Frontgate's homepage did not support a dynamic, responsive, social, and content driven experience, so we set out to present an editorially rich and visually engaging environment in which to best showcase our product promotion and content offerings.
We created a story-driven homepage that romances the Frontgate lifestyle and sells our products in a personalized, dynamic way.
The new homepage features a longer format to tell a seasonal story and provide more opportunities for product and content features. The homepage also works closely with our A/B testing vendor, Monetate, to serve personalized modules to customers based on past personal and segmentation behaviors.
Upon roll out of the new homepage, both click through rate and average order value increased over the previous homepage design.
Frontgate and Grandin Road implemented Quick View in the Fall of 2014 to allow customers to quickly access product information and add an item to cart. This helps to avoid "pogo-sticking," or jumping in and out of product detail pages to compare items.
In addition to triggering Quick View from the product grid, users can also see the quick product information from product recommendation modules across the site.
frontgate.com | grandinroad.com
A CPG retailer seeking to launch a new product line took a content-focused approach to rolling out their new brand. The digital vision incorporates an interactive quiz, educational content and a community of supporters.
Working with a minimum viable product as the starting point, I conducted user research to understand what users were looking for and how the existing content was resonating with their needs. This was translated into user journeys and an updated wireframe prototype and set against a sprint development cycle.
For the full prototype, visit: https://q1u55w.axshare.com/ (password protected)
After a complex redesign of the Cornerstone Brands cart and checkout desktop experience, product managers shifted attention to the mobile checkout experience. Currently still on the default mobile platform’s flow, there was a need to design a custom flow with the customers of Cornerstone’s five unique brands in mind.
Having done initial work on the desktop project, I was consulted to assist with the design and prototyping of the mobile cart and checkout process in conjunction with requirements development. Working collaboratively with the product manager, I developed a highly detailed interactive wireframe prototype of the full checkout process and all potential states and flows within it.
To review the full prototype visit: https://ie72vi.axshare.com/ (password protected)
Frontgate had a need to build a content hub to house their growing content collection, thus Home + Style was born. This content hub is a fully responsive experience, allowing customers to access articles, videos, recipes, and more from any device without a diluted experience.
The experience includes not only the actual "hub" but a series of content templates for a variety of content types, including (but not limited to) articles, videos, image galleries, polls, quizzes, and recipes. These templates also include modules for featured products, related content, and areas for review and pull quote highlights.
The entire hub is built within a Wordpress instance, allowing the digital team at Frontgate to create articles quickly and efficiently across the team.
A recipe website featuring meals made in 30 minutes or less was in need of an update to its existing registration process, which included several paths to the same end - registration. Not only was the site requesting information that was not necessary for site or business objectives, but the multiple paths for registration left users confused about whether they were a "lite" or a "full" registrant.
By revamping the registration process, the site was able to cut down the multiple registration options to feature a newsletter sign up which only required an email address and zip code, while the site registration requested a password in addition to those basic fields. Additional personalization information was saved for engaged users who interacted with their profile or took certain actions on the site to trigger personalization questions.
These optimization recommendations were validated in a usability with 10 users, and after launch the site saw a 325% increase in site registrations.
The Pilon brand needed a refreshed web presence for its small line of coffee products from Cuban roots. The initial manifesto that greets the user tells the story of what good coffee tastes like - which goes much deeper than the taste buds can say.
Though the product line is small, it is not available nation-wide, so the ability to find where to buy, both in store and online, was a crucial aspect of the responsively designed site. Users are able to find stores where they can buy the brand as well as what restaurants are serving it, for a taste of "good coffee" on the go.
P&G's trial program for products just outside of the "New" category, Have You Tried This Yet?, was looking for a way to feature an ever-changing list of products with coupons and samples available. The redesigned website featured a product navigation that allowed users to learn about each product and see their options for reading reviews, watching video reviews, requesting a sample, or requesting a coupon.
The program also included a mobile redesign, contest to become a member of the "Trend Trio," and a feature section for celebrity mom, Vanessa Lachey.
Eagle Brand Condensed Milk was looking for a mobile website to supplement their digital ecosystem. By pulling the most relevant content for a mobile user into a small-screen environment, a simple recipe-focused interface was created to assist users as they were in-store or in the kitchen. Users also have the ability to sign in to store their favorite recipes in a recipe box that they can quickly return to on both desktop and mobile.
Additional content, such as tips and product details, was also featured for the user who might be exploring the site for the first time.
After undergoing 2 rounds of packaging and formula changes in a short period of time, Pantene recognized that their loyal consumers may be confused by which product was right for them. A conversion tool was built around the insight that consistent product purchases for this brand were driven by bottle visuals as opposed to product name. Users have the ability to narrow down to their old product by selecting product type, collection, and hair type - all while being guided or reassured of their selection by a visual representation of their bottle at every step.
Once a product is selected, the user receives a results page informing them if their product has changed or stayed the same. For changing products, a quick messaging of why the change is occurring can help the user feel confident that their product is still the one they love.
With the request of a templated site redesign, the opportunity for user-centered improvements can be limited. After reviewing the "template" approved wireframes, certain areas of the site required more of an overhaul and rationale to push the template more than others. By maintaining essential template elements and purposefully breaking others, these recommendations were made and ultimately accepted by all parties.
This usability study for ShopWorldKitchen.com focused on four key areas of the site to inform improvements and recommendations for a future redesign of the site. Key areas included the homepage, navigation, product browsing and checkout.
Upon discovering some user confusion at the product detail page level and throughout the checkout process, recommendations were made and wireframes were presented to correct these issues.