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Product Page Redesign

The product pages on sisalcarpet.com were not highly usable. The layout ignored fundamental UX principles and did not feel like a modern e-commerce experience. All of which led to confusion and low conversion rates.

My Role

Tools

Competitive Research

UX design

Visual Design

UX Writing

Stakeholder Feedback

Project Management 

Usability Testing

User Interviews (by others)

Figma

MS Clarity

Miro

The Challenge

Context

Curran is a luxury boutique e-commerce company, focused on interior design and architecture industries, as well as design-oriented consumers. Curran has multiple sites; this project focuses on sisalcarpet.com, which sells custom rugs.

Laptop_weave page.jpg

Research

Identifying Patterns

I triangulated data from competitive studies,  session recordings, and customer feedback to identify patterns. From this data I was able to identify customer needs that informed my design decisions.

Show Key Information

Key information is hidden, either in accordions or large blocks of text. Less useful info takes up valuable real estate above the fold. 

Clear Call to Action

There is no call to action, customers weren't sure if they could buy something on these product pages.

Words Matter

Customer feedback revealed confusing jargon. Industry terms make customers wonder if this site is for them.

Key Improvements

Addressing Needs Through Design

I outlined goals for the business and for customers.

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Each design decision addressed pain points and mapped back to these overarching goals.

Goals for business:

  • Reprioritize customer service time - the customer service team spends a lot of time on chat and phone trying to help customers. Giving customers the information they need and clear actions to take will decrease reliance on the customer service team. 

  • Increase conversions - customers will abandon purchases if they don't immediately see what they want or need.  

Goals for customers: 

  • ​Easily find what they need - this will help customers make informed purchases with ease. 

  • Intuitive interface - leverage familiar e-commerce design and UX fundamentals to increase usability.

  • Feel confident they can make a purchase without needing to contact customer service for guidance.

  • Feel welcome - our two biggest online customer personas are everyday consumers and design industry professionals. Both types of customer need to feel welcome and supported. 

By addressing customer needs I have
 increased the conversion rate across devices by 23%. 

Top of the product page before the redesign.

Above the fold_before.jpg
iphone_mockup_old design_product page.png

Top of the product page after the redesign.

desktop_after.png
iphone_mockup_product page.png
Mobile experience updates.png

The Results

More Customers are Making Purchases

Since the update:

  • Transactions +22.64% across devices (from previous year, in spite of the lower session and user rates, which are down 25%, on average). 

  • Bounce rate down .95% across devices.

  • Increase in mobile/tablet usability (through mobile-first design) 

    • Mobile transactions +47.92% from previous period 

    • Tablet transactions +64.29% from previous period

    • (desktop also +32.91% from previous period)

  • I'm seeing fewer instances of confusion during session recordings. 

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Expected longterm outcomes:

  • Provide visual consistency across our sites - important for maintaining a consistent design system (internal goal) and building brand recognition and trust (external goal). 

  • Provide a more intuitive and familiar shopping experience for our customers.

  • Help achieve the overarching UX goal of helping customers find what they need and place orders without needing help from customer service. 

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