Reseat
September 2023 - November 2023
Figma, Microsoft Clarity, PowerBI, Google Analytics
Product Designer working closely with the executive team & three developers. I led the research and redesign of the Product Catalog Cards and Product Pages for an e-commerce furniture store.
Product Card click-through rate improved by 20%. Average order value grew by 29% month-over-month.
Reseat is a e-commerce marketplace for 'second-life' furniture, serving clients in the commercial real-estate space.
I was brought on to improve the overall user experience. Instead of overhauling the entire website (which is risky), I focused on the areas I was most confident would yield the greatest impact: the Product Catalog Page and Product Page.
Users were overwhelmed by lengthy product descriptions and cluttered information, making it difficult to quickly find the most important details, which led to lower engagement & potentially missed purchasing opportunities.
Original Catalog Page
Original Product Page
Reseat's website had a lot of important info, but the way it was presented led to high page abandonment. My redesign was focused on helping customers quickly find all the information they need to make a purchasing decision.
Originally, product details were presented as a lengthy, hard-to-read list of bullet points with a lot of color.
I redesigned it so that the most important information is prioritized, guiding users’ attention to naturally down the page.
Cognitive Overload
Optimized for scan-ability
Originally, product pages had a lengthy, but unhelpful about section.
I streamlined the content, based on user research, to clearly address users' top needs & questions and improve clarity.
Information overload
Content to help users make a purchasing decision
Incorporated motion and dynamic elements to enhance visual engagement on the page.
To start off this project, I met with the lead developer to understand the history of the design behind the current product cards & product pages to see where I might face resistance to UX changes.
Main takeaway: over time, features and information was added from user requests & stakeholder requests and for SEO purposes, resulting in a long list of dense information on the Product Catalog Cards & Product Pages.
After learning about the design choices, I used Microsoft Clarity to view heat maps & user session recordings to learn how users utilize the Reseat Marketplace and where the drop-offs are.
Here's what I found:
Another way I got insight into what needs to be included in the redesign was through customer support emails.
Users would primarily email Reseat about:
1) Shipping Costs -> Takeaway: Be transparent about shipping procedure and costs
2) Returns & Warranties -> Takeaway: Provide ALL info a customer might require to feel confident to make a large ($) purchase
After gaining an understanding of some main challenges users were facing, I did a competitive analysis to find ways to improve the marketplace
Questions looking to answer:
1) How many & what type of product details are shared on product cards? -> Takeaway: 5/5 websites included less than 4 key details
2) What are the primary details competitors emphasize on a product page? Takeaway: 3/5 websites highlight price, shipping, & condition
3) How are competitors creating urgency? Takeaway -> discounts, social proof, real-time demand indicators
After analyzing the data and conducting research, I established metrics my designs could impact, focusing on improving click-through rates for product cards and the "Add to Cart" button.
Hypothesis 1: The Product Card has too much info and isn't engaging, causing users to not look deeply at products and potentially overlook products they would actually love.
Hypothesis 2: The Product Page is not organized, transparent (shipping costs), and emotionally appealing (urgency, visually attractive, etc) enough for users to add products to their cart.
After forming my hypothesis, I created and digitized multiple low-fidelity concepts for product pages and product cards. I presented these options to stakeholders and achieved consensus on a design that improved both visual appeal and information hierarchy.
After getting feedback, I learned that Reseat’s inventory is stored in corporate offices/warehouses nationwide, often leading to unexpectedly high shipping costs—sometimes up to 4x the furniture's price depending on buyer location (shipping are extremely variable and can only be calculated manually after customers request a quote).
How might we better inform customers about potentially high shipping costs based on furniture location, so they’re aware of this factor before requesting a quote?
In the next iteration, I prioritized:
1) Displaying the product location prominently
2) Encouraging local pickup & finding products in nearby vicinity
3) Emphasizing responsible shopping to reduce CO2 emissions
Using Reseat's existing website, I created a UI component kit which I used to build out high fidelity wireframes.
After the developers implemented the new designs, I worked with them to make sure the designs were followed and that there weren’t any major usability challenges.
Because there was an error in setting up the analytics properly, we had to use some math and logic to determine the CTR%. Product Cards were implemented in November. The CTR increased by 20%.
After 2 months of implementation, I also analyzed the purchase order size. The average order value grew by 29% MoM.
1) Annotate Mockups before Handoff
This was one of my first client projects and I thought the best way to explain my designs to the development team was to provided a video walkthrough explaining various aspects of the mockup.
Looking back, I realized it would have been more effective to annotate the mockups directly, clearly explaining the spacing, animations, and other elements. This would have saved the developers time & energy. Edit requests were also not a priority so some requests were never fulfilled.
