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e-Commerce listing

Image Quality Hero
User Story

As a shopper interested saving items for inspiration or purchase, I want the system to complement my shopping behavior.

As URBN, we want to streamline the shoppers journey for saving items to a list.

research strategy personas ia workflows wireframes

responsive wireframes

image of list of lists
image of list of lists
image of list detail page
image of list of lists
image of product edit modal
image of product edit modal
image of list edit modal
image of list edit modal

business problem

URBN needs to plan for a listing ecosystem that better integrates Wish Lists and Hearting as complementary features rather than separate and standalone products.

Free People is being migrated onto the URBN Web white label platform; At the time, white label lacked the concept and functionality of hearting.

Team Structure

My Roles Supporting Roles
Lead UX Designer Research Manager: Lizz Cuzzacrea
Analyst
Strategist

research

user perspectives

The following research was conducted by Lizz Cuzzacrea - Lizz and I worked closely to define the goals and hypothesis of a multitide of studies to inform and guide the product architecture and design decisions that we then presented to Anthropologie, Free People, Urban Outfitters and URBN senior and executive leaders. The following data is an excerpt from one survey we conducted that helped in the presentation of a strategic listing product.

Survey Demographics

Image of survey demographics

Key Takeaways

  • Multiple list types create confusion around expectations
  • Users desire listing flexibility
  • Users prefer a single list location
  • Lists are leveraged for deal notifications
  • Lists are used to aggregate products for sharing and finding later

Industry Data

  • 66% of participants report browsing vs 17% purchasing
  • Classic sales funnel: Browsing > Narrowing > Purchasing
  • Translated "Listing" funnel: SKU-less hearting > SKU-full listing > Carting
  • In narrowing phase: 7% of participants are looking for sales / deals

product analysis

Current State

Urban Outfitters list featureset is the least complex – low complexity – with the single list type wish list. Wish lists are accessible behind an authentication gate and products require Color, Size, QTY to be saved (SKU-full).

Anthropologie has multiple list locations, both with a varied set of functional reqiurements - medium complexity - these list types are a wish list and registry. Both of these list types are accessible behind an authentication gate and have SKU-full product requirements.

Free People, however, has multiple methods of collection on their webstore, two of which are product focused, the other focuses on user generated content (UGC); wish listing, product favoriting, and UGC favoriting respectfully - high complexity - all accessible behind the authentication gate where wish lists require SKU and favoriting does not; otherwise known as SKU-less.

This image is animated animated listing ecosystem graphic
Audit
Wish List Registry Favorites
Authentication
SKU-full saving
SKU-less saving
Sort
Multiple lists
QTY desired
Quick shop
Follow
Image upload
Explore

solution overview

Research confimed my hypothesis that a single list location with flexible collection methods is the preferred pattern of interaction and site architecture.

With that, my proposed solution was to consolidate the main listing patterns into a single listing application where users can save a product or SKU ID into their list and from there continue on their various paths of organization and collection irregardless of their end goals.


Please note
SKU-full is when a product represents color, size, and quantity. SKU-less is when the system represents a product and all its potential attributes with no definitive selection.

list types & the shopping journey

graphic of the shopping journey
graphic of listing journey modes

technical proposal – consumer & business value

By unifying the product collection methods and housing saved items in a single list location — the feature-set will complement both primary user types; the hearts user and the wish list user.

Consumer Types

graphic of type of product

site architecture

information architecture

Diagram

graphic of lists information architecture

This is a simple diagram exposing the hierarchy of content, authentication gates, and linking states that are expected by a customer and required by the system.

Diagram

graphic of adding an item to a list

listing specific workflows

User Stories

Scenario A: As a user browsing the site, I want to easily collect products so that I can later review and purchase these items that inspire me.

Scenario B: As a user browsing the webstore who has selected Color, Size, QTY for a given item, when I favorite this item, I want that attribution to persist to the list of my choice.

Diagram

graphic of Scenario A and B workflow

User Stories

Scenario C: I want to manage my lists from a central location

Scenario C1: I want to perform bulk and isolated actions so that I can sort, move, or remove products in my respectful list.

Diagram

graphic of Scenario A and B workflow graphic of Scenario C and C1 workflow

various states of sketching