problem:

The hierarchical presentation of certain content impacted the level of customer’s trust and presented barriers to purchase.

goal:

Provide better clarity, improve trust and overall Customer Experience (CX).

process:

User research, team design exploration, UX design, design socialization, iteration.

results:

• Usability research provided insight that customers within each of these countries placed higher value on different specific aspects of their shopping experience over others. Mexican customers valued the availability of products, Brazilian customers valued availability of payment installments, Chinese customers were concerned more with the authenticity of products and Indian customers found the most value in price comparisons.

• I designed shopping experiences and purchase paths that utilized these findings and highlighted the most important considerations throughout the experience for each demographic.

• Conversion rates substantially improved and in turn provided a more personal and informative shopping experience curated for each demographic.

my role:

User research, UX design, design socialization