Project Type: Design Challenge
Role: UX Researcher, UX/UI Designer
Timeline: 3 Days
Artifacts: Research, Grayscale Wireframes, Suggested Solutions
Tools: Figma, Lucid Chart
Skills + Methods: Competitive Analysis, Website Analysis, Experimenting, UX + UI Design
Improve the current design of the Dolls Kill site, to increase conversion through product recommendations.
To kick things off I went to the Dolls Kill website to analyze the current state. I wanted to get a sense of the user's journey of searching for an item and adding it to the cart. Throughout my initial analysis, I sought opportunities where product recommendations could fit in to create an effortless path to conversion. To put myself in the shoes of a Dolls Skill Customer I followed this task flow:
Establishing an HMW question allowed me to create a framework to ideate potential solutions
How might we, implement product recommendations on the Dolls Kill website so that we can provide a non-overwhelming experience influencing users to become more likely to complete conversion?
By giving the user product recommendations and simplifying the task flow to conversion (ex: allowing the user to add an item to cart straight from the home page) we will NOT overwhelm the customer resulting in an INCREASE of conversion. Everything is interconnected. By creating a more seamless experience while promoting product recommendations, we would increase conversion and could potentially increase the average total a customer spends.
To dive deeper into the rabbit hole of product recommendations, I took the time to research all the possible ways one could incorporate them into their site.
Once I gained an understanding of all the possible ways product recommendations could be seen, I looked to potential Dolls Kill Competitors to see what product recommendation styles they utilized. I took note of the things that I found innovative and useful.
To translate my future recommendations for Dolls Kill, while keeping the time constraint of 3 days in mind, I built out some rough grayscale wireframes to provide a visual of my intentions. There are a lot of great opportunities to implement product recommendations to increase conversion. When I was drawing these up, I kept in mind my previous initial analysis and any inspiration I have gathered from what is currently being implemented currently in the market. The new areas I have added are highlighted in green.
With this design, you would still be able to keep the aesthetic of big editorial photos and lots of colors. The difference is that now the user can easily see what the top categories are right now all in one glance. The user can also scan popular looks within those categories and instantly add them to their cart right away. This can also inspire new looks. Dolls Skill does a lot of fun collaborations with other brands, this is something you want to take advantage of.
When a user searches for an item I find it to be a great opportunity to suggest products to them that would enhance their search. Allowing them to filter by best sellers and sale items only increases the chance of them adding more to their total cart. If they are searching for an item there is a high chance they are in need of a complimentary item. The section at the top of “also viewed” is helpful for this right off the bat.
The original product page had a lengthy scroll (4+ rows) to display products to “also check out”. I decided to limit recommendations to 3 rows and 3 specific categories of product recommendations. So that the user can scroll through them in a carousel fashion. This allows them to focus on one category at a time and not get overwhelmed. Simple tweaking in the category descriptions can draw users in as well.
Because the main focus here is to complete conversion I didn’t want to add too much but also not miss out on an opportunity to influence the user to add at least one more item. It can either be best-selling items, complementary items to what is already being purchased, or recently viewed items that the user showed interest in.
Now we know that we cannot fix things all at once we have to prioritize our tasks so that we can focus on one thing at a time. I organized each project into a priority matrix this way we can see can scale items based on the effort required to fix as well as the impact on design.
I prioritized the checkout page first because it had the least changes so it would be the least effort to tweak and to get that one out of the way. The homepage is second because although it may be the most work it definitely is the most impactful. Then the rest will follow.
All of these changes if implemented could be great but how would we know that our improvements are actually improving things? We would need to conduct studies and analyze metrics to really get a sense of how our implementation of product recommendations is impacting conversion rates. We can look at: