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
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)
AFTER (“B” VERSION)
Development
Collaborated with the dev team to develop Jira stories and joined dev standups to ensure clarity in the path to launch.