Before our web redesign, menswear shoppers faced difficulties finding relevant content on our homepage. The existing content and top navigation were primarily focused on women's categories, leaving little room for men's products and preferences.
Additionally, our website was not responsive, which meant that users had inconsistent experiences on mobile and desktop devices. As a result, the Marketing, Content, and Creative teams had to manage two separate websites, leading to further customer frustration and disjointed experiences.
I created a personalized homepage experience that would meet the needs of both womenswear and menswear shoppers. With a mobile-first approach and a responsive design, the page is optimized for users accessing it on a variety of devices.
One of the key features of this design is the introduction of separate women's and men's homepage and top navigation, which makes it easier for womenswear and menswear shoppers to find what they are looking for.
Additionally, the inclusion of nine new modular components gives the marketing and content teams the flexibility they need to customize the homepage in a way that meets the specific needs of their audience.
The new design has resulted in a significant improvement in user engagement and revenue. Specifically, the homepage clicks have increased by an impressive 24%, while homepage visits have gone up by 16%. The top navigation visits have also seen an upward trend, with a 10% increase. Additionally, the Menswear category has seen exceptional growth with a 16% increase in total revenue compared to the previous year, and a remarkable quadrupling of menswear page visits. Overall, these results are a testament to the effectiveness of the new design.
Prior to the redesign, the search bar only activated a dropdown that provided suggestions after the customer began typing.
The new redesign used a full screen overlay to provide relevant suggestions based on popular searches and the customer's browsing history before they even begin typing. Once a character is entered, smart predictive suggestions appear and are thoughtfully grouped by designers and categories, making it easier for customers to find exactly what they're looking for.
Since implementing the new search redesign, the number of search bar clicks has increased by an impressive 43%. This is a testament to the effectiveness of the new design and the positive impact it has had on our customers' ability to find what they need on the website.
Prior to the redesign, the Product Detail Page had an outdated look and feel that did not align with the modern design standards of our industry. The page layout lacked visual hierarchy, making it difficult for users to find the information they were looking for.
Additionally, the page was cluttered with irrelevant or outdated product recommendations, which did not encourage users to explore other products or complete their purchase.
In order to enhance the overall user experience, I incorporated a more refined and elegant UI design for the Product Detail Page. This involved creating a clean and organized layout that allowed users to quickly and easily find the information they were looking for, and begin the purchase process.
In addition, I established clear guidelines and created various templates for essential features, such as Badging, Pick Up In Store, Same Day Delivery, Call to Order, Complete the Look, Gifts with Purchase, Loyalty, Pre Order, Product Recommendations, Reviews, Videos, Waitlist, and Wishlist.
We saw a significant 17% increase in the number of product recommendations on this page. This helped to drive additional sales and encourage users to explore other products in our catalog.