E-Commerce

Artful Home

How might we simplify our labeling taxonomy to improve product discovery and modernize our digital transaction experience?
Role
Graphic Designer
Timeframe

2016-2017

Platform
Web & Mobile
Tools

Sketch, UserTesting.com

The Challenge

Background

While merchandisers curate collections in digital and print marketing campaigns, product results can be overwhelming and a missed opportunity for customers of varying segments. Launched as The Guild in 1985, Artful Home has been successfully connecting artists and art lovers for over 30 years. In 1999, it was transformed into a website and catalog offering fine works of art for the home. Since then majority of web design change requests have been primarily focused on rotating content, while supporting customer calls and capturing web complaints with our artwork specialists.
In an effort to increase our retail sales and expand our customer segments, our marketing director and technology team partnered with our creative group to enhance our user experience.

UX Goals

UX Constraints

UX Approach

Background

2 Weeks

Discovery

Coordinated with marketing to understand web traffic analytics and define drop off points on current user experience.

Discovered less than 1% click-rate on search filter facets for product discovery. Conducted unmoderated user testing for Apparel and Decor segments to expand on user insights.

2 Weeks

2 Weeks

Analysis

Created User Personas for a Decor and Apparel segment to influence design goals.

2 Weeks

2 Weeks

Ideation

Enhanced existing design by upgrading Bootstrap and standardizing web components, making images larger, refining search facets, navigation, content management templates and emails.

2 Weeks

2 Weeks

Prototyping

Developed High Fidelity Wireframes to handoff to development team of 4 with specification notes.

2 Weeks

3 Weeks

Implementation

Monthly release with latest product collections for operations and gradual UX enhancements.

3 Weeks
Discovery

Generative Research

We conducted unmoderated user interviews with 10 participants: 5 participants each for our apparel and decor segments. Prior to our interviews, we collected information on other brands they shop at while abiding our screening criteria of being women older than 35 years, live in a house hold income greater than $150K, has experience ordering online and has an interest in artist made products.
By leveraging an moderated interview we focused on discovering customer insights regarding product discovery, descriptions, images, reviews, themes of shipping and basket checkout with usertesting.com.
Task Scenarios
Analysis

User Personas

http://AH_Persona_1A
http://AH_Persona_1B

Apparel Insights

Decor Insights

Analysis

User Flow

http://AH_Userflows
Ideation

Key Features

Ideation

High Fidelity Wireframes

Winter Home Page

Refreshed Bi-Weekly

Product Results

Enhanced Search Facets

More Ways To Wear It

Email Campaign Landing Page

Apparel Landing Page

Updated with latest curated collections

My Basket

Artwork Transaction Overview

Shipping Information

Delivery Range, Special Instructions & Gift Message

Billing Information

Forms of accepted payment

Order Confirmation

Order detail accompanied by start of transaction emails
Results

Closing Remarks

A Project Manager position was created to manage scope of projects and ticketing system with Tech Team for waterfall implementation. In an effort to improve way finding with product discovery, taxonomy in navigation and product results facets were enhanced based on click data.
My Basket Checkout was redesigned with an accompanying triggered email campaign with shipping updates. Content Management System (CMS) enhancements were also made for the maintenance of landing pages by apparel and decor merchandisers to manage content with marketing Search Engine Optimization (SEO) value.

Lessons Learned

Next Steps