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

 

Problem

Business Needs:

  • Make fast fixes to boost jewelry conversion rates.

UX Issues:

  • Users were clicking into the builder and bouncing back and forth between rings

  • Not all users were expecting to click on a ring and be dropped immediately into a builder

  • Users expected to see more product images and multiple views and see the jewelry on people

  • Users expected to pick their ring size and add the ring to the cart and were a bit overwhelmed by choice.

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.

See Prototype

 

Solution

  • Give consumers all the necessary/preliminary info before dropping them into the designer

  • Making their next click more intentional (reducing bounces and increasing conversion rate.

  • Increased user’s time spent exploring rings on product browse and decreased bounces into the designer

  • Increased average order value by 2.48%