Working closely with the Head of Design and VP of Product, I leveraged my extensive knowledge of the online shopping landscape to craft an e-commerce platform tailored to an emerging luxury interior design brand and the specific requirements of its potential clientele. In addition to focusing on product landing and product description pages, I led design and implementation on initial lead capture placements and collection pages.
ERNESTA TEAM
Sara Bojö
Eissa Bonamo
Celia Marais Mclaen
Jason Powers
Marissa Vivori
Project:Web
Filter functionality on product landing pages
I was tasked to design a more user-friendly product landing page with diverse easy-to-use filter options, editorial photography, and a bespoke sizing tool to provide an estimate cost of rugs for shoppers. Based on our own data, competitive research, and user testing, I designed and produced UX and UI changes that increased the utility of the filters and led to quantitative success. Working closely with our product team, I set up analytics to measure percentage of sessions engaging with filters, average time on page, and click-through rates.
Before:
The existing product landing page lacked clear visual guidance and intuitive filtering options, making it difficult for customers to explore the diverse rug collection and find the perfect fit for their space.
I designed a filtering system that prioritized clear iconography, photography, and descriptive text to assist users with varying needs. With consideration for scalability, I established UI elements that would accommodate potential future product expansion.
The redesigned landing page empowered users to navigate a vast inventory with confidence. This user-centric approach enhanced product discoverability and simplified the decision-making process. I focused on two major efforts for this page:
- Editorial Photography
Collaborated with marketing and art departments to curate high-quality editorial photography. This showcased rugs in various interior design styles and room settings, offering users inspiration and a better understanding of how the product would look in their homes.
- Robust Filtering for Mobile and Desktop
We implemented a comprehensive filtering system, ensuring crucial information was readily available and usable on both small and large screens. I designed this feature for optimal visibility and effortless toggling, ensuring seamless interaction on any device. The system incorporates the following user-friendly filters and a new UI for this product feature:
Color: This filter allows users to quickly narrow down their search based on their decorating scheme or personal preferences.
Material: Integrating photographic representations provides a clear visual cue, allowing users to perceive the unique texture and feel of each rug.
Pile Height: Clear explanations within the filter option help users select the desired level of comfort and durability for their specific needs.
Room Type: Intuitive icons act as visual cues, assisting users in quickly identifying rugs suitable for different rooms within their homes.
Wishlist on product description page
Customized products often involve a longer customer decision journey with multiple touchpoints. Price comparison and repeated product page visits are common behaviors, creating potential gaps in user engagement.
We integrated a wishlist feature directly onto Ernesta's product description pages. This provided several key benefits:
- Frictionless Product Interest: Customers can now effortlessly save items of interest while they continue browsing, price comparing, or seeking further inspiration.
- Lead Capture & Retargeting: The wishlist feature functions as a valuable lead capture mechanism. Users can be prompted to enter their email to save their wishlist, enabling future communication and potential retargeting campaigns.
- Enhanced User Experience: The wishlist feature reduces shopping friction by allowing seamless product recall, facilitating the user's eventual purchase decision.
Outcome:
Ernesta's wishlist feature directly addressed user pain points within the customized product purchasing process. This strategically designed function improved user experience while simultaneously creating avenues for increased engagement, lead capture, and ultimately, higher conversion rates.