Project Description

Fancy.com

ACTIONABLE METRICS: INCREASE CONVERSION RATES AND FOCUS THE CONSUMER JOURNEY BY UPDATING THE HOME PAGE

STRUGGLES / SOLUTION

STRUGGLES: Website received a numerous amount of traffic, but very little cart conversions and product views.

SOLUTION: Created new organized home page to showcase curated content.

GOAL CONVERSIONS:

  • 37.65% INCREASE PRODUCT VIEWS

  • 12.64% INCREASE ADD TO CART

  • 54.28% INCREASE TRANSACTIONS

Fancy Original Home PageFancy New Home Page

UX Research

I worked with our vendor SessionCam which captures user sessions to create an insight report of pain points and solutions. Daily I checked recording for consumer journeys and struggles.

Click here to view the insight report

SessionCam Insight Report

Interaction Design

Fancy is a very select brand for premiere consumers. The look and feel of this page needed to capture high-end style and trust.

Below are links which give some examples of work I completed for Fancy:

Brand guideline

Desktop wireframe example of the home page

View the mobile, tablet, and desktop mockups with engineering notes.

Early phase of the collections page prototype journey.

Video of the collection page prototype:

Desktop Home Page Render

Visual Design

I have included a few examples of products I connected together to tell the story of exclusivity and style. These images were used for the Fancy website, iOS, and Android app.

Deliverables

I supported the engineering and merchandising team with observational recordings, wireframes, mockups, prototypes, branding, and design assets.

  • Gathered insight from user recordings

  • Created diagrams, wireframes, prototypes and mockups

  • Branded & designed all content

UX Research
Interaction Design
Visual Design
Coding

Results

We lowered the friction on the home page so that the consumer could find their product easier. Next, we found better options in curating our content which gave a more memorable shopping experience.

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