• Performed user tests (UserTesting.com) and monitored site performance through heatmap and click data (Crazy Egg).
• Used Optimizely as our main A/B testing platform. Also moderated tests using our internal .NET framework.
• Used Google Analytics to determine potential areas for testing and growth.
• Bug, feature, and next-step lists were created based on all data captured.

• Facilitating easy communication between the customer and client services was of prime importance.
• The distribution center, located in Kentucky, was fully integrated with all front and backend processes.
• Design and user experience was established and maintained for all partner integrations (iFrames, API's and dynamic banners).

• Forms and error messaging needed to be clean, direct, and easy to understand.
• Experience and knowledge with all facets of the business were crucial (website, product, customer service, production).

Poor User Experience

Online shoppers are now used to seeing many pieces of product information to make an informed decision. Along with basic sizing information, users want to see specific fit requirements, aggregated data of all reviews, and top customer reviews quotes, to name a few.

• Decided which components would work best for our customer.
• After deciding what customer facing features to include, determined backend and development impact.
• Developed requirements for admin sections and data collection points.
• Reviewed top-class brands and competitors.
• Researched industry standards for features, messaging and functionality.

• Added aggregated data in summary form for the total number of reviews, star rating, and specific size and fit information.
• Added the ability to include top quotes from customer reviews.
• Extended user information to include city and state, age range and gender.
• Created the 'Top Reviewer' badge for customers reaching a certain threshold of submitted reviews.
• Added the feature to select 'was this review helpful' for each customer facing review.

• Developed a new internal admin interface to manage submitted customer reviews.
• Added new tables to the backend database.
• Included new features to existing customer-facing submittal form.
• Developed the 'top quotes' module for our internal product team to independently manage.
• Created new functionality to add a global Prep Sportswear reviewed product.

• All new features and functionality were designed for the mobile form factor.

Conversion rate is 0.30%

That is a problem! We all knew that mobile traffic would be significantly increasing, so a conversion rate that low will spark some discussions.

Especially for an ecommerce apparel company, the desktop version of the website on a mobile device just won't cut it.

• Researched mobile frameworks along with development capabilities and needs.
• Explored potential design and functionality solutions.
• Do we make it responsive? There are benefits, but is it right for our business and customer?
• Assess the needs of our site, systems, and customers.
• What do we do with our url? Do we change our url structure?

• Decided for a non-responsive site due to complex nature of many pages.
• In our case, we would be quicker to market with a non-responsive version.
• The separation of sites (desktop/mobile) also allows for the unique ability to test specific mobile features and functionality.
• Migrated to ASP.NET model, view, controller (MVC) pattern which aided in the maintenance of the sites.
• Conversion rate improved 233%.