Overview
With over 40% of their traffic coming from mobile devices and the buying cycle regularly starting on one device and finishing on another, we recognized the need to provide a mobile centric commerce solution.
Challenge
The mobile commerce app was looking dated and underperforming. Through 2016 and 2017, I worked on several projects that focussed on improving the user interface and experience across multiple key areas, including: sign-up, home, search, category and collection pages, product list and detail pages, cart and checkout flows, and product reviews.
Opportunity
Provide a more intuitive home screen and taxonomy for easier cross category navigation while elevating the product pages to be a best-in-class experience and driving awareness to currently running Marketing promotions from .COM.
Results
Cross category navigation became dramatically simpler with a dedicated home screen and universal navigation. In some cases the number of taps were reduced by three to five, and contextually aware taxonomy to come in v3, promised to reduce navigation friction even further.
Increased relevancy of material on the home screen and promotional collections, improved search, product detail pages and checkout provided a more seamless experience as users started and finished their buying cycle via mobile, which led to:
+212% improvement to overall user experience
+228.5% improvement in speed to checkout
+237.5% improvement to ease of use
+38% increase in sales volume
+11% increase in conversion
My role
User interface
User experience
Prototyping
User testing
Solution
A streamlined and intuitive interface and a search experience that empowers users to find the products that matter most, quickly and easily.
B Fueled - Login
B Fueled - Search
B Fueled - Anonymous Checkout
B Fueled - Product Detail Page
B Fueled - Order History & Tracking