Dormify Ecommerce Site ReDesign
When we migrated our site from Magento to Shopify, we were on a 4-month timeframe. Introducing ideas around a site redesign posed a serious hurdle to us launching the site on time. As a result, we made the decision to keep the same fundamental site design after the migration and the revisit the site's design after our peak season. The other great side effect of this approach was the ability to truly parse out the results of:
- Conversion Rate lift of the same site on Magento vs. Shopify
- Conversion Rate lift of a brand new design on Shopify vs. the old design on Shopify
As a tester and optimizer, this was pretty much the best outcome I could have asked for. Compared to our old design, this design has resulted in 41% lift in overall conversion rate and an 85% lift in transactions on mobile.
Every year after our season peaks, we do a deep dive into user research of all varieties: qualitative, quantitative, interviews, and more! Overall, a few key themes emerged:
- Teens are the planners
- If mobile is king, then Instagram is queen
- Their frame of reference for online shopping is fast fashion, not home decor
Core Site Strategy
From our research, we developed a few guiding principles by which to design the site:
- Mobile-first. Seems obvious, I know, but it cannot be stated or emphasized enough, especially with a young audience. At desk jobs, we realized we are on desktop way too much and don't devote enough time to what your UX experience is like on-the-go and we wanted to change that.
- Simplify. Again, sounds obvious, but it's critically important to culling the unnecessary to deliver a high-converting experience
- Highly visual. Our shopper and our brand is highly visual. Photography brings our product to life and our shoppers shop by the photo.
From our research, we learned that it's the incoming freshman, not the parents, that drive the decisions in decorating a dorm. Where do most of these incoming freshman spend their time? Instagram. Our bottom nav bar mimics the feel of Instagram while the quick links and quick add help mobile users accomplish key actions faster.
- App like mobile navigation
- Quick links on mobile
- Quick add on Category page
- Fewer Categories and heavier reliance on subcategories for filtering
- Digestible Product Specs
Our users come to us for inspiration and that was a core value we wanted to build into our UX/UI of the redesigned site. From simple interactions like ensuring a user could see the alt images change on a product page when she changed color swatches to using iconography to signal the navigation category.
- Customizable Collections Filters
- Alt Image Galleries on the Product page (and Category Page)