1800Flowers.com Enterprise
Home Page Personalization
Introduction:
This high-priority enterprise project was launched to enhance the homepage's personalization strategy, boosting user engagement and conversion rates. Initial A/B testing utilized modules from the PDP page to demonstrate the potential of personalization, revealing significant opportunities for improvement. Building on these insights, I was tasked to design an elevated, visually cohesive experience that aligns with the brand’s aesthetic. This redesigned approach is expected to drive substantial Revenue per Visitor (RPV) gains and set a new standard for user interaction across the platform.
Role: Lead Designer
Challenge:
The key challenge was to add a strategic, dynamic personalization experience to the homepage while maintaining visual consistency with the established branding.
Research & Analysis
Previous A/B testing using carousel modules on the homepage to evaluate their impact on user engagement and conversion rates revealed that personalized recommendations informed by users' browsing history and recent views led to a $6 increase in revenue per visitor and a 7% boost in engagement, underscoring the effectiveness of tailored content.
Building on these insights, I analyzed industry-leading e-commerce platforms like Amazon, Sephora, and Wayfair in-depth, focusing on dynamic recommendation strategies that leverage browsing data to enhance the personalization experience. Integrating the best practices and techniques I learned ensures the homepage delivers relevant product suggestions, enabling smooth and impactful user interactions.
Patterning
Design Process:
The design process was highly iterative, beginning with low-fidelity wireframes and evolving into high-fidelity prototypes. The goal was to elevate the visual design, ensuring it aligned with the brand aesthetic and the homepage’s existing style. I collaborated closely with the creative department to create a cohesive and visually engaging experience, integrating brand photography into the design. This approach ensured visual consistency and strengthened the impact of personalized content, ultimately driving higher user engagement and interaction.
Iterations
User Scenarios
Implementation:
Testing:
The initial A/B testing phase was conducted on the homepage using preexisting carousel modules. These tests revealed that personalizing recommendations based on recent views and browsing history led to a $6 uplift in Revenue per Visitor and a 7% increase in engagement. The new design is being developed and will be tested to refine user engagement and conversion rates.
Conclusion:
This project is poised to capitalize on its initial success by implementing an elevated design to enhance the user experience. Once fully deployed, the design is expected to drive substantial improvements in key performance metrics, including increased engagement and higher conversion rates.