A website that sells video games, books, and software. Their core offerings are individual items, bundled items, and a video game subscription. A portion of sales go to charity.
Low conversion/revenue.
Increased conversion, increased GMV per session, increased average user spend, and increased company revenue per session. Decreased time to purchase.
I conducted research with new users to understand common pain points.
Page Layout
One very long page requiring a lot of scrolling; relevant information is not near each other.
Tiers
Payment
Donation Customization
Project Goals
(How Might We) Increase Engagement
Collaboration
Building Alignment
Brainstorming & Wireframes
Developing wireframes happened in three main steps.
With leadership and stakeholder approval, I moved forward with prototyping.
User Testing
I tested various prototype iterations in user testing.
In the example here, I tested mobile variations of location and display of items on the page.
Reduce Cognitive Load: Separate selecting products and checking out, following common e-comm patterns.
Reduce Tier Confusion: All items shown collectively in each tier.
Reduce Purchase Friction: All tier prices are easily selectable.
Automatically Adjust
As tiers are selected, price adapts and vice versa.
4 Decisions to 1
Users can now checkout the most commonly selected tier with a single click.
Simplify Selection: "Extra to Charity" is a simple radio button.
Use Common Patterns: Checkout design makes it easy to understand how to pay and review.
Additional Improvements
Adding item links, creating responsive mobile design, and using common patterns.
Additional Interactions
It's easy to view details between items
User Journey Overview
Relieving the main pain points on the user journey led to positive experiences.
Edge Cases
Many other use cases and additional functionality needed to be supported.
Overview
These improvements led to:
Accomplishments
Outcomes
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