Jewelry Buying Flow
Analytics were showing that 50% of the users were bouncing around while browsing class rings. We didn’t know why? Was it the images? Was the mobile experience causing issues?
A user study was created to understand the consumers’ behavior and expectations when they are shopping and browsing for a class ring.
With the insights gleaned from the study several updates were made to the visuals and the flow.
Project Team
My Role
UX/UI Design
User Research
Team
UX/UI Design
Photography
Photo retouching
Dev Team
Project Plan
Project Documentation
Duration
Sept. 2020 - Nov. 2020
Business Requirements
Keep the page loading as fast as possible
Do not add additional clicks on the user's path to purchase
Process
User Testing
1 moderated and 10 unmoderated sessions using userbrain.com
What we heard
Users expected more information about the ring and more images
Users were overwhelmed y the 142 different ring options.
Helpful to see other users wearing the ring, how it fits
Users wanted to understand the quality and durability of the rings. Stating prices were high
Participants don’t want to wait till the middle of the flow to see pricing
Prototyping
Several approaches were created to highlight the product views and highlight additional images in the buying flow. Mobile flow sends users to a PDP with additional views that allow the mobile user to get a similar experience as the “quick view” on desktop.
Development
Created and provided the dev team with desktop and mobile prototypes. Collaborated with the dev team to create stories and launch eh project in a short timeframe.