Industry:
Custom Stationery, eCommerce
Role:
Sr. UX Designer, IC
Challenge:
Migrate and update custom stationery eCommerce site. Increase user engagement and improve conversion, revenue, and AOV.
Users:
- Existing Walmart customers
- Value conscious shoppers
- Wedding invites
- Baby invites
Methods & Technologies:
- User Interviews
- A/B Testing
- Google Analytics tracking
Outcomes:
- Conversion Rate +30%
- AOV ~ +$24
- Increased product/brand awareness
When Harland Clarke migrated their private-label stationery client site for Walmart (walmartstationery.com) to an Oracle ATG platform, I joined and lead the UX for the project two months before launch.
Post Customization Sharing
The Save & Share feature happens as part of stationery customization, and was a key feature that drove conversion. Users who utilized Save & Share were 30% more likely to complete the purchase funnel and convert. The new platform presented an opportunity to add additional functionality to drive cross sells and increase user engagement.
We utilized a progressive registration pattern to address anonymous users. We knew that forcing users to create an account before customization would increase dropoff mid-flow. If a user does not have an account, this does not stop them from choosing stationery and customizing it. When the user wants to save or share their design, they have the option of logging into an existing account or creating a new one and saving. An email verification link was sent to the user on the backend and had to be activated before the shared design was sent, to avoid spamming.
Save modal after sign in/sign up fires to allow the user to name thier customized stationery, which then appears in "Saved Designs".
When the user chooses to share, a modal appears that allows the user to send to multiple emails with one message.
When the user logs back in after sharing, or if the user has not shared, they have to option to share again. User can also view what their friends have commented about their design.
Email sent to user's friend. Links to comment page.
Email sent to user when a friend recommends an additional product to complete their suite. Links to product page.
Email sent to user and friends when a new comment is added. Links to comment page.
Comment page with comments. Additional comments can be added and other items in the product suite an also be viewed.
Stationery Configuration Exploration
When a user chooses a product to personalize, they mouse over the region and contextual editing menus and functionality becomes active. Background in the personalization configurator "stage" is replaced with a wood image to convey to the user that the product is not digital and to aid in viewing colors. Future iterations would allow the user to change the "stage".
Digital proof & approval - Front, Back, Error, Approve. User can launch Save and Share and order a high resolution proof.
Photo cards have a few more menu items and functionality available for customization. Uploaded images are saved in a users' library. This allows for users to log in with other devices to upload images that are stored locally.
Cross sells are presented in a 3D carousel, user can see a large preview and choose to edit and add to a "suite".