Project Description

My Role: UX Direction, Customer Research, Project Management.

Designer: W. Murphy

At Erin Condren, our planners may become temporarily unavailable for purchase. During this time, product category pages displayed a "coming back soon" message. As a result, customers frequently turned to social media channels and customer support to voice their confusion and frustration regarding the unavailability of products for purchase.

Customer Research

In response to this feedback, I leveraged customer journey mapping to analyze the experiences of both new and returning customers within gifting and self-purchase pathways. This strategic approach allowed us to identify specific pain points and areas of opportunity for optimization, providing valuable insights to guide the team's initiatives.

Creating an Action Plan

Upon presenting my findings to stakeholders, I devised a comprehensive plan aimed at enhancing this customer experience. This plan was centered around three primary objectives:

1. Facilitate Seamless Conversion: Ensure that customers always have a clear and accessible conversion option, reducing friction in the purchasing process.

2. Empower Customer Education and Future Purchasing: Provide customers with easy-to-access tools to empower their future purchase.

3. Enhance Product Discovery and Engagement: Redirect customers to alternative products or promotions, maximizing opportunities for engagement and conversion.

By aligning our efforts to these goals, we aimed to optimize the customer journey and foster greater satisfaction and loyalty among our customers.

UX Direction

I led the initiative to enhance the category page design, focusing on educating customers about product availability during the take-down period. The updated design aligns with our objectives of improving conversion rates, educating customers, and redirection strategies through the following approaches:

• Curating an assortment of featured products that cater to both self-purchase and gifting personas, ensuring clear conversion paths to related in-stock items and gift cards.

• Collaboration with the social media team to implement a text alert sign-up feature, streamlining communication with customers about product availability.

• Working with the marketing and copywriting teams to develop concise and informative content that educates customers about our unique "back soon" period and sets clear expectations.

• Collaboration with the UX designer to ensure that these goals were seamlessly integrated into an intuitive and user-friendly design, making the information easy to digest and navigate for customers.

By integrating these strategies into the new category page design, we provided a more informative and engaging experience for customers, ultimately driving conversions and improving overall user satisfaction.