Enhance Graduation Buying Experience

Due to COVID graduation selling season was going primarily online. The goal of this project was to create an exciting experience and decrease the delta between in-school and online average order value.

This was a collaboration with the marketing and sales team to create new engaging lifestyle photography. Update and streamline the packages and highlight the offers and value of packages.

This experience was launched this fall and. has driven higher graduation package sales and conversion.

 

Project Team

 

My Role

UX/UI Design
User Research
Content Strategy

Team

Content Strategy
Photography
Dev Team

Duration

Aug. 2020 - Dec. 2020

 

Problem

Business:

  • The online selling season is primarily online in 2020 due to covid.

  • Enhance the online experience to feel more exciting and engaging.

UX Issues:

  • Dynamic data across 30,000 schools makes this a challenge to design this shopping experience

  • Images in package experience are not customized to the school

  • The package grid makes it hard for users to compare packages

  • Value in packages is hard to assess

  • Print designers got involved in designing the new experience and created a circular flow online, consumers could not find an individual cap and gown online.

  • UX quick fixes were put in place after some feedback but additional User research was needed before launching the next version of the experience

Business Requirements

  • Create a visually enhanced packages shopping experience that allows users to shop for individual items

  • Better experience that drives increased average order value

  • Guide users to buy the right package

  • Build confidence in selling graduation packages online

Process

 

User Testing

Moderated user testing with 15 participants on desktop and mobile using usertesting.com

SOME FINDINGS

  • Participants expected to click and shop on the visual images section. Removed this section and its distraction from the buying flow.

  • Participants wanted to compare packages easier.

  • Remove unnecessary marketing copy (not read)

  • Bring payment options to the top

  • Change all “buy now” buttons to customize

  • Updated copy for items in the package to explain “why you need this”

  • Allow users to select the quantity they want in each items of the package - quantities from announcement and additional stationery did not match.

Wireframing + Prototyping

Created several rounds of prototypes and launched an “a” version of the site that had user issues. Created a “b” version for user testing and eventually launched that experience as the winner.

BEFORE (original)

desktop original experience

AFTER (“B” VERSION)

Recommended version b design of the desktop package used for testing.

Development

Collaborated with the dev team to develop Jira stories and joined dev standups to ensure clarity in the path to launch.

 

Solution

  • Focus on making package selection easier to compare and assess the value

  • Launch new version “B” that is clean and will do a better job of selling and comparing package items

  • Remove extra “sales language” highlight what’s included in the package name

  • Remove images in the middle of the page that was a distraction from the comparing packages

  • Created a custom solution for mobile that allowed the users to quickly swipe and compare better than the original version with a side by side view