Everlane Editorialized Product Page
The Ask
Design and deliver an engaging product display page that would be AB tested against the existing design.
The Solution
Create an inspirational page that is a blend of both editorial brand storytelling and a functional .com product details page.
Measures of Success
Short-term: Conversion rates, ATC rate, AOV
Long-term: Design adoption to new sneakers category pages, decreased return rate, improved accessibility standards
Research Methods
We first needed to learn and identify what were the key details that drove a customer to make a purchase. In our initial discovery phase we conducted various research tactics in order to find our answers. These tactics included site analysis, customer service tickets, in-person user interviews, and competitor research.
User Research Findings
During this phase we discovered patterns and commonalities that allowed us to then synthesize our findings and present key research buckets
Low-Fidelity and Exploratory Designs
We first needed to learn and identify what were the key details that drove a customer to make a purchase. In our initial discovery phase we conducted various research tactics in order to find our answers. These tactics included site analysis, customer service tickets, in-person user interviews, and competitor research.
The Results
Although our short term qualitative goals fell short of expectations this /B test introduced to us key areas of long-term design opportunities that we have since adopted to a number of other projects and products.
Some of these including:
Improving our information architecture and hierarchy
Filterable customer reviews
Sticky ATC button on mobile
Prioritizing usability and accessibility
Focusing on brand values and transparency model
