Project

Pottery Barn Teen

Role

Senior UX Designer

Timeline

2022 – 2 months

ABOUT

Pottery Barn Teen is a specialty retailer that offers high-end home furnishings and décor specifically designed for teenagers and young adults, it is also a part of the Williams Sonoma family of brands. I worked on improving the experience of the ecommerce websites. My role for this project was to design and test a flyout feature that makes it easier to add product recommendations to the cart.

 
 
 
 
 
 
 

Hypothesis

If customers can easily add recommended products to their cart, they will find what they need faster, leading to an increase in average order value.

 

Business Needs

  • Adding recommended items to cart lead to higher sales

  • Increasing average order value has a positive effect on revenue

  • Ability to compare multiple products shows depth of products and encourages browsing

 

User Needs

  • Surfacing relevant products helps the customer find what they’re looking for

  • Flyout allows customer to compare multiple products without leaving the page

  • Adding items directly to cart may reduce friction by removing unnecessary steps

 
 
 
 
 
 
 

Information Gathering

I met with the product owner, data analysts, and developers to understand the project goal and identify requirements. I then researched competitors, learned about technology constraints, and documented where recommended products appear throughout the site. After reviewing each product page and ensuring scalability, I focused the test on the main recommendations carousel.

 
 
 
 
 
 
 
 

Design

I then started designing a solution. I began with sketching, some low-fidelity mockups, and high-fidelity prototypes. Throughout the process I worked with various stakeholders and other designers to approve and test the designs.

 
 
 

User Flow

 
 

Sketches

 
 

DESKTOP

 
 
 

Mobile

 
 
 
 
 
 
 
 

Implementation & Testing

After rounds of reviews, I worked with the developer to implement the feature. Once the test was running and complete, I worked with data analysts to identify some key observations and themes. These findings helped inform design iterations for additional tests.

 

KEY Observations

  • Initial “Add to Cart” button treatment received little interaction, original design was not engaging enough

  • However, the users that did click “Add to Cart” button and opened the flyout added more items to cart and converted higher

  • Desktop interaction performed significantly better than mobile

 
 
 

Note: Example dashboard does not include accurate data.

 
 
 
 
 
 
 

Design Iteration

The next step of the process was to iterate on the design to improve feature performance. Here are some solutions based on the findings above.

 
 
 
 

TEST A

Modify Button Treatment
Test different button treatments to see if there’s an increase in engagement.

 
 
 
 
 
 

TEST B

Reduce Product Page
Condense layout to move “Add to Cart” button further up the page and remove unnecessary content to eliminate distraction.

 
 
 
 
 
 

Test C

Single Item Direct Add to Cart

The current experience requires users to select product attributes, by displaying single-sku product recommendations you can eliminate this step and add items directly to the cart.

 
 
 
 
 
 
 
 
 

Next Steps

The next step for this project is to continue to test, iterate, and optimize the feature performance. Once there is a winning design, it is then implemented on the other brand websites.