eCommerce Site Redesign & UX Studies
Moving to a Shopify platform, the SSB UX team was challenged with redesigning all 3 Serta Simmons Bedding e-commerce websites, starting with Tuft and Needle. At the same time, Serta and Beautyrest wanted to expand into the direct-to-consumer market and needed to update the web design to fit within Shopify platform.
My Role:
Senior UX Designer
Stakeholder Researcher
Timeline:
Jan 2022 - Jun 2022
Benchmarking and Research
UX Benchmarking:
Our lead UX researcher and UX intern conducted benchmarking to establish business goals, evaluate the current customer journey and define content strategy. From there, we leveraged Participatory Design to develop solutions, validate and prioritize.
Navigation Tree Test
Collaborating with another UX designer, I contributed to redesigning and reimagining the navigation system. Tuft and Needle, which initially had only one product on the site, has rapidly expanded its product range to include hundreds within just a few years, with projections to exceed 100 sales in the upcoming years.
Using Optimal Workshop, our UX researcher helped to test the existing site structure and identify patterns in how users group products together.
Demographics:
- between the ages of 40 - 60
-shopped for HomeGoods in the last year
-familiar with technology
-even split with desktop and mobile
Quantitative Research Study
To inform the Product Description Page, we performed an earth-shattering AB test that has proven to increase revenue.
AB Test:
Left shows the “A” variant of our PDP page with no value props mentioned. Right shows the “B” variant where we display return, warranty, and free shipping.
We saw an increase of $4k in revenue per day!
Product Description Page Redesign
After Benchmarking we found a single page could get $10.4 million in revenue by incorporating AB testing updates and applying UX study findings to the updated product description page.
Goals
Increase conversion rate of our premium mattresses (currently 1.21%) to match that of our basic mattress (1.47%) through repeat purchase or new user acquisition.
Increase usability score of our PDP by 5%.
My responsibility was to shape the user experience with a focus on consumers making choices among product options. The process involved integrating extensive research on best practices, including studies with the Baymard Institute, conducting CRO tests, and gathering feedback from our internal customer service team.
Upon solution validation, breaking down designs into testable solutions using a revenue algorithm to prioritize impactful features. Anticipating a $10.4M annualized revenue increase from the PDP redesign.
Final redesign of Product Description Page
Customer Account Page Redesign
Throughout the redesign process, a key focus of mine was to enhance the Account Management pages, ensuring a seamless and user-friendly experience for customers to effortlessly track their purchase history. The goal was to create an intuitive interface that empowers users to navigate and manage their account information with ease, fostering a positive and efficient interaction with our platform.
This was fit into the Shopify checkout formatting.
Final redesign of Serta eCommerce Page
We maintained a healthy relationship with Serta’s main stakeholders to incorporate the 125-year-old’s companies standards and accomplishments into the redesign. Managing user tests that was unique to their brand.
Serta is now selling mattresses online.
Prior to this update, Serta's American website lacked direct-to-consumer mattress offerings, limiting customers' access to crucial research and online purchasing options. This update marks a pivotal moment, as Serta now provides a seamless platform for customers to explore, research, and purchase mattresses directly, enhancing the brand's presence in the online market and offering a more convenient shopping experience.
Beautyrest also acquired a homepage face-lift.
Within this same effort, Beautyrest also underwent a significant transformation with a comprehensive website redesign and update. This overhaul marked a substantial improvement, breathing new life into the company's online presence and providing customers with a fresh, modern look and enhanced user experience.
