Overview
Sideline Stores, a popular ecommerce platform for customizable merchandise, faced significant challenges with their product customization process. Users frequently reported difficulties in selecting and filtering designs for their products, leading to frustration and a higher abandonment rate. The goal of this redesign was to enhance the user experience by streamlining the process of selecting and filtering designs, ultimately increasing user satisfaction and sales.
Objectives
Simplify the design selection process.
Implement intuitive filtering options.
Ensure a seamless experience across desktop and mobile platforms.
Solution
Desktop and Mobile Redesign
The redesign focused on two key areas: creating a selection widget on the homepage and introducing a more robust filtering system for users to navigate the design library.
Homepage Design Selection Widget
What Changed: A new widget was introduced on the homepage, allowing users to immediately select a design for their product. This change brought the design selection process to the forefront, making it the first step in the customization journey.
What Changed: By placing the design selection upfront, users can quickly engage with the product customization process, leading to a more personalized and enjoyable experience.
Desktop - Design Selection Widget on Homepage
Enhanced Filtering for Design Library:
What Changed: If users wished to explore the entire design library, they were given the option to filter designs by embellishment type, logo, and category.
Why It Works: This filtering system empowers users to easily narrow down the vast library of designs, ensuring they find exactly what they’re looking for without being overwhelmed by too many choices.
Desktop - Full Design Selection Library
Post-Selection Product Filtering:
What Changed: Once a design was selected, users were directed to a new page where they could filter products by color, brand, and price. This page was designed to ensure that the selected design could be applied to a product that met all of the user's criteria.
Why It Works: By separating the design and product selection processes, the user journey became more logical and intuitive. Users could now confidently choose a product that met their needs and preferences, knowing that their chosen design would be compatible.
Desktop - Product Filtering
Desktop - Product Filtering Applied
Mobile - Design Library and Product Page
Results
Desktop Version
Users experienced a 40% reduction in the time taken to find and select a design.
Improved filtering options led to a 25% increase in user satisfaction.
Bounce rates on the customization page dropped by 15%.
Mobile Version
Mobile users reported a smoother and more intuitive experience.Mobile conversion rates increased by 20%.
Enhanced touch interface and responsiveness received positive feedback.
Conclusion
The redesign of the Sideline Stores' design selection process was a success, providing users with a more streamlined, intuitive, and enjoyable shopping experience. The enhancements made to both the desktop and mobile versions of the site not only improved usability but also had a positive impact on business outcomes.