Pottery Barn E-Commerce Enhancements
The Problem
The current Pottery Barn shipping widget on the product information page had very little room for content to explain value propositions for different shipping options, and early data showed users often missed the UI due to poor design and rarely understood what they were looking at
The Solution
Redesigned the shipping widget with expanded content areas to better communicate value propositions, improved the store selector design by replacing prominent red CTAs that discouraged users, and expanded functionality to effectively cover dozens of fulfillment scenarios
Impact
Improved user understanding of shipping options and enhanced the overall fulfillment experience on the product page
Design Process
Discovery & Requirements
Initial requirements were to improve content areas in the widget to better communicate value propositions associated with various shipping options
Research & Competitive Analysis
Conducted broad analysis of competitor sites to see how other best-in-class websites were handling complex fulfillment options
Design & Iteration
Worked through numerous iterations as we unearthed more scenarios, investigating with stakeholders and SMEs across the organization, always keeping readability and ease of use at the center of design decisions
User Testing
Built interactive prototype in Sketch and pushed to InVision via Craft plugin, created user testing script and conducted testing through UserZoom
Implementation
Expanded design to effectively cover dozens of scenarios as functionality continued to expand
My Role
I was tasked with improving the shipping and fulfillment widget on the product information page of the Pottery Barn e-commerce website. Initial requirements were to improve content areas in the widget to better communicate value propositions associated with various shipping options. My design then expanded to effectively cover dozens of scenarios as we continued to expand the functionality of the widget.
Prototype
Above is an Invision prototype I built to go with the user testing script that I put in front of users through UserZoom. The prototype was built in Sketch and pushed up to InVision via the Craft plugin. It is fully interactive here, so go ahead and click or scroll through to get a feel for the updates I made to the Pottery Barn website.
Current State
The current Pottery Barn shipping widget on the product information page. Existing widget has very little room for content to explain value propositions for the different shipping options.
Early data also showed that users often missed the UI here because of its poor design and rarely understood what they were looking at.
Store Selector - Before
As well, the current state store selector is poorly designed and confusing to users. The prominent use of red CTAs showed in initial research to be discouraging to users.
In redesigning the shipping widget on the product page, our scope expanded as we realized we could also make beneficial changes to the store selector.
Early Concepts & Competitive Analysis
We worked through numerous iterations as we unearthed more and more scenarios relevant to the shipping widget. There was no central repository for all the fulfillment scenarios so I was required to do lots of investigation with stakeholders and SMEs across the org. I continued to refine my designs, always keeping readability and ease of use at the center of my design decision making.
Working with several product managers, we developed early concepts from initial requirements, data, and technical constraints. After getting sign off from senior stakeholders we were off and running.
I conducted a broad analysis of competitor sites to see how other best in class websites were handling complex fulfillment options.
Iterations
We worked through numerous iterations as we unearthed more and more scenarios relevant to the shipping widget. There was no central repository for all the fulfillment scenarios so I was required to do lots of investigation with stakeholders and SMEs across the org. I continued to refine my designs, always keeping readability and ease of use at the center of my design decision making.
User Testing
I was tasked with improving the shipping widget on the product information page of the Pottery Barn e-commerce website. Initial requirements were to improve content areas in the widget to better communicate value propositions associated with the different shipping options. My design then expanded to effectively cover dozens of scenarios as we continued to expand the functionality of the widget.
Use Cases
We worked through numerous iterations as we unearthed more and more scenarios relevant to the shipping widget. There was no central repository for all the fulfillment scenarios so I was required to do lots of investigation with stakeholders and SMEs across the org. I continued to refine my designs, always keeping readability and ease of use at the center of my design decision making.
Design System
We worked through numerous iterations as we unearthed more and more scenarios relevant to the shipping widget. There was no central repository for all the fulfillment scenarios so I was required to do lots of investigation with stakeholders and SMEs across the org. I continued to refine my designs, always keeping readability and ease of use at the center of my design decision making.
