My focus was on user experience and customer service design. Helping users find answers faster with fewer distractions, was my first step. Mobile was a significant percentage of traffic. Unfortunately, add to carts were substantially lower for mobile than other devices. Focusing on the mobile experience became a key focus for increasing the conversion rate as a whole.
<h3 class="heading-xxsmall">Design Process</h3>
The wireframing phase involved several rough sketches to iterate through options, illustrate the direction and get buy-in from all parties. Once approved by the art department, I translated the wireframes into high fidelity prototypes to get full alignment from the art department and marketing department as well as final approval from ownership. This part entailed a lot of back and forth between departments and myself but ultimately it allowed us to maintain efficiency through development and avoid any unwanted surprises.
<h3 class="heading-xxsmall">Development Process</h3>
Development was largely straight forward. I did active development on a local copy of the site while we iterated through rounds of approval on a staging version of the site.