The team and I conducted a series of stakeholder workshops, a programme of user research and a usability study to better understand customer needs and business objectives and how a programme of ongoing optimisation and experimentation could help overcome some of the existing challenges and customer pain points.
In close collaboration with Clothes2Order’s marketing team, we ran an initial ideation session that outputted a comprehensive backlog of over 60 experiments.
We used the RICE framework to help us assess the reach, impact, confidence and effort required for each experiment to enable us to prioritise running the experiments that would enable us to demonstrate ROI quickly.
Every month, we selected the highest performing experiment and ran a collaborative ideation session, each of which produced a wide range of potential design solutions.
I produced the designs that were then passed to our in-house development team. They hand built custom components that were rolled out as experiments and that fundamentally improved the UX and the overall customer journey.
Below is an example of a successful experiment done on mobile where in the PDP the colour selector is difficult to scan because there's only a list of colours without the actual swatch, so it was difficult for users to understand exactly what colour that was.
Example of experiment
Problem statement
The mobile PDP colour selector is difficult to scan when there is a large list of colours and does not display in alphabetical order. At times abstract names are used and there is no visual colour swatch reference.
Target audience
Mobile users
Solution
Add a colour swatch next to the colours in the dropdown or expose all the colours to make the process easier and faster for mobile users.
Results
• Increase add to basket
• Reduce time to add to basket
• Increase order conversion
Designing different options
Final solution
Overall 7% revenue increase
Through a series of experiments, my team and I were able to produce some amazing results for Clothes2Order, culminating in a revenue increase of up to 7%.
"Working with Silvia and her team has been fantastic. Their dedication has already delivered some incredible results for us and we can’t wait to continue to work together going forward.”
Simon Turner, Marketing Director at Clothes2Order
