Recreating a personalization experience online
Client: Westcoast Totes
Duration: 5 weeks
My role: Lead designer
Tools: Figma, Figjam
Team: 2 designers, 1 engineer, 1 stakeholder
Recreating a personalization experience online
Client: Westcoast Totes
Duration: 5 weeks
My role: Lead designer
Tools: Figma, Figjam
Team: 2 designers, 1 engineer, 1 stakeholder
Recreating a personalization experience online
Client: WC Totes
Duration: 5 weeks
My role: Lead designer
Tools: Figma, Figjam
Team: 2 designers, 1 engineer, 1 stakeholder
Customers flocked to the Westcoast Totes popup booths but
the online store was underperforming
I showed the Etsy website to 8 target customers and it added context to the KPIs I collected
Customers were scared off by the complex instructions
Customers were scared off by the complex instructions
Customers were scared off by the complex instructions
Improving the online shopping experience meant:
Improving the online shopping experience meant:
Improving the online shopping experience meant:
Increased sales
More opportunities to shop
Shopping is more accessible
More stakeholder autonomy
Less dependance on popups and their scheduled times, locations
Free up stakeholder time
Less time spent on execution of popups = more time for strategy
How do other e-comms facilitate personalization?
Competitors used either drag and drop or text-based instructions
But which would work best with our customers?
Users appeared indifferent in an usability study with prototypes
Actions were intuitive, did not need much text instruction
Adding and placing patch did not need to be two steps
Can see designs in real-time
Slight lag when dragging - this problem was noticed in competitor sites too
Stakeholders no longer had a budget for an engineer
The text-based prototype was less technically challenging and didn't require an engineer
Usability study feedback led to a more user friendly design
Communicate issues and possible solutions early and frequently to avoid wasting time on infeasible ideas
Had I not involved the engineer early and frequently in the design process, a lot of time and resources would have been spent building wireframes and prototypes that wouldn't have been feasible within our budget/resources.
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