Deliverables
Wireframes Prototypes Flows Workshops Usability Testing Interviews Information Architecture Interaction Design UI Design A/B Testing Behavioral Analytics
Lessons Learned
E-Commerce best practices Mitigating design risk Iterative usability testing Improving information hierarchy Forming a clear hypothesis Deciding when and what to test A/B testing Prioritizing UX work Evangalizing UX
Background
Zoro is an eCommerce company that sells business supplies and tools, with over 10 million items available in their catalog. As the Lead Experience Designer on the team responsible for the product page, I'm tasked with discovering opportunities for improvement, designing solutions, and validating those solutions. I work within a small team (Product, Dev, QA) to iteratively progress the page design and to solve our biggest and most impactful challenges.
The Work
As the design lead on my product team, I've enjoyed the process of exploring the problem space and iteratively working to design improvements for our users. As part of the product team triad, I help define the strategy and design collaboratively to solve user problems with the team.
Various individual and team discovery methods - stakeholder and user interviews, usability tests, surveys, behavioral analytics, and design thinking workshops - help to provide an understanding of our users and apply insights into ideas. I’ve learned that by triangulating mixed-methods research findings, insights grow stronger and gain more clarity.
I’ve conducted UX research and worked closely with UXR and Analytics partners to ask questions toward a deeper understanding of the customer. Because the product strategy is grounded in a foundational understanding of customer behaviors, it's allowed us to design and build several improvements which impacted our intended outcomes.
When designing, I like to explore many versions of a solution and share my progress early and often - with other designers, teammates, and stakeholders - to gather input and make sure I’m opening myself to additional ideas and opportunities. With these inputs, I work toward a polished solution which is usable and accessible to all users on any device.
Some areas of the product page which I’ve helped improve:
We learned that users overlooked available variant attributes when shopping on the page, so I designed them to be more visible and engaging.
We learned that users expected to find product information in a single location on the page, so I designed the page structure to consolidate product information in a clear and scannable table layout.
We reviewed data and interviewed customers to learn when and why they might bounce from a product page, and implemented updates to suggest relevant alternatives so as not to ‘dead-end’ them on the website.
Throughout my time at Zoro, I’ve also helped with design for other areas of the site experience (search, cart, customer service pages), as well as some deeper UX research (search behavioral analysis, SUPR-Q survey and dashboard, foundational customer journey and personas), spent time leading the AB testing process, participating in the accessibility council, and serving as a design system ambassador.
Contact me to learn more about specific case studies.
