Project Description

gazelle.com

ACTIONABLE METRICS: Modernize shopping experience to increase brand confidence and offer better product options.

STRUGGLES / SOLUTION

STRUGGLES: Consumers were confused with our product inventory and order process. Also, we did not offer enough trust indicators to give confidence to our consumers so many journeys were abandoned.

SOLUTION: We changed our website framework from BigCommerce to Shopify. Then we offered better trust indicators and brand awareness which increased our conversation rate.

GOAL CONVERSIONS:

  • 5.7% INCREASE IN CONVERSION RATE

  • 14% INCREASE IN CONSUMERS JOURNEYS ADDING PRODUCTS TO THEIR CART

  • 11% DECREASE OF ABANDONMENT

Gazelle Original Home PageGazelle Buy New Home Page

UX Research

I utilized Usertesting, Optimizely, and SessionCam to gain direction and insight on the user. This system allows me to see a more rounded approach to optimizing and updating areas of struggle.

SessionCam Insights

I reviewed the recordings to see what journeys the users were completing. This allowed me to observe the consumer’s hesitation on the product detail page choosing between the “Fair”, “Good”, and “Excellent” conditions. Also, they continued scrolling to the bottom of the page looking for something.

Usertesting Insights

I surveyed 50 users to let us know what they thought about this page and to give us insight on what we could do better. Below are the items they suggested: reviews, original MSRP price, text and image information documenting difference between conditions, trust indicators about certification and guarantee.

Optimizely Insights

2500 sessions were A/B tested comparing the original website versus the new website. Goal of the test was to see which product page converted better. We noticed 62% of the users reviewed the device condition documentation. Also 34% more users selected the “Excellent” device condition. Conversion rates increased by 5.7%.

Interaction Design

Gazelle is a secure way to buy certified and guaranteed used electronic devices. We have a large customer base buying apple devices. This consumer will usually buy one device per session.

Below is a link to a desktop recording of the product detail page

Desktop Home Page Render

Visual Design

This website was designed to feel more modern and colorful. Also, I built it to be modular so that a consumer could consume the needed information within their device view port. A carousel was created so that you can easily view design portions of the website.

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 created a more trusted journey which resulted in an increase of conversion, and decreased abandonment. Also we learned that the device condition phrasing of “Fair”, “Good”, and “Excellent” needed content to clarify the difference.

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