MY ROLE

Lead UX Designer - I was responsible for creating the end to end user flows for pages across our browse and search experiences in collaboration with the product manager and user researcher, applying the appropriate UI via our design system and handing the designs off to development.

PROBLEM & OPPORTUNITY

CX feedback consistently indicates that customers are frustrated by the current filtering experience which is reflected in a customer satisfaction score decline. Facet users are a valuable customer segment that are generally more motivated to make a purchase. Customers that use facets convert at higher rates than non-facet users. It is imperative that we do not alienate these customers with a negative filtering experience. 

KPIS

CVR (conversion), RPV (revenue per visit), AOV (average order value)

Increase in facet usage 

SOLUTION

Horizontal Facets + 4 column Grid

Elevate facets to a horizontal desktop treatment with a 4 column grid lockup across Search & Browse product listing pages on Macy’s and Bloomingdale’s sites.

DISCOVERY

Customer Painpoints

I, along with my product managers and the CX team, looked at the live experience on site and identified painpoints and eventually came up with designs that would address such painpoints.

Competitive Analysis

Competitors included sites from both luxury and big retail box brands. As I was designing this feature for both Bloomingdale’s and Macy’s, it was important to have a dual-brand mindset.

UX Research Findings

IDEATION

Facet Explorations

I worked with my greater design team to gather feedback on different facet designs as it relates to accessibility, consistency & interaction design .

Identifying Requirements & User Scenarios

My product manager and I also worked closely with site merchandising and development to clearly identify all use cases.

DESIGN

Dual-Brand Approach

Prior to this project, the team implemented a redesign of both Macy’s and Bloomingdale’s sites which utilized a shared style guide and design system. After I finalized designs, I worked with the design systems team to add any new components to our dual-brand design system.

Testing

UX Testing Results

In summary, the UXR strongly supported pursuit of this feature given the amount of friction reduced in the filtering experience with horizontal facets. 

A/B Testing On Site

We A/B tested this feature on site with 7M users on Macy’s and 1.9M users on Bloomingdale’s with a runtime of 30 days.

OUTCOME

Tracking Key Results

From a customer satisfaction perspective, the new design was stat sig positive as we eliminated jumpiness with filters and created a more seamless experience

Unfortunately, we saw a decline in facet usage (-1.9%) but customers who did use facets saw modest improvement with 0.4% CVR and 1.5% RPV.

The team decided to scale treatment for 2 reasons:

• We are currently migrating platforms to Vue.JS, therefore, if we did not scale, we would have to wait to implement an iteration of this treatment after we migrate to Vue. This would also be 2 additional months of work for our dev team.

• Secondly, if we did not scale, the team would be solely focused on the facets iteration in 2024, reducing our ability to feature experiments that can have a $XM benefit. Overall, the team gained 2 months of feature work by scaling treatment.

We will continue tracking key metrics and have plans to iterate on the experience in the future.