John Lewis & Partners
Computing product page - 2020/21
The brief
The first global pandemic of its kind, Covid-19 hit, forcing many of us to change the way we live our lives and stay at home. As a result my team was asked by the business to shift our attention to Computing and improve the user experience.
The approach
I facilitated with discovery, uncovering customer problems and identifying our opportunities. This helped the team gain a better understanding of user thoughts, behaviours around shopping computing and enabled us to build a picture of our customer personas.
I hosted workshops with key stakeholders across the business, completing activities such as customer journey mapping and opportunity solution trees, paving the way for us to form a view of where we could add the most value for our users.
The solution
I redesigned the computing product page and after a few rounds of design iterations, gathering user insight and carrying out usability testing feedback I felt confident I had a design solution.
The key features of the redesign took a user centric approach, focusing on creating prominence around the top 3 product specifications, allowing users to quickly and easily identify whether the product is right for their needs. I worked with UX Copy writers to humanise these specifications, helping users to understand what is best for their needs and not overwhelming them with technical jargon. And lastly, improving the treatment of special offers, allowing users to identify a good deal right away.
The outcome
The redesign successfully enhanced the overall experience. Desktop breakpoint saw an 8.4% uplift in conversion and a 9% increase in revenue per session, resulting in an overall incremental benefit of £9.6m.