Charles Tyrwhitt | UX/UI Design
Design
for A/B Testing
As part of the CRO programme I have designed interesting, impactful user experiences and UI in order to engage our customers and ultimately increase revenue and conversion across the business.
sKILLS:
UX/UI design, Design thinking, user journey mapping
Project phases
Research
Introducing
shop the look to PLP & PDP
Insight/Opportunity
There is currently no way for users to intuitively find, view and purchase relevant accessories and cross category items shown in full model photos from the PDP. e.g. the accessories, jumpers, trousers etc. shown in the PDP image gallery.
Hypothesis
If we allow users to view and add accessories, and full outfit items directly from the PDP image gallery, then we'll provide an intuitive way for users to purchase relevant accessories and explore matching items to build a full outfit. This will increase basket size, measured via AOV, UPT and RPV.
Shop the Look Customer journey exploration
Define
Shop the Look: Wireframes and Design iterations
Shop the Look: Hi-fidelity Wireframes and Design iterations
Outcome
These designs were used in a A/B test to gain data on the interest in the shop the look feature. By testing having a tailored shop the look recommendations in order to help create an outfit against the sweetie aisle recommendations that are surfaced on the page allows for customers to have a more relevant selection of items to explore to add to bag. This feature was utilised and helped drive conversion and an increase in AOV.
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