Null Results Page - March 2021

Within my second week, I was tasked with a redesign for the "Null Results" page. The previous experience was if a customer misspelled a word in the search box, it would give them a page saying there was no results or just present a 404 Error page, for example, if they type in "soks," it would ask if they meant "socks" and the user would need to click another button to see a new "socks" results page. 

On our redesign page, the goal was to get more conversions and to limit the amount of clicks a user would have to go through to get to a desired page, we did not want the customers reach a dead-end and possible even just leave the site going elsewhere. I redesigned the page to offer more useful results with suggested similar search terms or if we didn't have a product, offer something similar as well as giving them different suggestions to improve their search. I also replaced the recommendation carousel from "Top Rated Products" to only show products related to their search.

With design as well, the colors were from our old brand book and we needed to update the page to be consistent with our new brand guidelines.

Category Redirect on PLP - April 2021

In my first month here I made it a goal to visit the customer service call center to hear what common calls were about and if there was anything I would be able to help solve. One issue was if a customer was to search "boots" in the search field, and wanted to filter by size what would appear seemed endless. (see gif, which is only sizing on women's boots)

After speaking to the clothing merchandiser, Adam, we made the decision to create a redirect to a page that showed different types of boot categories when the term "boots" would be searched, eg hunting, hiking, wading, etc., and then be categorized by men, women, and children (screenshots below). Even though this increased the clicks a user would go through and was a concern of some executives, we were able to show the data to back up the decision after a few months. 

In the span of six months, from when we started the redirect in March to August, we've increased conversion rates by 3%, and from August 2020 compared to August 2021, we've increased the conversion rate from 1.2% to 1.7% and increased revenue by 10,000% (eg $70 to $7,000)  

Fulfillment Option Tiles  - September 2021 - April 2022

In an effort to be more transparent with customers, we wanted to communicate all of the options available to them to purchase a product. Rather than just showing only two options of:

1. Ship to You 

2. Pick Up In Store/Ship to Store

We wanted customers to know that even if they couldn't order a product online to pick up in store, the store has limited stock available, in which they could go to the store and purchase it. E.g. If we have less than five of an item in stock at a store, the "buy online, pick up in store" option is disabled and customers would think that the store doesn't have it available. 

One reason this took long to get through was being needed to work on other things or more pressing fixes. Another was, needing to go through all the possible use cases of when and why a certain combination of tiles would show up. We eventually were able to work and find everyone who needs to be included on this and was able to come to finish this.

Multiple Purchasing Options - April - October 2022

We allowed customers to have different fulfillment options when checking out online e.g. pick up in store, ship to home, pick up in a different store location. This led to a few issues where customers didn't realize they were ordering to a different store location and would get upset. 

The solution was to inform them when they viewed their cart to alert them how many items they had for a certain purchase type. Like 6 items shipping to their home and 3 items to be picked up in Provo. We also gave them the option to expand and collapse the alert. 

Mobile Store Locator View for All Devices - 2022

A few issues we had with the store locator was it would show stores that had items in stock even if they were 200+ miles away. The popup that appeared would cut off and the mobile view had accesability issues. 

During testing, some initial feedback was that users preferred the mobile version because it was consistent to what they saw on their desktop as well as their mobile devices. Users also liked being able to still see the item and its details. There were a few store details that were culled from the original view, for example it would show a small map view as well as the store hours. 

Another issue was a user's interaction that would cause a problems with customers ordering to the wrong store. The case was if a user had their store set to a specific store, for example Provo, UT, if they were to go to an item and viewed what other locations had the product and they clicked "Add to Cart" for pick up in South Jordan, it would change their whole session and from then on wherever they added to their cart and it was for pickup in South Jordan. So an update was being able to add an item to pickup from a different location and it won't affect a user's set store. Another problem was if a user selected a different location and added it to your cart from the store locator, it would add to cart without informing the user of which store they are going to pick up at and many times customers would need to cancel orders and then the item they wanted may be out of stock.

Solution I designed was to A.) Decouple the store locators a user is shopping on for a specific item and their set store B.) Move store locator to a sliding drawer instead of a popup C.) Minimize and display the most important information that a customer needs to view D.) Be able to add to cart for that specific store, so putting an "Add to Cart" button on each store so users are able to view which store they're selecting

Sitewide Font Update 2021 - 2022

There were multiple fonts being used at the time I started. Oswald, Open Sans, Quatro Slab, Good Font Pro. I had proposed a site wide font change for consistency sake and to look more up to date. So the change was to use Quatro Slab for headers and Inter for all other text.