Gearing Up for Global Commerce
Role
UX Architect
Market
B2B, B2C
Activities
Heuristic Analysis, Competitive Benchmarking, User Research, Information Architecture, Visual Design
Impact
Reduction in Sites from over 50 individual sites to less than 5 with shared content chain
Over 28% increase in revenue
Increase of search efficacy after IA restructuring and category refinement
Project description
Project description
Project description
Timeline
Timeline
Timeline
Eight week design engagement in 2017 from kickoff to design approval with ongoing support for QA and maintenance.
Eight week design engagement in 2017 from kickoff to design approval with ongoing support for QA and maintenance.
Eight week design engagement in 2017 from kickoff to design approval with ongoing support for QA and maintenance.
Project Goals
Project Goals
Project Goals
Specialized Bicycle Components required a scalable commerce solution to help them consolidate their content supply chain across their 60+ international regions and streamline the path to purchase for their customers. The previous experience, while visually interesting, impeded user's ability to search and shop for product based on their own needs. Also, there was a shift in terms of the way users engaged with product search with regards to specifics around gender that presented an opportunity to streamline the Specialized catalog based on actual user input.
Specialized Bicycle Components required a scalable commerce solution to help them consolidate their content supply chain across their 60+ international regions and streamline the path to purchase for their customers. The previous experience, while visually interesting, impeded user's ability to search and shop for product based on their own needs. Also, there was a shift in terms of the way users engaged with product search with regards to specifics around gender that presented an opportunity to streamline the Specialized catalog based on actual user input.
Specialized Bicycle Components required a scalable commerce solution to help them consolidate their content supply chain across their 60+ international regions and streamline the path to purchase for their customers. The previous experience, while visually interesting, impeded user's ability to search and shop for product based on their own needs. Also, there was a shift in terms of the way users engaged with product search with regards to specifics around gender that presented an opportunity to streamline the Specialized catalog based on actual user input.
Process
Process
Process
Research & Planning
Research & Planning
Research & Planning
In addition to hueristic analysis and competitive benchmarking, we engaged directly with Specialized customers increase our understanding of the decisions made while interacting with the brand. Using a card-sorting exercise, a pool of just over one hundred participants contributed data to the survey. From a key performance perspective, I was most interested in how much emphasis did gender apply to users shopping for a bicycle. A survey was completed to create segments of data based on responses and those segments were used to help bracket our data and help steer conclusions toward a strategy for the information architecture. Through an incetivized customer outreach, we gathered an impressive amount of data for quick turnaround study, with a 70/30 split of male to female participants. This allowed us to utilize the data with confidence and define strategies for the catalog architecture. The results showed that users considered bicycles as gender neutral by a large amount. As an example, 80% of users paired a general Trail Bikes category with a gender specific category such as "Women's Trail Bikes". This pattern repeated itself with all categories of bikes. Overwhelmingly, users were shopping for bikes based on product attributes before considering gender specific profiles. The data also showed that this pattern did not appear as strong when considering apparel items such as shoes or jerseys. This test helped us define a strategy on how to structure the catalog and provide a navigation that caters to users initial needs and desires without segmenting product choices before the user has made their initial category choice.
In addition to hueristic analysis and competitive benchmarking, we engaged directly with Specialized customers increase our understanding of the decisions made while interacting with the brand. Using a card-sorting exercise, a pool of just over one hundred participants contributed data to the survey. From a key performance perspective, I was most interested in how much emphasis did gender apply to users shopping for a bicycle. A survey was completed to create segments of data based on responses and those segments were used to help bracket our data and help steer conclusions toward a strategy for the information architecture. Through an incetivized customer outreach, we gathered an impressive amount of data for quick turnaround study, with a 70/30 split of male to female participants. This allowed us to utilize the data with confidence and define strategies for the catalog architecture. The results showed that users considered bicycles as gender neutral by a large amount. As an example, 80% of users paired a general Trail Bikes category with a gender specific category such as "Women's Trail Bikes". This pattern repeated itself with all categories of bikes. Overwhelmingly, users were shopping for bikes based on product attributes before considering gender specific profiles. The data also showed that this pattern did not appear as strong when considering apparel items such as shoes or jerseys. This test helped us define a strategy on how to structure the catalog and provide a navigation that caters to users initial needs and desires without segmenting product choices before the user has made their initial category choice.
In addition to hueristic analysis and competitive benchmarking, we engaged directly with Specialized customers increase our understanding of the decisions made while interacting with the brand. Using a card-sorting exercise, a pool of just over one hundred participants contributed data to the survey. From a key performance perspective, I was most interested in how much emphasis did gender apply to users shopping for a bicycle. A survey was completed to create segments of data based on responses and those segments were used to help bracket our data and help steer conclusions toward a strategy for the information architecture. Through an incetivized customer outreach, we gathered an impressive amount of data for quick turnaround study, with a 70/30 split of male to female participants. This allowed us to utilize the data with confidence and define strategies for the catalog architecture. The results showed that users considered bicycles as gender neutral by a large amount. As an example, 80% of users paired a general Trail Bikes category with a gender specific category such as "Women's Trail Bikes". This pattern repeated itself with all categories of bikes. Overwhelmingly, users were shopping for bikes based on product attributes before considering gender specific profiles. The data also showed that this pattern did not appear as strong when considering apparel items such as shoes or jerseys. This test helped us define a strategy on how to structure the catalog and provide a navigation that caters to users initial needs and desires without segmenting product choices before the user has made their initial category choice.
Design & Prototyping
Design & Prototyping
Design & Prototyping
The process of building out a design system and experience for an iconic brand steeped in rich lifestyle substance was an amazing experience. We collaborated with in-house staff who leveraged their real-life experiences with the brand and built a tool that allowed their team to push the brand communication past the competition through streamlined content supply chains and focus on making some of the best bicycle components in the world.
The process of building out a design system and experience for an iconic brand steeped in rich lifestyle substance was an amazing experience. We collaborated with in-house staff who leveraged their real-life experiences with the brand and built a tool that allowed their team to push the brand communication past the competition through streamlined content supply chains and focus on making some of the best bicycle components in the world.
The process of building out a design system and experience for an iconic brand steeped in rich lifestyle substance was an amazing experience. We collaborated with in-house staff who leveraged their real-life experiences with the brand and built a tool that allowed their team to push the brand communication past the competition through streamlined content supply chains and focus on making some of the best bicycle components in the world.
Development & Implementation
Development & Implementation
Development & Implementation
Our scope of work involved a complete rebuild of the site and assets, as the previous experience was a customized platform that was not conducive to the SAP Hybris platform. This provided our developers the opportunity to build in scalable infrastructure that leveraged the extensive design system across an international lauch of experiences across the globe.
Our scope of work involved a complete rebuild of the site and assets, as the previous experience was a customized platform that was not conducive to the SAP Hybris platform. This provided our developers the opportunity to build in scalable infrastructure that leveraged the extensive design system across an international lauch of experiences across the globe.
Our scope of work involved a complete rebuild of the site and assets, as the previous experience was a customized platform that was not conducive to the SAP Hybris platform. This provided our developers the opportunity to build in scalable infrastructure that leveraged the extensive design system across an international lauch of experiences across the globe.
Testing & Optimization
Testing & Optimization
Testing & Optimization
We stayed engaged with the stakeholder post-launch for an extended 12 month aftercare scope in which we were able to leverage incoming user data in realtime to assess the efficacy of the redesign.
We stayed engaged with the stakeholder post-launch for an extended 12 month aftercare scope in which we were able to leverage incoming user data in realtime to assess the efficacy of the redesign.
We stayed engaged with the stakeholder post-launch for an extended 12 month aftercare scope in which we were able to leverage incoming user data in realtime to assess the efficacy of the redesign.
