Project hypothesis
By redesigning category and browsing flows, clarifying product information, inventory levels and removing friction in account specific details (expired credit cards, matching profile addresses, etc.) we could measure an increase in average number of items per checkout, reduce cart abandonment and help drive conversion.

How I narrowed in on the right solution
I worked to test design category and taxonomy variants with both internal staff and an external test audience to identify common search patterns in product browsing.

Business impact
By improving key flows of the product browsing and check out experience, we saw a small but measurable increase in conversion rate, an increase in mobile checkouts and reduction in abandoned carts.

Narrowing in on the right solution
The previous version of the app didn't provide clear enough information or functionality that would allow mobile guests to easily catch or correct their own errors, how to check for local item inventory or understand the status of their online orders.

Eliminating user errors - I worked to create a 3-step flow (pictured below) in order to confirm shipping address, shipping method and payment details that would help ensure users could check for information accuracy and save it to their profiles.

Search and inventory - I partnered with product inventory and distribution/RFID teams to implement functionality that would allow mobile guests to check local store inventory.

Business impact
Reduces call centre operating costs while collecting more accurate customer satisfaction metrics. Helped increase the app store rating and drive more downloads.

Switching from a nested hamburger menu to an omni-present bottom navigation menu meant eliminating redundant steps when accessing hidden menu links.

Leveraging multi-directional swipe gesturing created an effortless, more natural product browsing experience.

UI cards were simplified in their appearance to show item names, price and colour information while emphasizing product photography.

For a time, the mobile app contained a social feed, that included linking products to local events, featured brand ambassadors and editorial stories.

Partnering with product inventory and distribution/RFID teams we implemented functionality that would allow mobile guests to check local store inventory.

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