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


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