Global Navigation and Home Page Redesign
Goal: Redesign the global navigation to create a consistent route to products based on product categories and show improvement in core and extended assortment product flow and find-ability.
Documents:
User Testing Results, Competitive Research, Flow Diagram, Whiteboard Exercises, Wireframes,
Key initiatives include:
1. Making the navigation consistent across the website.
2. Bringing core navigation back to the top.
3. Clean and remove unwanted categories and products and organize based on overall site navigation.
4. Make all extended assortment categories accessible and easier to drill in deeper to sub categories.
5. Ability to turn off extended assortment products based on school requests.
6. UX/UI to align with best practices and industry standards.
School Affinity Navigation and Page Redesign
For many high school and college students their custom school page is the front door to the website and the first experience they will have with us. This experience should be inviting and the best place to showcase our core products and offerings.
Key initiatives of this redesign include:
1. Create more opportunities for seasonal messaging and product promotions
2. Increase school branded awareness by adding more school colors throughout the page.
3. Design content by product types giving priority to core.
4. Enhance the “Class Rings and Jewelry” section to feature Official Ring Program and Traditional rings, include new ring collections, flexible payment and ring sizing information.
5. Create a friendlier mobile experience
Class Jewlery Product Builder
This is where students will spend a majority of their time thinking through how to personalize their ring and making it uniquely theirs, therefore, we have worked to simplify and make the process more intuitive.
Key initiatives of this redesign include:
1. Streamlined the flow to purchase, reducing the number of pages and the steps it takes to configure a ring.
2. Incorporated contextual clues along the flow to increase confidence in decision making.
3. Added more dynamic ring images to show personalization on all sides of the ring in real time.
4. Improved “Sharing” feature to simplify the experience and move it out from behind login.
5. Add a “Virtual Try On” feature allowing the customer to try on different ring styles. (In Progress)
This is the first step when configuring a class ring. Choosing your metal color changes the image in real time.
Describe your image
Describe your image
This is the first step when configuring a class ring. Choosing your metal color changes the image in real time.
Shopping Cart & Checkout
By creating a clear stepped flow in our secure checkout, along with new features for quick pay options and smarty street integration checkout speed was improved on both mobile and desktop integrations. In addition we lowered the number of customer support tickets by updating the order summary to include clear shipping locations based on whether products are sent to representatives, to the customers home, to the school or by digital delivery.
eGifting Feature
Designing class jewelry is a personal experience. This feature gives family and friends the option to text or email a class jewelry gift directly to the student. The student can customize their stone color, metal and engraving text to create a ring that is uniquely theirs. This features was promoted on our product listing pages and integrated into our class ring product builder to make it easy for the customer to find. Reusing existing components from our sharing feature, we implemented a quick to market solution.
