Refining product discovery to increase order value
Summary
The opportunity
As a UX designer embedded within HEMA's "selection and configuration" team, I was tasked with tackling this challenge. The team focused on optimizing product list pages and product detail pages to drive customer engagement and conversion. We aimed to introduce a new approach that emphasized collaboration and rapid prototyping.
Design
To kickstart this initiative, we implemented the Google Design Sprint methodology. This collaborative process brought together all team members, including product managers, developers, and marketing representatives, to define user needs, explore solutions, and create prototypes within a single week.
The Design Sprint facilitated rapid iteration and allowed us to quickly gather insights through user testing. By involving the entire product team in the design process, we ensured shared ownership and alignment towards a common goal. This led to the development of new product list pages, an improved product detail page and "Shop the Set" functionality, a feature designed to showcase related products and encourage customers to purchase complementary items.
Results & takeaways
The redesigned elements of the product discover flow was a success. We saw significant increases in the sites performance:
- The average order value increased
- Conversion rates were improved
- An increase in add-to-cart rates was realised
Collaborative Design
The Design Sprint and the "Speedboat" team structure fostered a collaborative environment that empowered the entire team to contribute to successful design solutions.
User-Centered Approach
User research and testing played a key role in shaping the final design, ensuring that the newly designed functionality effectively met customer needs.
Data-Driven Results
By tracking key metrics like average order value and conversion rates, we were able to demonstrate the quantifiable impact of our design work.
Related work
Mobiel.nl
