Staples Online Experience Transformation
Overview
Staples’ eCommerce platform faced a challenge where potential customers were not adding personalized printable products to their shopping cart, which led to lost sales.
Personalized printable products category included business cards, t-shirts, mugs, posters, invitations and many other items that could be personalized using the proprietary technology owned by PNI Media.
Our main objective was to improve the conversion rate of personalized printable products by increasing the number of users who add these products to their shopping carts.
Role
UX Designer
Platform
Website
Deliverables
Information architecture, taxonomy, user flow, wireframes
Execution
Problem
Staples eCommerce platform faced a challenge with potential customers not adding personalized printable products to their shopping carts, leading to lost sales.
The personalized printable products category included items such as business cards, t-shirts, mugs, posters, invitations, and many others that could be customized.
Our primary objective was to improve the conversion rate of personalized printable products by increasing the number of users who added these items to their shopping carts.
Research
Initially, I conducted a comprehensive analysis of user behavior to identify the factors causing potential customers to abandon the site without making a purchase.
I built several funnels to understand the key points in the journeys where users quit and never come back and mapped out a detailed user flow.
I then collaborated with the data science team to to delve deeper into user behavior throughout the customer journey. Together, we developed an information architecture canvas that systematically categorized and grouped similar patterns of behavior, effectively facilitating the identification of trends and insights to inform our design decisions and improve the overall user experience.
Redesign
Taxonomy
As part of our redesign, we restructured the taxonomy and information architecture of the product categories to simplify user navigation to personalized printable products.
We streamlined the category structure and added filters and sorting options, enabling users to refine their search results and find the products that best fit their needs.
Product Page
On the product detail page, we transformed the customization process with a user-friendly and intuitive design.
We minimized the time and effort needed to personalize the product and implemented interactive product previews, allowing customers to visualize their customized product before adding it to the cart.
Lastly, we fine-tuned the checkout flow for greater efficiency and intuitiveness. We reduced the number of steps required to complete a purchase and eliminated superfluous form fields, making the process as seamless as possible.
Through these strategic improvements, we aimed to significantly enhance the user experience, increase customer satisfaction, and ultimately boost the conversion rate for personalized printable products on the Staples eCommerce platform.
Outcomes
Following the comprehensive redesign of the shopping experience for personalized printable products, we achieved remarkable results, including a 10% increase in conversion rate and a 30% reduction in the time users spent locating and customizing their desired items.
This success demonstrated the effectiveness of our user-centric approach, which ultimately enhanced customer satisfaction and optimized the overall user journey.