Everlane Editorialized
Product Page
Role—Lead Product Designer
In Collaboration with Anelese Webster and Nadia Sko

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. Some examples of these buckets were:

- Shopping is contextual

- People want to know how does a product fit into their life. Shipping & Returns is instrumental to an online purchase. And people want to know it up front.

- Product research is ubiquitous.

- Fit and sizing requires a technical decision making process and involves a lot of guesswork. And takes the fun out of shopping.

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.

High-Fidelity Designs

This AB test ended up being designed and developed for only mobile users. We used previously shot campaign imagery and video content that complimented the components required for a customer to make a purchase decision (ie. size and color selectors, product imagery, reviews.).

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