Tressa Randolph Portfolio

 

Blue Nile

Project: Catalog Filters Redesign

The goal of this project was to increase conversion rates by improving user flow through the catalog pages. A heuristic evaluation of the existing catalog pages revealed three major UX issues impacting the customer experience. The first issue we addressed was to revise and restructure the information architecture of the catalog pages, including updating the URLs, Breadcrumbs, and Meta Page Titles, in an effort to improve user navigation and SEO.

The second issue we addressed was the filtering system which user testing revealed was creating confusion for users on both mobile & desktop devices. We found a way to allow the user to interact with the filters while also maintaining insight into the visibility of the system status. We were also able to improve scan-ability for faster interactions and update the UI to be more visually pleasing.

Finally, we tackled the third issue of consistency by creating a dynamic system to replace what had previously been a manual system to apply filters to each page. This had the added bonus of being highly scalable – allowing us to look toward adding even more filter options in the future.

This entire process took nearly a year of research (competitive analysis, user flows, personas, etc.), user testing, data analysis, concepting, wireframing, prototyping, and visual design to accomplish. All of which was presented to our team & stakeholders for feedback throughout the process. As a result conversion rates, click-through rates, and user sessions all increased and bounce & exit rates dropped significantly.

Bracelets Catalog || Mobile || BEFORE

Sign Connections home screen top of page

Bracelets Catalog || Mobile || AFTER

Sign Connections home screen middle of page

Bracelets Catalog || Desktop || BEFORE

Sign Connections home screen top of page

Bracelets Catalog || Desktop || AFTER

Sign Connections home screen middle of page
Tressa Randolph Portfolio

Portfolio

Sign Connections project thumbnail
Sign Connections
Identity & Website Redesign
Craigslist website redesign proposal thumbnail
Craigslist
Identity & Website redesign
PSG Northwest Artists project thumbnail
PSG Northwest Artists
Responsive Wordpress Website
Microsoft Diabetic Lens app proposal thumbnail
Microsoft Diabetic Lens
Smart Phone App
WSDOT app proposal thumbnail
WSDOT
Washington State Ferry
Usability Test Report  project thumbnail
Tressa Randolph Portfolio
Usability Test Report
Del Ray Books project thumbnail
Del Ray Books
Double-sided Poster Design
Bloomsbury, USA illustration project thumbnail
Bloomsbury, USA
Digital Illustration
Tar Valon Cellars label design project thumbnail
Amyrlin Wines
Product Label Design
Tressa Randolph Portfolio