Through iterative site enhancements, my goal as the lead digital UX/UI designer was to improve the site experience and positively affect KPIs such as conversion, order value, time spent on site/page, and site author labor.
To achieve this, I oversaw projects that identified areas for improvement using various methods, including heuristic evaluation, competitor research, user research, and business user requests. Working with the product manager, we evaluated which areas were most likely to have a positive impact on users and offered the highest potential ROI. We then determined how to approach updates, phase improvements for the fastest release date, and work within current constraints while preparing a solution to build upon in future iterations.
The results speak for themselves: the updates we implemented played a significant role in the +130% growth in revenue that the mcmworldwide.com site experienced since I joined the MCM Worldwide team.
We have observed the following improvements since implementing certain changes:
• Recommendations in mini-cart drive an average 3% click-through with 22% ATC rate in NCSA
• Our cart updates led to a 10% increase in checkout rates in 3 months
• We have reduced the time required to build the "shop the look" component in the CMS by 70%, from 10 minutes to just 3 minutes
• Panorama content feature helped to boost site traffic, with email messaging featuring this imagery resulting in 39% more site visits compared to the equivalent marketing email from the previous year
The mini-cart experience has been elevated through the inclusion of product recommendations, a checkout button design that aligns to the checkout flow, and a more valuable payoff for customers who click "Add to Bag". These changes create a clearer pathway to purchase and enhance the overall customer experience.
In cart messaging was improved through dynamic product and cart level messaging including final sale, delivery and pick up availability and promotions, quantity adjustment tool, updated layout. We later added express checkout, and multi promo code entry.
A simplified shop the look component that incorporates more logic to reduce friction when adding the component to site.
New tech site additions like adding a shoppable equirectangular panorama player and new page template, to support holiday campaign creative, created by And or Forever Studio.
To identify areas of focus and prioritize based on business needs, we employ various exercises. These exercises include active participation in quarterly planning sessions and hosting regional workshops to create personas and user journeys. During these sessions, we encourage team members to share their valuable customer knowledge, while also facilitating group-sourced data collection to validate or challenge these insights.
• UX/UI design
• Prototyping and motion
• Accessibility standards
• Oversight and management
Product manager
Digital designer
VP E-commerce
Site merchandisers
Development team
