Product Page Design, Williams Sonoma, Inc.
E-commerce User Experience, Optimization and Enhancements
Friction reduction and product page enhancement
At the Williams Sonoma, Inc. I worked in a cross-brand UX team focused on the e-commerce shopping experience. We were responsible for the design, enhancement, and optimization of four product page templates used by 6+ brands. WSI has a multi-billion dollar e-commerce business and growing. Part of our work was to make sure that we removed friction from the shopping experience and aligned user experience with strategic brand and business initiatives. Areas I focused on:
PRODUCT PAGE ENHANCEMENTS
Looking to improve product visibility, cross-sell, and views of related products. I wanted to make keep users on the product pages. My goal was to improve carting for mid-funnel shoppers.
I took a close look at how the product page templates work and where we have opportunities to make incremental changes to the page layout to test hypotheses about user behavior while planning larger changes to the page.
I also looked at best in class e-commerce competitors, specifically at their strategies and treatments for persistent items.
I designed “You may also need” improvements that have been deployed on mobile and web. “You may also need” is reserved for directly related products. These are no-brainers: add on purchases that help surface related products so users won’t have to search for them. These improvements make it easier to cart additional items and save users 3 clicks.
RESPONSIVE PRODUCT PAGE
Working with product management to make product page templates responsive. I worked on the responsive grid and well as experimented with fluid responsive layouts.
MOBILE ENHANCEMENTS
I worked with UX management to identify areas of opportunity to remove friction and to improve mobile conversion. I also worked closely with product management and Pottery Barn Kids brand team.
IMPACT
Improvements to product page
Improvements to shop pages
Mobile conversion going up
Additional units per transaction going up
Incremental improvements to the product page
Better engagement with brand teams and strategy
Better engagement with analytics team and A/B testing platform