Arcadia
Contract 2019-2020
My role within the Convert team at Arcadia has been focused heavily on the bag and checkout across all brand experiences within the group. This would be working closely within a squad which consists of a PO, BA, UX and Devs. Our PO and brand stakeholders would define our roadmap closely aligned to OKR's set within the streams. Projects we work on would be iteratively tested with a sample size of 5 which would be run by a UX Researchers. I would be involved in the whole process from UX to testing to make sure I have as deep understanding of the product we are building as possible. Designs would be reviewed and A/B tested to gather further data.
Bag Challenge
The previous bag is extremely busy with many factors creating friction for the customer being able to check out. These include, hierarchy of elements, error messaging, visual treatment, visual placement. This is a project I worked on thoroughly on my own with the weekly design critique to run my designs past peers within the UX/UI team. A lot of research has been done on this previous page and we noticed customer really struggling to checkout on this page and make other decisions such as change the size or simply understand how much items cost when they have multiple.
The Process
We had a kick off session with stakeholders from the Arcadia brands to discuss the work on this and be on the same page in terms of what was needed to improve this journey. I created many wireframes and final UI concepts to discuss with the team until we were in agreement that this was polished enough to take through to testing with users. An interactive prototype was created in Principle to run through with the users. Generally feedback and the way the user interacted with the design was positive. There ability to understand the information presented and the action to be able to checkout at all time when on this page was understood. The challenge customers were having were around some of the services such as 'pick from store' which is what was causing some frustration with the customers. Pick from store is a service which allows an item which is out of stock online but available in store to be delivered to you, but would mean you could not have next day delivery. The frustration came from customers not being able to receive their other products on a separate shipment. We are working with the business to agree next steps and how best to communicate this challenge.
To Notice
Below is an example of Principle prototype that I created to run through with brands and users. The delete and undo functionality which was part of another project scope we incorporated into this test also. 4 out of 5 users understood this functionality and 2 said this would encourage them to change their mind and would especially be useful if accidentally clicked on delete or save for later.
Form Field Challenge
The inital challenge was around errors as certain errors were moving over two lines. The question was 'How can we stop error messaging wrapping over two lines'.
The Process
Looking at this challenge and discussing with PO's and design team we decided to look at improving the form design as a whole. After discover and ideation phase I came up with many solutions to share with brands and the wider team. We decided to push with Googles material design as the inspiration to move our forms to a cleaner look and field as this answered all issues we were having. This gave visual hierarchy between section titles and subject titles, allowed error messaging to be moved underneath and generally shortened the page a considerable amount for the customer.
