Project Overview
The goal for this project was to create targeted design updates to improve the shopping experience and increase average order value (AOV) for our client's e-commerce shop.
The client’s site, My Team Shop, provides a custom platform for teams to quickly order team-branded custom apparel, uniforms, footwear, equipment, and accessories in time for their athletics season.
- Company:
- Huge
- Title:
- Sr Experience Designer
- Completed:
- 2022
- Tools:
- Figma
Huge Inc. is a design, technology, and AI company, founded in Dumbo, Brooklyn, in 1999. It was recently acquired by AEA Investors in 2024.
In my role as a Senior UX Designer > Sr Experience Designer, I worked on projects for Varsity Brands, Hublot, Barclays, Exxon Mobile, Google, Clover, as well as internal projects and government.
Problem
After research by our strategy team, it was determined that our strategy would be to increase basket size, or average order value (AOV). We wanted to help customers purchase more items, more higher-priced items, or a combo of both.
Team Shop stores are only available for a short period of time, which meant that our solutions needed to stay focused on the shopping experience. We also aimed to recommend solutions that could be implemented prior to the next school year.
Solution
Our goal for this project was to deliver a best-in-class user experience by focusing on 4 key epics to improve the shopping experience and increase AOV:
Designs worked for desktop and mobile.
Increased basket size with product discovery
I researched competitors and shared options for product discovery including filters, bundles/recommendations, or categories.
For instance, Nike uses bundle/recommendations to encourage shoppers to buy multiple products.
Nike uses bundle/recommendations.
I also explored personalized and minimum promotions, as well as scarcity triggers to encourage users to quickly complete their shopping journey.
For example, Amazon uses scarcity triggers to encourage shoppers to buy quickly.
Amazon uses scarcity triggers.
Effective cross-selling throughout the shopping journey
This included personalized promotions. I proposed potential cross-sell locations by developing current and future state site maps, wireframes, and user flows.
Example recreation of using thumbnails to propose cross-sell placement.
Removing friction from the purchase funnel
The final epics focused on the shopping experience, specifically PDP and cart: This included updated PDP templates and improved filters, and a smooth cart/checkout experience.
Our final epic focused on “fit and finish”, or general UX/UI improvements. For instance, copy optimization, incorporating best practices, filter updates, etc.
Example payment screen.
Feedback Received
testimonialHi Allison, this email is one of the reasons I LOVE working with you. Anyone who requests such feedback is a model for the rest of us. From your first day on the project you have gone above and beyond in understanding a complicated client's complex current state. This is something you did extremely well. It's difficult to understand…business models, operational constraints, and all of the nuances that come up. But you managed to become an expert in a very short time. What I also observed is that you are a great person to collaborate with. I have experienced this personally but it was something the content strategist also mentioned especially in regards to the beaconing he led. I was especially a fan of your attention to detail (including that time you diagrammed 20+ checkout flows). Finally, the last thing I want to mention is how you didn't let the current state constrain you. It's easy to do that…but you found ways to push the boundaries of what's possible and to diplomatically push back when needed. Kudos to you for strong leadership throughout.
— VP, Strategy, Huge -- 2022