2017-2019 · Ecommerce · Mobile & Web

Five Four Group

Note* Because I am under an NDA most of my work is not available to showcase but I’m more than happy to share my process with you.

As the lead Product Designer I was responsible for the End to End product life cycle. Created the design system for the digital product department. Worked collaboratively with the CEO, COO, Head of Engineering and Marketing teams to build the style quiz, check out, PLP, and PDP experience.

Process

Research

  • Led Kickoff meetings to identify business opportunties

  • User Survey 4,000 of our past and current members. We wanted to know what their expectations are with us and their feelings with our service

  • User interviewed over 20 customers to dig deeper into what they like/dislike with our current service

  • We used this data to create 4 User Personas

Identifying the problem

  • The checkout flow had too many upsells that distracted users from completing payment

  • Our vital Style Quiz had a large drop off rate of 40%

  • Testimonials and reviews were seen as a positive but they appeared fake on our website

  • Product images were inconsistent in size and quality

  • There weren’t any customer reviews on product detail pages

  • Lacked the ability to give feedback to us on what customers would hope to get in their monthly packages.

Iterative Design

  • Created wireframes to solve pain points and tested them using Invision

  • Weekly syncs with XFN to stay aligned

  • I created a Design System working with the Art Director to ensure a cohesive brand aesthetic

  • Bring wireframes into high fidelity

  • Prototype and share out for stakeholder approvals and buy in

Implementation

  • Export designs into Zeplin to hand off to Engineering.

  • Regular feedback loops to ensure proper implementation

  • QA the engineering work

  • Iterate on new points of friction

Impact

  • Cleaning up the checkout increased transactions by 45%

  • Adding reviews for items increased user confidence

  • Redesigning the quiz increased completion and sign ups by 23%