Visual filters (like the two examples above) at the top of most visited pages added an additional option for the user to quickly filter product by what they were looking for, without having to endlessly scroll. I worked with the product team to update our CMS capabilities to add this type of module to our site. We quickly saw a higher add to cart rate once these visual filters were added.
Briefing in content like the above "new arrivals" asset was a large portion of my role. The team would create digital briefs for each product launching during an upcoming season, ensuring content was streamlined across all channels, and images were shot in a way that told the full story of the product.
The sports bras category was my favorite to work on. For this project, we were tasked with making the shopping experience easier for the shopper, while also providing the information that the user needed in order to know which products would benefit their needs. Adding the "see it in a size like mine" filter to the grid pages was a strategic move to get the shopper closer to conversion; while also adding a personalized detail like seeing the actual product on women who were their same size. (If the user was authenticated, too, they could save their size preferences.) Secondarily, we had seen time and again that reviews were the top engaged with section of our site on the product pages; we moved the reviews section from the bottom of the PDP to the top, so the shopper could scroll reviews while keeping the product images at the forefront.
Bra quiz was a hard-coded piece of the site that I worked with our digital product team and engineers on each season to update with newer bra types and recommendations on the results page. We also used customer VoC data to update questions and answers each year.
HeatGear and ColdGear baselayer products were often confused by our shoppers on which one to buy during which season (one keeps you cool, one keeps you warm). We created a detail page that outlined benefits of both, while keeping new and trending products per season at the top of the page for easier scrollability.
Project Rock category landing page was updated each season with new products from Dwayne Johnson's line.
