidly present the design in front of our stakeholders and, above all, before our users.

After the launch of the page, we kept on tracking the experience.

Tools like FullStory are helpful as they provide a visual level missing in the analytics instruments.

Having the possibility to rapidly A/B test has also been crucial.

The new cart experience topped the old one by 15% in basket viewed to checkout completion.

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