BUILDING TEAM FOUNDATION & SCALING

Raised the Design Maturity from level 1 to 3

The Product Team at FullBeauty was in need of a leader to redefine the UX and CRO strategy. Now with the 7 main brands live on the Salesforce Commerce Cloud Platform the company was well positioned to enhance the user experience.

In the first quarter I recruited a  Sr. UX Interaction Designer and  an A/B Testing Manager with a  wealth of experience in eCommerce.

Full Team:
Sr. Visual Designer
Sr. Interaction Designer
CRO Manager
Developer
Analytics Analyst

I created a plan to elevate the team’s design maturity level in accordance to the 2019 DesignBetter New Design Frontier report.*

Within one year I was able to coach the team from a Level 1 - Producers to a Level 3 - Architects; in which “Design is a scalable operation. Moving beyond basic participatory design processes and having shared ownership, role clarity, joint accountability with key partners, and more documentation of their now more substantial design practices.”

*https://www.invisionapp.com/design-better/design-maturity-model/

New workflow shipped 21 product enhancements across 7 sites

I challenged the team to adopt a formal design operations process with 2 week Design Sprints to effectively operate at the Level 3 design maturity.

With the new design operations process the team was able to successfully ship 21 product enhancements to market across 7 sites.

OPPORTUNITY

$15M Discovery

After reviewing our Cart & Checkout pages I suspected that we were “losing money at the register.”

By analyzing our funnel fallout reports I identified a $15M opportunity for the company by closing the conversation gap between our desktop & mobile experiences.

Are there unique plus-size pain points?

For this project I employed an extensive Discovery Phase to gain as many data points as possible to drive our design approach.

• 6 week UX deep dive research project utilizing our SessionCam tool to identify & quantify customer struggle in our conversion funnel.

• FullBeauty’s first onsite UX Research Panel with 6 panelists for interviews and prototype testing.

• Benchmarked all our findings against the 180 mobile eCommerce guidelines from the Baymard Institute reports to ensure we were addressing all recommended ux practices for the conversation page templates.

• Total of 240hrs of research, identified 42 high-level struggle opportunities that I prioritized into 4 actionable categories:

1. Quick wins - requiring little to no design work

2. Design sprint ready - alignment to move forward

3. Large scale re-architecture concepts/opportunities

4. Low impact findings

OPTIMIZE

There were 3 major UX challenges

Content vs. Disturbance

• The content is not prioritized with the customer goals in mind

• The content creates cognitive overload

Promo Experience

• The Promo Code field is difficult to find

• Promo Code entry ux creates friction and confusion

• Positive/negative messaging goes completely unnoticed

Pricing Itemization

• The pricing summary component is not prioritized

• All pricing details, (final price, savings, shipping, etc.) are unclear