INVITING DESIGN ENHANCES FLOW
To respond to the sensitive and aggressive nature of eCommerce market, we paralled-pathed UX and visual design. The solution needed to pair aesthetically with the current website, so we based the new design inspiration of the simplehuman current branding along with an effective UX design.
Take a look at the before and after flow of sensor can category, we successfully shortened the path of purchase and made it easier and more effective for consumers to browse and decide.
The old flow and layout were redundant and hindering consumers to browse the products freely. Different colors and sizes were displayed in a three-grid casousel which required clicking through to browse. In order to view a product in detail, consumers had to click on a “Select” CTA, which directed them to that product page. If they wanted to see another option, they had to go back to the previous page.
After collecting data and feedbacks from Google Analytics as well as Customer Service department, we redesigned the user flow and made the product page configurable. That means the consumers would be able to view all the options on one page instead of going back and forth product page and feature page. Moreover, to accommodate both new consumers and returning ones, we combined the product features and a sticky CTA “Buy” bar on the second step.
Because of the complicated structure of product family, we sorted the products into 4 templates:
Single product (No configuration)
One-option configuration (Either finish or size)
Two-option configuration (Product tier)
Complex two-option configuration (Product tier, size, and/or finish)
This process defines the development templates and shortens the development time.