Client
UScellular
My Role
Research
Strategy
UX/UI Design
Goal
To create a gift guide for the holiday season with the goal of boosting holiday e-commerce sales and conversion rates. Additionally, the gift guide needed to be easily converted to an evergreen guide for the rest of the year.
Challenge
Prior gift guides were difficult for the user to find and visually identical to the deals page. The new gift guide needed to add value to the user, be easily accessible, and increase e-commerce performance for the business. This required a new strategic approach and design.
2023 Homepage and Gift Guide
Recipient Personas
Solution
I started with a competitive analysis of gift guides and proposed organizing the gift guide through recipient personas to business stakeholders.
To increase the visibility of the gift guide, a tile directing users to the holiday gift guide was prominently placed on the homepage alongside the lines of business. This led to a significant 173% improvement of click rate from the homepage.
Unique page views of the gift guide increased 77% and add-to-carts from sessions that viewed the holiday gift guide increased 68%.
Evergreen
Analytics from the 2023 holiday season revealed that users are not interacting with the navigation pills at the top of the gift guide page that served as anchor links. Additionally, users are not inclined to interact with the gift guide tab on the deals page. In response, several updates were made to the evergreen gift guide outside of removing the holiday theme. These include:
- Personas simplified to the top three performing personas
- Navigation pills were replaced with tiles that direct the user to a new page dedicated to that persona
- Gift guide being housed on the accessories page instead of the deals page
- Using more visually enticing images of accessories instead of icons on each persona page
Evergreen Gift Guide